Research On Employer Brand Evaluation Index System Of Domestic Enterprises

Since the 21st century, with the coming of economical global integration and the knowledge economy era, talented person's function is getting more and more important. Enterprise's competition is talented person's competition, attracted and detains the talented person already to become one of enterprise success's or failure's material effect factors. Recently, more and more people become to pay attention to employer brand gradually. In the mean time, kinds of "The best employer" evaluation activities are moving into top gear by many organizations at home. However, Chinese researches in the area have lagged behind and have not formed a complete theory system. Most researches have still stopped at qualitative analysis stage and the concept is confused. Just under such a background, this article deals with the instruction of employer brand evaluating index and establishment weight of index basing on the empirical study to the couple dimensions evaluation index system including present and potential employees.Firstly, this article defines the concept of employer brand and comparatively analyzes domestic existing evaluation index systems after reading a great quantity associated documents. Secondly, 19 comprehensive evaluation indexes were collected in semi-opening interviews to present and potential employees. Thirdly, 5 one class index were abstracted from them though questionnaire investigation and scientific statistic methods that used in this research including statistic descriptions, Pearson Correlation, Exploratory Factor Analysis(EFA) and Confirmatory Factor Analysis(CFA), Hierarchical Cluster Analysis and Chi-square Test, One-way ANOVA. In order to distinguish whether there is significant difference between present and potential employees, consistency checking has be used to prove it. By means of constructing a test matrix, the 5 one class indexes were established weight by present and potential employees. At last, this article draws three enlightenments to the establishment of employer brand evaluation system: (1)The main characteristics that should be considered in the process of employer brand evaluation include five factors, corporate culture and environment, strategy and development prospect, the nature of job, the praise of company and C&B.(2)Employer brand should be evaluated not only by present employees but also by potential employees for both inside and outside employer brand are important.(3) In order to make sure the reality of the employer brand evaluation system, the weight of index should be established separately by present and potential employees.