STUDY ON ATTRACTING AND RECRUITING TALENTS BASED ON EMPLOYER BRANDING - A CASE STUDY OF VOLKSWAGEN

Abstract

As China's economy enters a new normal and manufacturing enterprises transform, it has become an irreversible long-term trend for manufacturing industries featuring "cost leadership" to move to second and third-tier cities in China, where manufacturing costs are lower. In a competitive market environment where the demographic dividend is gradually disappearing and the talent competitionis intensifying, how to deal with the challenge of talent attraction in the manufacturing industry, explore new ideas to solve the talent competition challenge, help enterprises attract and motivate and retain talents, and research and construction of employer brand has become an important issue in the practice of enterprise human resource management nowadays. It is also the basis for effective talent attraction and recruitment.
 Based on the research and analysis of the literature on employer brands and factors, this paper selects popular companies in China as research objects and conducts interviews with a group of employees in different cities.
 The results of the study show that there is a difference in the perception of employer brand attractiveness factors between employees in third-tier cities and employees in first-tier cities in Shanghai This difference is also due to the difference in certain characteristics and demands of the employee group At the same time, the employer brand of a company comes from its main body, i.e., employees and the market The employer brand is derived from the feedback of the employees and the market on the unique value and attractiveness of the company, so it is necessary to start from the perspective of employee identification and avoid local perception.