A Comparative Study On The Functional Structure Of Employer Brand And External Employer Brand In Enterprise

Stepping into 21 st century, human resource already becomes companies’ most valuable competitive advantage and the talent war is spreading fiercely all over the world. Since then the competition site has changed from product-market to labor-market as well. Which globally raises a series of challenges for all the employers to manage their employee, especially maintaining existing employee, attracting prospective employee and improving the working engagement and efficiency. However, with the popularity of the new concept Employer Brand, more and more scholars and managers have paid amount of attention to this field, and sparing their effort on relative academic research and management practice. With 20 years’ developing, employer brand constantly contributes to company talent management and leads to a deal of surprise outcomes.In this thesis, the author devides the employer brand into two parts by its working objects: the interior employer brand and exterior employer brand, which purpose is aim to explore and examine the instrumental factors which associate with the company insiders(employee) and outsiders(applicant), and to compare the similarities and differences of their instrumental structures for deeper research.The whole thesis is organized by 5 chapters, all together construct a systematic academic research. Chapter 1 is a synthetic introduction of the orign of employer brand and its importance to Chinese employers. Chapter 2 is literature review including over 30 cases of classic empirical researches in China and abroad. Chapter 3 is the research’s designation and hypothesis. In this reaesrch, the experimental company is given which is a famous bank company in Beijing, and the interview samples are targeted on employees in that company and college undergraduates and graduates who intent to apply this bank company. Questionair has adopted by this research and Chapter 4 is data analysis, in order to examine the hypothesis via scientific methods. Chapter 5 describes the reaerch conclusions, the interior employer brand is consist of 6 dimensions which are “Job Attribute”, “Compension and Benefit”, “Career Development”, “Corporate Power”, “Management Style” and “Team Work”. Compare to interior employer brand’s instrumental structure, the exterior employer brand is also organizd by 6 dimensions, among them 4 dimensions are same with the interior employer brand which are “Job Attribute”, “Compension and Benefit”, “Career Development” and “Corporate Power”. However, there are 2 demensions differentiating from interior employer brand, which are “Organizational Repuation” and “Working Environment”. The more specific evaluating factors and conclusions are explained in this research and the suggestions for employer brand management are also given by the end of this thesis.Regard of the whole thesis, the study has led a new direction in employer brand research field in China and clarifed the values of the both side of employer brand. Moreover, the literature review, empirical research and suggestions in this thesis all build a good theoretical foundation for further study and helpful for implementation in human resource management. Besides, it should be noticed that there are some limitations in this research and it worthy to be discussed and solved in further studies.