Research On Employer Branding Of Small-sized Companies

In the very beginning of this year, the new labor law has been put into effect, which means to improve the relationship between the employer and employee, and this new law has been attracting not only the media but also many companies' attention. What's more, more and more employees have been starting learning to protect their legal rights by using this new labor law. Although employers and employees have some conflicts in some aspects they also have many common benefits. A better relationship between the employer and employee has a significant meaning to a harmonious society.In the meantime, the media and many companies, especially big companies are giving more attention to Employer Brand management. Some big Chinese companies have been trying to establish a good Employer Brand to attract and retain more talents. However, most of the small-sized companies have not even noticed the importance of Employer Brand management; don't mention establishing their employer brand. Based on Employer Brand management theory, the characteristics of small-sized companies and the author's work experience in small-sized companies; this thesis gives some suggestions on how to manage the Employer Brand for small-sized companies, and there are mainly five parts in this thesis:Firstly, based on the research on Employer Brand management and it is development in mainland China, this thesis explores the background and the significance for small-sized companies to establish their own employer brand;Secondly, this thesis summarizes and analyzes the development of employer brand conception, the relationship between employer brand, company image brand and product/service brand, the importance of employer brand management and how to position and communicate employer brand;Thirdly, this thesis tries to identify the difficulties and obstacles small-sized companies are going to face if they want to establish a good employer brand, and after reading many reports and research about Post-80s, small-sized companies' main employees, this thesis analyzes their growing and work background; Fourthly, based on the work experience the author has in two small-sized companies, she compares the two companies' management in terms of employer brand management;Finally, combining the theory and practice, the author finally gives some suggestions on employer brand management for small-sized companies. When positioning their employer brand, they need to emphasize not only the companies' special values and promising future, team spirit, but also the special needs of the Post-80s; when communicating the employer brand to the current employees, the bosses should play a very important and key role; they need to create a good environment for the team members to communicate, and use innovative office furniture and decorations to help the employees to better understand the employer brand's values; to potential employees, the channels of word-of-mouth and internet should be fully used.