Research On Improving Employer Branding Of Bertelsmann Arvato

Employer branding concept was originally produced in earlier 1990 s, and now it becomes a very popular topic in the business world. Previously, The enterprise pay much attention to win customers through shaping the product brand, Now, more and more enterprises realize that talent acquisition is as important as winning customers, therefore Employer branding is took much more seriously to attract, motivate and retain talent.As the Forturn500 media giant, Bertelsmann and its branch company, Arvato, have been operating for more than 15 years in China, whose business scope cover media, publishing, IT, logistics, marketing consulting as well as business process outsourcing, etc., Included Shanghai, Beijing, Guangzhou, Shenzhen, Arvato has set up four branch offices, over 60 operation centers and warehouse distribution centers national wide. There are more than 4000 employee serve in arvato China. With the continuous expansion of its business, arvato is now facing a series of challenge in human resource management, especially talent acquisition and staff retention.Based on the research and study in brand awareness of marketing management, this paper is trying to explore the employer branding in the field of human resource management. Through literature reading, depth interview and content analysis method to design the employee engagement survey with good reliability and validity to further explore the employer branding dimension & structure, analysis the linkage with employer attraction as well as employee engagement. Meanwhile, this study would combine the diagnosis of arvato(China) to enhance its employer brand to support the management team to prioritize the strategy and resources accordingly and ensure the enterprise a long term and sustainable development in China.