While many companies are cutting back on staffing and recruitment, electronic retailer giant Gome is moving in another direction. According to He Qingyang, Gome Vice-President, the largerst electronic retailer in China market is set to launch a nation-wide recruiting campaign to create 20,000 jobs for migrant workers in its subsidiaries Paradise, Dazhong and Sanlian.

The newly-employed migrant workers will receive professional job training to be assigned to logistics, installment and repairing units.

Gome’s plan was announced during the opening of the 11th National Committee of the Chinese People's Political Consultative Conference – so to get the widest coverage in terms of media report. And truthfully all national medias are reporting about the brave and generous move of the domestic giant.

The recruiting plan represents a significant move in terms of corporate social responsibilities, but also demonstrates Gome’s determination and strengths to go through the current economic storm.

On the other hand, the recruiting plan is certainly also a big part of Gome brand building plans: in a market that is experiencing a worryingly rising unemployment rate, providing training and eventually expertise, answers effectively one of the country’s biggest problems: providing job opportunities to migrant workers.

Proving that Gome is a company with high sense of social responsibilities even during harsh times, means also contributing significantly to build the brand image: undoubtedly, “home” for the jobless Gome will be naturally looked upon with sympathy by the buyers who are suffering themselves or fearing anyway the consequences of the economic instability.

20,000 is not a big number in comparison to the estimated 20 million who are job-hunting around the country. But it is a signal of hope and confidence in the future for many and therefore a significant attribute of what the Gome brand represents now and in the future.

In December 2008, rival Suning said it would recruit 36,000 employees, including 1,500 senior managers and proposed to provide 8,000 internship opportunities to college students every year.

Gome’s promise to provide migrant people with training and job opportunities is clearly showing that the electronic retailer number 1 is hardly less than its usual competitor.