مطالعه استراتژی برند کارفرما در مشاغل خصوصی از چشم انداز مدیریت منابع انسانی

In order to gain advantage in the competition for talent, private enterprises have to create an enabling strategy to attract and retain talent, which is employer brand strategy. The paper defines the meaning of employer brand, and then from the actual situation of private enterprises, it explores methods for private companies to build employer brand in order to establish a good image of employer brand, attract and retain talent, and can give some guidance for companies’ sustainable development.

Employer brand as a new concept is a new branch of enterprises brands. From conceptual understanding, like product brand, it is an image given by the company to potential employees in the human resource market. Positive, energetic or mature, sound? Different images will attract different kinds of job seekers. The company of Hewitt thinks that employer brand is a kind of employer’s promise, which is on work culture, environment, and opportunities and so on experienced by employees after joining the company. It is mainly explained from inside soft environment such as career development prospects, freedom/ autonomy, social responsibility, leadership, teamwork, changes, focus on results