A Study On The Relationship Between Employer Brand And Turnover Intention

With the rapid development of social economy, the talent competition between enterprises become intensifying. The talent is the source of enterprise development and the power of innovation, also the most valuable wealth of enterprises. And personnel training needs to spend a lot of manpower and cost, so how to attract applicants, retain employees is a big problem for most enterprises.After the employer brand theory, there have been many scholars began to focus on research of employer brand. By increasing corporate employer brand attraction, enterprises can not only set up good image in the talent market, but also may encourage excellent staff. But there is less study on the relationship between employer brand and turnover intention, in this article, based questionnaire and data analysis, we try to find out the relation between employer brand and turnover intention. Also we set perceived organizational support as a moderator variable to find how it affects the relationship between the two variable. The survey results that all dimensions of employer brand have a significant effect on turnover intention and the perceived organizational support partly regulate the relationship between employer brand and turnover intention. From the conclusion we can find that by improving the employer brand attraction to can reduce turnover intention and in the enterprise which has high sense of perceived organizational support, the negative relationship between the two becomes more remarkable. At the end we provide some suggestion for enterprises.