Sunday, 3 August 2008

Employer Branding and Reputation Management in China and Glasgow's Supporting Role

In this week's Economist there are a number of stories highlighting the importance of branding and reputation management in China, some of it centred on the Olympics and some on the increasing need for Chinese companies to develop strategies based on branded goods and services that can be sold to the West. The available evidence also points to the need for many of the top Chinese companies to be able to compete more effectively in labour markets to attract and retain talented people to support branding strategies. So it comes as no surprise to see the establishment of a similar centre to our own being established in China, and we are pleased to announce that we have signed a memorandum of understanding to set up a co-branded Peking-Glasgow International Research Centre for Employer Brand and Reputation Management. This is to be based at Peking University, with Dr Hong Zhang (from Glasgow) and Professor Wang Hansheng from Peking University as co-directors. The relationship is to be strengthened by forming a partnership with the Zhaopin company, a leading Chinese recruitment consulting firm, and CCTV's China Best Employer Programme.

The aim of this new centre is to undertake research into employer branding and reputation management, and to examine the relationship between HR and branding. I will be helping launch the Centre with a presentation at Peking University in November of this year, and will be helping to put together an international conference on employer branding at Peking University in 2009.

We would be pleased to hear from anyone who may have something to contribute to this conference, so please take the time to email us with your ideas.

1 comment:

tinkgen said...

Hello Graeme

I am currently studying my CIPD and am writing a management report paper conducting a formative evaluation of a project I am managing: the development of a new recruitment website: - in order to promote our employer brand and ultimately our recruitment. It has now launched, but we are still developing the site, and it will be my next steps to develop the graduate/ student zone of the site.

I would love to pick your brains via a telephone interview if possible? My email is: or you can find me on facebook: Genevieve Tofield.Perhaps we could even interview over Skype?

Many Thanks,

Genevieve Tofield
Resourcing Assisant
George, ASDA