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Corporate branding used by managers for attracting--- A case study of Chinese company, New Oriental employees

Li, Yang (2010)
Department of Business Administration
Abstract
The purpose of this thesis is to analyze how corporate branding as the organizational resource with different dimensions used for attracting employees. Corporate branding is the cutting-edge organizational and marketing research field and lacking of empirical work, many researches make focus on the relationship between the organizations and its customers, few empirical researches make the contributions to the relationship between potential employees and organizations. In this thesis, the author conceptualized the framework of brand identity with intangible elements, such as vision, culture and employees to discuss how corporate branding to create values to potential employees for attracting them. The author chose the Chinese leading... (More)
The purpose of this thesis is to analyze how corporate branding as the organizational resource with different dimensions used for attracting employees. Corporate branding is the cutting-edge organizational and marketing research field and lacking of empirical work, many researches make focus on the relationship between the organizations and its customers, few empirical researches make the contributions to the relationship between potential employees and organizations. In this thesis, the author conceptualized the framework of brand identity with intangible elements, such as vision, culture and employees to discuss how corporate branding to create values to potential employees for attracting them. The author chose the Chinese leading commercial training school, New Oriental, for case studies and empirical interviews are main source of evidence. The conclusion in this thesis revealed that brand identity is the foundation for providing core values as basic principles for recruitment and value proposition is also very critical factor for local-level company to make and implement HR strategies and activities for recruitment. (Less)
Please use this url to cite or link to this publication:
author
Li, Yang
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Management of enterprises, recruitment, employee, culture, vision, corporate band, brand identity, Företagsledning, management
language
Swedish
id
1626960
date added to LUP
2010-06-03 00:00:00
date last changed
2012-04-02 18:21:30
@misc{1626960,
  abstract     = {The purpose of this thesis is to analyze how corporate branding as the organizational resource with different dimensions used for attracting employees. Corporate branding is the cutting-edge organizational and marketing research field and lacking of empirical work, many researches make focus on the relationship between the organizations and its customers, few empirical researches make the contributions to the relationship between potential employees and organizations. In this thesis, the author conceptualized the framework of brand identity with intangible elements, such as vision, culture and employees to discuss how corporate branding to create values to potential employees for attracting them. The author chose the Chinese leading commercial training school, New Oriental, for case studies and empirical interviews are main source of evidence. The conclusion in this thesis revealed that brand identity is the foundation for providing core values as basic principles for recruitment and value proposition is also very critical factor for local-level company to make and implement HR strategies and activities for recruitment.},
  author       = {Li, Yang},
  keyword      = {Management of enterprises,recruitment,employee,culture,vision,corporate band,brand identity,Företagsledning,management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Corporate branding used by managers for attracting--- A case study of Chinese company, New Oriental employees},
  year         = {2010},
}