中国人口红利优势的日渐消失，企业传统的雇主强势地位受到挑战，企业要制定适合时代发展人力资源管理战略，建立一个更科学、系统的，同时与其他企业有差异化的人力资源管理体系势在必行。企业通过引入雇主品牌概念帮助企业吸引优秀人才、留住人才和管理人才。雇主品牌建设是将雇主品牌落实到企业人才管理的策略和方法的统称。如何将雇主品牌概念结合地域、企业和行业特点成功落地是企业雇主品牌建设差异化的关键之处。本文通过对现有国内外关于雇主品牌的相关文献的梳理和归纳，对雇主品牌的定义和雇主品牌建设的维度、相关理论的研究以及雇主品牌建设的评价进行综述交待。引用Z企业作为案例，将Z企业的雇主品牌建设作为研究对象，运用问卷调查法、访谈法和定量数据分析的方法分析Z企业在雇主品牌建设方面所面临的问题并归纳导致问题产生的原因。然后根据调研结果为Z企业制定在雇主品牌建设方面提升的方案和实施方案的保障措施。最后，基于本研究得出的结论进行总结和讨论，案例Z企业作为外资家装建材企业在雇主品牌建设方面出现的问题和产生问题的原因具有一定的行业特点，可以作为国内家装建材行业的雇主品牌建设的参考样本。本文中调研分析Z企业雇主品牌建设存在的问题归纳为:（1）企业市场宣传功能缺失；（2）雇主品牌对外宣传力度不够；（3）硬性工作环境亟需改善，公司运营设备、系统老化陈旧，影响员工正常工作效率；各部门规章制度不完善，操作流程复杂且落后；（4）薪酬绩效体系单一,绩效文化并未被基层员工接受；（5）组织内部沟通不顺畅，决策速度慢；（6）企业培训内容更新迭代速度慢。针对发现的问题提出雇主品牌建设提升对策：增加外部宣传打造雇主形象，吸引外部人才和留住核心人才；完善薪酬绩效，激发员工合作共赢；深入培训文化，打造和谐组织气氛；营造符合企业气质的办公环境，提升员工数字化体验。本文中创新点是针对外部雇主品牌建设实操环节中增加离职人员这一维度，Z企业所处的行业对离职人员的管理和开发属于空白，这类人员可以为企业发挥宣传作用，在人才吸引工作实操中可以作为人才吸引的可以开发的渠道之一。

The advantages of China's demographic dividend are gradually disappearing, and the traditional dominant position of enterprises as employers is being challenged. Enterprises must formulate human resource management strategies suitable for the times, and establish a more scientific and systematic human resource management system that is differentiated from other enterprises. By introducing the concept of employer brand, enterprises can help enterprises attract talents, retain talents and manage talents. The strategy and method of implementing employer brand into enterprise talent management is called employer brand building. How to successfully implement the concept of employer brand in combination with the characteristics of regions, enterprises and industries is the key to the differentiation of enterprise employer brand building. This article summarizes the existing domestic and foreign relevant literature on employer branding, summarizes the definition of employer branding, the dimensions of employer branding, the research on related theories, and the evaluation of employer branding, citing company Z as a case. Taking the employer brand building of company Z as the research object, and then use the methods of questionnaire survey, interview and quantitative data analysis to analyze the problems faced by company Z in the aspect of employer brand building and sum up the reasons for the problems. According to the research results, design the promotion plan and the guarantee factors of the implementation plan in the aspect of employer brand building. Finally, according to the analysis results, it is summarized and discussed, how the case company Z, as a foreign-funded home improvement building materials company, uses its existing advantages in employer brand building to provide a reference sample for the employer brand building of the domestic home improvement building materials industry. From investigation data, company Z’s problems can be summarized as follows: (1) Enterprise Lack of marketing function; (2) Employer brand publicity is not strong enough; (3) The hard work environment needs to be improved urgently, and the company’s operating equipment and systems are outdated, which affects the normal work efficiency of employees; Backward; (4) The salary performance system is single, and the performance culture has not been accepted by grassroots employees; (5) The communication within the organization is not smooth, and the decision-making speed is slow; (6) The update and iteration speed of corporate training content is slow. In response to the problems found, put forward countermeasures to improve employer brand building, increase external publicity to create an employer image, attract external talents and retain core talents; improve salary performance, stimulate employees to cooperate and win-win; in-depth training culture, create a harmonious organizational atmosphere; An elegant office environment enhances the digital experience of employees. One of the innovations in this article is to add the dimension of resigned staff to the external employer brand building. Such personnel also have a promotional effect on the company and can be used as one of the channels for attracting talents.