摘要:进入21世纪以来，随着经济全球化及互联网的发展，全球范围内的人才争夺战已呈现出了前所未有的激烈程度。建立并维持杰出的雇主品牌，吸引并留住优秀的雇员,是在人力资源市场赢得持久性竞争优势的必然选择，也是全球许多著名企业的成功经验。这启示我们应该加强对人力资源管理体系的研究和探讨，不断推动雇主品牌价值的实现。目前国外企业的雇主品牌建设日趋成熟，而国内企业却还刚刚起步。本文就试图通过对雇主品牌进行简要介绍，引出对国内企业在雇主品牌建设过程中的不足，然后进行深入分析和探讨，并提出自己的建议措施，希望可以为国内企业在人力资源管理体系层面上引出一条可行之路。

关键词：雇主品牌    人力资源管理     构建     研究

ABSTRACT:In the 21st century, with the development of economic globalization and the Internet, the global wars for talent within have shown an unprecedented intensity. Establish and maintain an outstanding employer brand to attract and retain talented employees in the human resources market persistent competitive advantage to win the inevitable choice, but also many of the world famous enterprises successful experience. This revelation that we should strengthen the human resource management system research and study, and constantly promote the realization of the value of employer branding. At present, foreign enterprises employer branding matures, while domestic enterprises are still in its infancy. This paper attempts a brief introduction on the employer brand, leads the domestic enterprises in the employer branding process deficiencies, and then in-depth analysis and discussion, and to put forward their proposed measures, hoping for domestic enterprises in human resource management system level leads to a practical way.

Keywords: Employer Brand; Human Resource Management; Build; Research

随着进入21世纪, 企业战略日趋同质化，企业的竞争在很大程度上就是人才的竞争，而企业在人才竞争中主要依靠的是优秀的雇主品牌，来增强自身的竞争力。因此，当今时代，企业已经开始越来越注重加快品牌建设的步伐，具体而言，国外企业早已认识到雇主品牌的重要性，普遍重视加强雇主品牌的建设；但相较于他们，国内企业的雇主品牌建设起步晚，发展慢，没有形成科学合理的体系，在各个方面都处于落后的局面。与此相对的是，在国内对于人才的竞争也日趋残酷与激烈，每个企业在考虑怎样吸引和留住优秀人才，充分发挥出组织现有的人力资源的作用，实现组织的战略目标,抢夺未来人才竞争的制高点，为今后的激烈竞争打下基础。这就要求我们必须对其雇主品牌的建设进行深入的探讨和分析。