Study of Attracting and Recruiting Talent Based on Employer Branding: A Case Study of Volkswagen

Last modified: December 14, 2022
Estimated reading time: 1 min
Project Title: Study of Attracting and Recruiting Talent Based on Employer Branding: A Case Study of Volkswagen
Author: Jiang Ning
Advisor: Assoc. Prof. Dr. Qiu Chao
Degree: Master of Business Administration
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2022
The EUrASEANs: journal on global socio-economic dynamics, issue 2(39), 2023


Jiang, Ning. (2022). Study of attracting and recruiting talent based on employer branding: A case study of Volkswagen. (Master’s independent study). Bangkok: Siam University.


As China’s economy enters a new normal and manufacturing enterprises transform, it has become an irreversible long-term trend for “cost leadership” to move to second and third-tier cities in China, where manufacturing costs are lower. The market competition demographic dividend is gradually disappearing and the talent competition pattern is intensifying. Exploring 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. It is also the basis for effective talent attraction and recruitment.

Based on the research and analysis of the literature on employer brands and their attractiveness factors, this paper selected popular companies in China as research subjects and conducted interviews with a sample of employees in different cities.

The results of the study showed that there was 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. 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.

Keywords:employer branding, employer attractiveness, manufacturing companies, talent attraction.

Study of Attracting and Recruiting Talent Based on Employer Branding — A Case Study of Volkswagen

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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