Research On Employer Brand Building Of A Private Hospitals

The shortage of core talents among interns in A private hospital seriously restricts the sustainable development of the hospital.How to attract,motivate,and retain core talents has become an urgent practical problem to be solved.As a brand strategy in the field of human resources,employer brand can effectively attract outstanding talents to join and improve employee engagement.However,existing research on employer brand building in private hospitals is still relatively scarce.Therefore,this study aims to make up for the above shortcomings.This article takes A private hospital as an example and conducts research using literature analysis,questionnaire survey,and interview methods.Firstly,based on a review of employer brand theory and relevant literature,the current situation and problems of human resource management in A private hospital are analyzed,and the applicability of employer brand construction is pointed out;Secondly,a questionnaire survey was conducted on 659 employees in the hospital,206 other employees in the group,and 55 interns to analyze the current situation of the hospital’s employer brand from both internal and external perspectives,and to summarize the problems with the employer brand;Next,through in-depth interviews with 6 employees in the hospital and 6 industry practitioners outside the hospital,the causes of employer brand building issues were summarized;Finally,based on the ideas of brand theory and psychological contract theory,propose countermeasures and suggestions to promote the brand building of hospital employers.Research has found that there are the following shortcomings in employer brand construction of A private hospital: on the one hand,there are mainly two problems in external employer brand evaluation.Firstly,the hospital’s reputation evaluation is low;Secondly,interns have a low evaluation of external employer brands.On the other hand,there are mainly the following issues in internal employer brand evaluation: firstly,employees have a low evaluation of the level of compensation and benefits;Secondly,administrative and logistics personnel have a low evaluation of promotion space and personal development;Thirdly,doctors have low scores on the competitive advantage of subject talents;Fourthly,employees who have worked for more than five years have low ratings for all dimensions.Therefore,this article proposes the following construction measures to enhance the internal employer brand building from four aspects: shaping the hospital employer brand culture system,improving the internal fairness of the salary and performance system,valuing middle-aged and young backbone and core medical talents,and improving career planning and training systems.For external employer brand building,effective external employer brand promotion channels should be established Strengthening cooperation between universities and improving the level of science,education,and research.This article enriches the application research of employer branding in human resource management of private hospitals,and has reference significance for the construction of employer branding,attraction and retention of core talents in private hospitals in the same industry.