Research On Employer Brand Strategy In China Private Enterprise

The article has discussed the change of human resource management in the word,due to the"Knowledge Economy Era",and the change of qualified personnel in China private enterprise,due to"Joining the WTO",to made the readers conscious that human capital has been instead of financial capital,to be the most important resource,and to be the root of core competitive ability and lasting competitive advantage for the companies. The competition among companies has become the competition for qualified personnel instead of product. So China private enterprise have to make a strategy to attract and retain the core personnel,to keep the lasting competitive advantage,while competing with foreign enterprise , that strategy is called"Employer Brand Strategy"(EBS).EBS is the way of human resource strategy reforming for China Private enterprise.As a new brand after product brand and image brand, employer brand has been building and improving in foreign enterprises for some time. Private enterprises have become stronger and stronger these years, while there is a huge gap when compared with foreign enterprises in employer brand construction. In order to enrich and improve that strategy,using a combination of qualitative and quantitative methods of analysis,the writer elaborate comprehensive strategy. Include:First part,explaining the Employer Brand Strategy;Second part,analysing China private enterprise's EBS; Third part,planning and carrying out EBS.The article's theoretical contribution is to enrich the EBS theory,and the practical contribution is to join the private enterprise's characteristic and EBS'generality,to probe into the away for China private enterprise to build the EBS in the condition of Knowledge Economy. Moreover,to make the index measurable,in order to guide the private enterprise to attract and retain the excellent employees , then help sustainable development. Besides the private enterprise to put into the market the daily building the private enterprise human resource management to get EBS put EBS into the strategic orbit,and to employer the"excellent one"from the of core to gain the employees. Advantage at last,ensure China private enterprise in the sharp competition for qualified personnel.