The Narrative Logic and Practical Path of Short Video Platforms in Corporate Employer Brand Communication

Abstract

With the rapid rise of short video platforms, they are playing an increasingly important role in corporate employer brand communication. This study aims to analyze the narrative logic of short video platforms in this communication process, including the construction of
identity, emotional resonance, and value transmission. At the same time, it explores practical paths that enterprises can adopt, such as content
creation strategies, user interaction models, and optimization of communication channels. Through the analysis of multiple successful cases,
it is found that the rational use of short video platforms can effectively enhance the popularity, reputation, and attractiveness of corporate employer brands, providing strong support for enterprises to attract and retain talents.