Strategic Research On Improving Employer Branding Of BAT

The concept of an employer brand was created in the early 1990 s and is a fashionable topic in business today.In the past,companies tended to focus on product brands in order to gain more customers.Nowadays,many enterprises are gradually realizing that it is very important to acquire more talents than to gain customers.In order to attract more talents to the enterprise and to make the talents stay with various incentives,many enterprises believe that it will be very useful to build the employer's brand.BAT company(fortune 500)is the media industry leading enterprises,doing business in China for 15 years,its business scope includes media,publishing,logistics,consulting,service outsourcing and IT,etc.,in the north to guangzhou,and other major cities across the country have set up branches,its operating in more than 60 domestic and storage and distribution center.BAT company currently has more than 4000 employees,and as the size and scope of the company become more and more extensive,how to win talent and retain talent becomes a challenge in the human resource management of the company.In this paper,based on the concept of brand perception,this paper discusses the dimension and structure of the employer brand.The author has read a great deal of literature,conducted in-depth investigation and interview,analyzed the content through technical means,and designed a perceptive scale of reliability and validity.Through the questionnaire investigation and study,the structure of employer brand awareness and dimensions,as well as the employer's ability to attract,the worker's professional level,the preference for jobs such as the relationship between the dimensions and brand awareness,more in-depth discussion and research.Considering the actual situation of BAT company,this paper puts forward feasible Suggestions to improve the employer's brand.To help managers c-create priorities,the most benefit of employer brand construction elements,and by combining the age of the Internet under the propagation characteristics of multiple channels,enhance the employer brand external radiation ability,in order to promote more talent to employment,and stay in the company for a long time,so as to guarantee the development of the company can be sustained and stable.