The solutions for Swedish companies to build employer branding on WeChat : Case study of 4 Swedish companies

Abstract: Employer branding has come a long way from its early stages as a marketing branch. The concept of employer branding was established and developed among western companies in the last few decades, while it has become more and more popular in China in recent years. For Swedish companies who plan to step into the Chinese market, one of the most important thing is to use elaborate methods to ensure that they can compete in the tightened labour market for skilled talent. In order to do so, it is necessary and important to find solutions and strategies for Swedish companies to build employer branding on WeChat, as WeChat is the most popular and widely-used social media platform. Therefore, this paper mainly aims to find solutions and strategies for Swedish companies to build employer branding on WeChat, by conducting 4 case studies of 4 Swedish companies who have successfully built their own employer branding on WeChat. Based on the reference framework, this study came up with the final emerged employer branding model, which includes the employer knowledge framework, the instrumental-symbolic framework, and a scheme of five measurements. In the end, conclusions, limitations and future development suggestions are provided so that the stakeholders could have some references for further development of building employer branding on WeChat.