Research On Employer Brand Evaluation Index System Based On Kano Model

In the21st century, with faster development of economic globalization, a lot offamous foreign brands garrison the market of China mainland in quick succession,combined with the constant competition between domestic enterprises, enterprises facegreater existence and development pressure. In the specific political, economic and culturalbackground, how to show their charm image to form a brand advantage becomes a bigproblem for enterprises to face. Employer brand is not only a way to attract and retain goodemployees, but also a way to show the core competitiveness of enterprises.Therefore, exploring the composition of index system of employer brand in our countryhelps enterprise to recognize their own internal and external advantages, and makeappropriate human resource planning to cost savings and form the brand superiority. Thepresent research status is that the mature evaluation index system of employer brand ismainly constructed by western scholars, under the environment of our socialist marketeconomy it is needed to construct the evaluation index system of employer brand thatsuitable for China. The employer brand research is to be studied from two levels offunctional characteristics and symbolic characteristics of the brand in the domestic, whichdid not consider the difference of the hierarchy among the index and the index weights oftime dynamic. Therefore, based on analysis of employer brand evaluation index, this paperexplores the weight of each index, in order to provide references on the evaluation ofemployer brand in China.Using literature review method, the Kano model technology and analytic hierarchyprocess and the questionnaire survey way, this study construct evaluation index system ofemployer brand and set the weights, which is applied in the enterprise, the followingconclusion can be drawn:1, We should give full consideration to enterprise’s existing employees and potentialemployees when construct the evaluation index system of employer brand2,The various indexes of employer brand influence each other, and there is leveldifference because of the different staff perception.3, The composition of the Employer brand evaluation index should consider threefactors, namely: surprise performance, expected performance and essential performance.This study also found that the weight of each index also has the tendency to level down,and some index weight of expected performance may be more than some index weight ofsurprise performance.