Private Enterprise Employer Branding Research

With the trend of economic globalization and talents internationalization competition in the manpower capital market has become increasingly fierce. That how to retain core staffs and attract the potential target talents is urgent issues for many enterprises at present. In recent years, the popularity of selecting best companies to work for makes this emerging concept—employer brand arouse managers of business to pay attention. In order to achieve sustainable development of enterprise, several enterprises try to win competitive advantage in manpower capital market through building up employer brand.In this contest for talents, comparing with State-Owned Enterprises and foreign companies, Private-Owned Enterprises have been in the disadvantage situation, especially for some medium and small-sized Private-Owned Enterprises, there are many problems (such as Low employee loyalty and sense of belonging and changing job frequently) which seriously hinder the development of enterprises. And so research construction issue of employer brand for Private-Owned Enterprises has important practical significance.At first, in this paper I summarized research achievements of theory of domestic and foreign employer brand, then analyzed the present situation of construction of employer brand for Private-Owned Enterprises according to this guide, and found that although some big-sized Private-Owned Enterprises had made encouraging achievements in the construction of employer brand, but most of medium and small-sized Private-Owned Enterprises lacked of deep understanding of it and paid no attention in staff's training and the establishment of enterprise culture. In general, shaping and promoting of employer branding for Private-Owned Enterprises need a long-term process.On the basis of literature search and analysis of cases, based on the problems and deficiencies which Private-Owned Enterprises facing in construction of employer brand, the paper initially proposed the strategy of building up it for them and indicated that Private-Owned Enterprises should identified strategic positioning of employer brand at first, and in specific implementation process, they should focus on providing employees with unique work experience in terms of enterprise culture, career development and so on. At the same time, enterprises should initiatively shoulder social responsibility and give full play on function of employer branding through many channels marketing and promoting it to provide power for further development of Private-Owned Enterprises.