Employer Brand Analysis And Proposal Design For Carlsberg China Companies

Nowadays, no matter foreign-owned companies, national-owned companies or private companies, all of them can feel the necessity, urgency and importance of obtaining good amount of talents who can support the quick development of business in China. How to get excellent talents? How to build up talent pipes so that companies can find and retain talents they need? Good Employer Brand works as a key factor and integrant in Human Resource Management of modern companies.Employer Brand is a new brand concept besides Corporate Brand and Product Brand. Today Employer Branding is already a world-wide trend for companies to support their business development.Referring to the methods of brand management, HR can manage relationships between employer and employee/potential employees in the process of building up a scientific system to attract, retain and manage talents. Employer Brand is a key role in talent strategies to strengthen the company's competencies, it is extremely important for the development of Carlsberg China companies in China market today.The paper is composed by two big sections. The first two chapters are focus on the theories. An overview of abroad and domestic study regarding Employer Brand is provided to be the foundation. Followed by analysis on functions, dimensions and core factors of Employer Brand, the paper discussed the important role of Employer Brand in HR management and company development. Methods on strategic positioning and procedures are also summarized for further application. Chapter 3 and 4 are focus on the practical design of Employ Brand for Carlsberg China companies. It starts from an overview of 10 years development of Carlsberg in China market and points out challenges Carlsberg China is facing. Chapter 4 develops long-term and short-term strategies based on analysis on current status, to meet the needs of different development stages of the companies.With deep analysis on value dimensions and core factors, the paper develops the employer brand positioning of Carlsberg China companies—Brewing Wonderful Life. A Hop Model which clearly addresses Carlsberg China companies Employer Brand is developed to be long-term strategies, which includes 3 dimensions and 10 core factors. The paper also has a clear elaboration on the procedure of Carlsberg Employer Branding on the purpose of providing good guidance to the practices.Employer Branding is a long-term business and could not be made in one day. According to the current needs, with management discussion and decision making, Carlsberg's 3 years Employer Branding will be focus on the 6 core factors of Company Culture, Company Fame, Training and Learning, Career path, Challenges and Chances, Self-accomplishment, under 3 dimensions of symbolism, functionality and embodiment separately.Specific procedure is developed for Carlsberg China to build up her Employer Brand. The 6 steps will be:Employer Brand positioning and designing; Selecting platform and channel for branding; Developing measurement for effects; Identifying conditions, environment and resources needed; Forecasting problems and proposing solutions; and Working out project time table for implementation.This paper provides good guidance and solution of Employer Branding for Carlsberg China companies through thorough analysis on relevant theories and practical methods and procedures. This will help Carlsberg China companies to enhance its reputation in the talent market and support its strategic human resource management and business development in China.