Research On The Relationship Between Employer Brand And Turnover Intention

With the knowledge economy coming, more and more enterprises begin to pay close attention to the construction of the enterprise brand. Employer brand as an important part of enterprise brand firstly appeared in the United States Fortune magazine which held the "best employers" selection of activities at1984. Employer brand explains various functions of human resources management from a new angle of view. So it attracts more and more scholars’attention. But as far as now, most of scholars have only done qualitative analysis.Many scholars have done research on turnover intention; most of them thought the organizational commitment and job satisfaction are the independent variables which influences turnover intention. But almost on scholars has proved the relationship between employer brand and turnover intention by quantitative analysis. This paper will prove that how employer brand affects turnover intention. To a certain extent, this paper has theoretical significance.In recent years, China’s commercial banks are facing fierce competition, especially in attracting and retaining outstanding employees. Therefore, how to attract more outstanding employees, satisfy all internal staffs and reduce turnover intention has practical significance for China’s commercial banks.Therefore, this paper will prove the relationship between employer brand and turnover intention based on the data of employees of commercial bank in the southwest of China. Firstly, in this paper, the related theories of employer brand and turnover intention will been introduced. Secondly relying on the basis theories, the theoretical model and assumptions will been put forward. Thirdly, through pre-investigation and analysis, models and assumptions will been revised for the formal research. At last, through formal research and statistical analysis, the conclusion, proposal, innovation and deficiency of this paper will been pointed out.The main conclusions of this paper are as follows: Firstly, employer brand has a significant effect on turnover intention and good employer brand will help company reduce employee turnover intention.Secondly, all dimensions of employer brand have a significant effect on turnover intention. Reasonable performance and paying system, good career development opportunities, appropriate work content and harmonious working atmosphere, forward-looking brand strategies will help reduce employee turnover intention.Thirdly, demographic variables especially position rank have a certain affect on turnover intention.At last, because of good employer brand, the turnover intention of commercial bank in the southwest of China is at a low level. The employer brand and turnover intention of commercial bank has regional characteristics.The main proposals of this paper are as follows:Firstly, companies should establish a superior performance management system and pay system. Secondly, companies should improve the career development system, and pay more attention to staff career management. Thirdly, companies should improve the work designing system, and value staff working atmosphere. Fourthly, companies should realize the importance of brand and pay attention to the development of brand for a long-term mechanism. At last, the importance of individual characteristics’affect on the turnover intention should get more attention.The main innovations of this paper are as follows:Firstly, the topic of this paper has certain innovation. Secondly, this paper has talked a new problem which was important to many companies. The researching object is clear and the conclusions are significant. At last, basing on the pre-research the theoretical model was amended to make it more appropriate for this research. This paper has confirmed the relationship between employer brand and turnover intention which has also enriched the related theory.The main deficiencies of this paper are as follows:Firstly, the employer brand scale is not mature enough. Although this paper has amended it based on pre-research, due to the limited academic standards, it is difficult for the writer to make it scientific. Secondly, if the selected demographic variables are more accurate, the conclusions of this paper will be more significant. At last, in this paper the writer has only studied the relationship between employer brand and turnover intention, but hasn’t taken the intermediate variables or adjustment variables into consideration. Meanwhile, this paper also has not done further longitudinal study on how turnover intention reflects the real turnover behavior.