Research On The Attractiveness Of The Employer Brand Of Commercial Banks To The Employment Of College Graduates In Hunan Province

Since the21st century, the gradually deepening of global economic integration hasintensified competition between national enterprises. During this period, domesticbanks also have experienced significant change and transition in China with theaccession to WTO. As result of the reform of nationalized bank, the rise of joint stockbanking, the development of city banks and cooperative banks and the entry offoreign banks, the competition here in the banking sector is astonishing. So the talentis more and more important in the new economic environment, and it is beingponderable problem that how to attract and retain talents for business at the lowestcost. Practice shows that the most effective ways of modern businesses to attract andretain talent is to establish employer brand. Therefore, research on the attractivenessof commercial banks employer brand to graduates has theoretical and practicalsignificance.In the study, we used various analytical methods to research into theattractiveness of commercial banks employer brand to graduates according to thetheory of employer branding and the theory of graduates’ employment. At first, westated the theories, and then studied on commercial bank employer brandattractiveness on the employment of graduates in Hunan province by analysing surveydata on commercial banks employer brand. Afterward, we drew basic conclusions andproposed policy recommendations.The article is summarized as below:1) Commercial bank employer brand has thepositive effect in graduates;2) State-owned commercial bank is the most anticipatedbank in all different types;3) In the four dimensions of commercial bank employerbrand, graduates presented the most concern to the functional factors that wasfollowed by factors of developmental, factors of symbolic and factors of experiential.The innovation here is reflected in: that dividing the commercial bank employerbrand into symbolic, functional, experiential and developmental factors, is helpful forthe specific evaluation that how attractive is the different dimensions and even forenhancing the pertinence of commercial bank employer brand construction andstrengthening the attraction of employer brand.