A Study On The Determinants Of The External Attractiveness Of Employer Branding

The era of knowledge economy and economic globalization is coming, and more companies are keenly aware the great importance of the ability to attract and retain the talents. As the labor market matured,the employees'sense of autonomy is becoming stronger, and at the same time, the strong positions of employers in the traditional sense are also being undermined gradually. Since 1990, the concept of "employer branding" is widely used in the management practices. More and more enterprises from Europe and the United States begin to attach importance to the message that employer brands are sending, and try to use the brand-building methods to create outstanding employer brand as a way to attract more business potential and existing employees. "Employer Branding" is that the "brand" concept in marketing is introduced into the human resource management, advocating methods of marketing to target groups, positioning itself appropriately in the human resources market and establishing a unique employer image to attract, motivate and retain the best talents and to realize their competitive advantages.This paper tries to put forward the concept of the attractiveness of employer branding, namely, the ability and extent of corporate employer brand to attract, motivate and retain employees, which is divided into external and internal attractiveness. In this paper, the questionnaire survey to university graduates of Changsha city found that the external attractiveness is affected by five factors, that is, enterprise environment, career development, job characteristics, corporate strength and work environment. In addition, 10 indicators such as firm size, the stability of employment relationship are different significantly because of gender, education and professional types. In the five dimensions, career development plays the largest role in attracting talents, job characteristics, corporate strength secondly, while the working environment and business atmosphere are the smallest in the decisive role. Lastly, the limitations of this research and future directions are summarized and analyzed.