Impact Factor Analysis And Evaluation Research Of Corporate Employer Brand

With the further development of the knowledge economy and growing degree of aging population, enterprises have high mobility of talents, employing a large gap and other problems. Corporate emphasis on human capital and even beyond physical capital, so the Organization’s human capital and attraction, rearing and retention of talent have become the hotspot of world management studies. Job market has become a competitive market among enterprises after product market, and companies need more efforts to attract and retain the best employee, so employer branding strategy is undoubtedly becoming an effective mean of enterprise to solve the problem.This study integrated literature review method and non-structured focus group interviews method, received initially employer branding impact factors indicator system and proposed research hypotheses. Taking enterprise existing employees as research object of the internal employer brand (employees satisfaction degrees) and taking job seekers who seek job firstly and again as research object of external employer brand (employers attraction) for questionnaire investigation, gets original analysis data, and uses SPSS and AMOS for empirical analysis to demonstrate research hypotheses. Thereby established reliable employers brand affect factors indicators and evaluation system that includes enterprise culture, colleague relationship, work itself and work environment, pay welfare system, career development, corporate image and corporate identities. Enterprise culture, colleague relationship, work itself and work environment, pay welfare system, career development has a positive impact on employee satisfaction. Meanwhile work itself and work environment, pay welfare system, career development, corporate image and corporate identities have a positive influence on employer attraction. Using it, enterprises can measure independently employer brand, so as enterprises are able to understand current status of the employer brand and implement employer brand strategy.The main innovation of this study are the following:First, a more systematic study of the various factors that influence corporate employer brand mechanism to understand the impact of each factor evaluation system constituted; Second, the employer brand of internal and external brand distinguish research to identify individual factors conducive to enterprise highly appropriate problem-solving employees satisfaction and employer attractiveness aspects; Third, the choice of the subject of the investigation, internal employees, potential employees in the first-time jobseekers (ie graduating students) and re-seekers systematic research surveys, the results of such evaluation index system and draw more scientific and comprehensive.