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Employer Brand Analysis and Proposal Design for Carlsberg China Companies

Author: DongLing
Tutor: QingTao
School: Southwestern University of Finance and Economics
Course: Business Administration
Keywords: Carlsberg Chinese company Employer Branding Employer branding Value dimension
CLC: F426.82
Type: Master's thesis
Year: 2011
Downloads: 357
Quote: 0
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Abstract


In China, both foreign-owned enterprises or private enterprises, are increasingly feeling the need to have talent, urgency and importance. How can I get the best people? How to build a smooth channel for companies to find and retain talent they want it? There is a very critical factor at play, which is the company's human resources management an important aspect a ring - excellent employer brand building. Employer brand is in addition to product brand and corporate brand beyond the third brand, corporate building good employer brand has become a trend. Corporate human resources can borrow the concept of brand management to deal with employers and employees, as well as the relationship between potential employees, thus contributing companies to attract talent, retain talent, and talent management more scientific and systematic. The employer branding awareness into the core competitiveness of enterprises to enhance the talent strategies, Carlsberg China today for the continued development is critical. This article aims to corporate employer branding theory as the research object, Carlsberg Chinese companies in China's employer brand building programs designed for the purpose to explore employer branding theories, methods and practices. Main idea of ??this study is to guide the practical application of theoretical analysis model. The structure can be divided into two parts. The first two chapters focus on the theoretical analysis. From theory, comb through and summarize existing corporate employer brand at home and abroad research situation, understand the theory of employer brand at home and abroad, to clarify the basis for corporate employer brand building theoretical basis. Then, from the employer branding function deployment, research employer brand value dimensions and core elements of human resources management role, development and analysis of enterprise \construction of a general method for the specific practice foundation in theory. Two chapters focus on employer branding company Carlsberg China practice research. First analyzed the Carlsberg beer company to enter the Chinese market a decade of sustainable development status quo, against the company in the human resources challenges facing the market, pointing out that Carlsberg Chinese company continued the development process, building employer brand necessity and significance. Next, the employer brand Carlsberg Chinese company to analyze the situation, put forward Carlsberg employer brand building long-term strategy and short-term development plan, which according to steps Carlsberg Chinese company employer brand building method described one by one, into concrete practical operation make full preparations. This paper draws on the value used by scholars and core dimensions of factor analysis theory, through the company's employer brand status of research and analysis, according to the brand positioning method, to extract the Carlsberg Chinese company \Chinese Company employer brand Carlsberg made long-term development strategy \Development of employer brand building is a long process, not overnight. Based on the current status of the company's employer brand and demands extensive collection management advice through Carlsberg Chinese company employer branding project team will Carlsberg China employer brand focused on three-year development plan under the six core value dimension key factors, namely, corporate culture, company reputation, training and learning, career challenges and opportunities, as well as self-realization. Carlsberg's focus on short-term development strategy of China, the paper further elaborated Carlsberg Chinese company building the employer brand six steps. The six steps are: positioning and design of the company's employer brand Carlsberg China; screening platform for the implementation of employer brand and marketing channels; measuring employer brand implementation results; clear employer brand building conditions, environment and resources; analysis that may arise during the implementation of the problems and propose solutions, and finally, to determine the project implementation plan timetable. Carlsberg Chinese Company employer brand strategy positioning and employer branding practice of use of the program, will be able to effectively support the business strategy Carlsberg China's long-term development. Employer brand building, to support long-term development needs. Enterprises through enhancing employer brand image and create a unique work experience, fulfillment and social responsibility, strengthen the employer brand symbolic appeal, enhance the value of employer brand to attract and retain talent Carlsberg employer branding program of research and analysis, for Carlsberg Chinese companies providing employer branding practice guidance to help them improve the visibility and competitiveness, and gradually the human resources market in China to form a unique competitive advantage, resulting in talent strategy, meet the company's long-term development in the Chinese market needs .

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