Features And Countermeasures On The Best Employer Brand For College Students

Where there is competition, there are talents. Human resources are the core competence of the organization. Organizations that intend to get the advantage in the fierce market competition must have the corresponding human resources. And organizations that intend to have the corresponding human resources must have its attractiveness. Current years, various organizations have put forward"the best employers"to attract talents by constructing the personnel humanized employer brand, supplying the competitive pay and benefits, taking care of their staffs and so on. The"Employer Brand"means the attractive products and the marketing tool for the employees and the potential employees. Statistics of Ministry of Education show that only college graduates in2010 reached 6.31 million, and later also on the rise. College Students as the potential employees are the largest pool of human resources for organizations. How to attract college students, especially the outstanding college students to the organization is currently the subject of concern to various organization.In this study, literature review found that the domestic study on the elements of best employer brand on campus is few. Most domestic studies are based on the western culture which is not just for us. Therefore, this research is based on the above background, combined with our current situations, based on the analysis of the literature, and formed the questionnaire. Through exploratory factor analysis we formed the best employer branding model on campus, and tested the structure by the confirmatory factor analysis further. We analyzed the characteristics of the ideal employer brand for students, as well as outstanding students, and proposed the countermeasures of construction of the ideal employer brand on campus. Conclusions have been reached as follows:(1)The best employer branding model on campus is a class six-factor model. Six factors are reputation value, atmosphere value, interest value, environmental value, family value, and self-realization. The confirmatory factor analysis verified the model is good.(2)College students preferred the employment unit of state-owned enterprises, government agencies and institutions best. As the employment relationship is relatively stable in these organizations.(3)There are significant differences between the outstanding students and the ordinary students when they evaluated the best employer brand elements. For example, the outstanding students pay more attention to the space and the development and the self-realization in organizations.(4)There are significant differences among the outstanding students of different types when they evaluated the employer brand elements. For example, outstanding female college students got the higher scores than the male students of all the elements. And outstanding female students pay more attention to the reputation value, the atmosphere value and the family value. Outstanding undergraduate students have the stronger sense of innovation and more concerned about the atmosphere of the organization. Outstanding liberal arts students scored significantly higher than the science students and the students who majoring in liberal arts pay more attention to the reputation value and atmosphere value.(5)There are significant differences on features of best employer brand among different statistical variables. For example, female students score higher than the male students in the reputation value, atmosphere value, environmental value and family value. Graduates score higher in the interest value while the undergraduates and college students score higher in the atmosphere value. Liberal arts students score higher than the science students in the reputation value and atmosphere value. Those whose families are in poverty score higher in the interest value. Non-child students score higher in the atmosphere value and family value.(6)There is no significant difference on features of best employer brand in the variable of working experience.