The Empirical Study Of Employer Brand Impacting On Knowledge Worker Loyalty

In the era of knowledge economy of the 21st century,20% to 30% knowledge workers of the total number of enterprise focused on 80% to 90% technology and management of the business, created more than 80% of the wealth and profits for company and became the soul and the backbone of enterprises. Because knowledge workers have the knowledge capital and strong independence, coupled with their irreplaceable value, which makes its different from the general staffs psychological characteristics and behavioural patterns with strong flow will. This leads to many enterprises facing low work satisfaction, no maximizing creativity and high turnover rate of knowledge workers, so that the traditional management mode of enterprises suffered serious challenges. Therefore, how to motivate knowledge workers effectively, retain and improve knowledge worker loyalty and reduce the huge losses with the flow, has become great concern of many business managers.It is under such a macro-environment employer brand was born, as the third brand following on product brand and corporate brand image. It put branded concepts of marketing to apply to the field of human resources management, no longer from a simple point of view of human resources management to study knowledge worker loyalty, instead of marketing theory and management practice to use, in order to enhance knowledge worker loyalty.So far, the circles of theory and practice for an employer brand research, mainly from the perspective of potential employees, to university graduates as a representation of the object of study, research the employer brand connotation, employer attractiveness and employer brand construction, assessment and management. It is blank from the point of view of an existing employee studying knowledge worker loyalty. Therefore, based on an existing employee's perspective, this study researchs on employer brand impacting on knowledge worker loyalty, which is of great theoretical significance and practical value.After systematic review of international relevant theory results about employer brand and knowledge worker loyalty, this study builds research hypotheses and theoretical models about employer brand perceived value impacting on knowledge worker loyalty. Through knowledge worker data of working MBA as a representative study, using SPSS statistical software, this study has an empirical test for the research hypothesis and theoretical models. The results suggest that, employer brand perceived value includes functional values, symbolic value and development value of three dimensions. The above factors through the middle of the role of knowledge works satisfaction impact knowledge worker loyalty, including symbolic value and development value's influence to knowledge worker loyalty most significant. As earliest academic papers by quantitative methods to research on the relationship between employer brand perceived value and knowledge worker loyalty, this study makes up for this area blank of the domestic research. At the same time, this study's methodology, ideas and results will provide some reference for follow-up study of employer brand perceived value.