The Core Value Of The Employer Brand

In the21st century,talent competition is fierce among enterprises, but at the sametime enterprises face the awkward situation of the brain drain after they introduction oftalents.Then how to appeal to and retain them?If enterprises want to attract talents,theymust pay attention to potential employees’ need; If enterprises want to retain employees,they have to pay attention to employees’need. Based on this, this article used employerbrand as the angle of research view and built the core value model of employer brand byextracting potential employees’ and employees’ common attention to help enterprises at-tract into and retain talents.In order to attract and retain talents, this paper mainly discusses two problems:1.which respects do employees or potential employees focus on?2.How much influencedo these factors have on employees’ retention and employers’ attraction respectively?This study will interview12employees and12potential employees indepth, usingthe method of grounded theory,then we will sort out the interview results and build upthe employer brand model and potential employees brand model. Based on the compar-ison of two models,we extract common factors and build up the core value of the empl-oyer brand.Finally, we use structure equation to verify the relationship between the em-ployer brand model and intentention to stay and the relationship between potential em-ployers brand model and the employer attractiveness. Through the analysis and valida-tion, this research mainly draw following conclusions:1.Employees’concerned and potential employees’facors under the ground of chin-ese cluture.2.We build employees’ employer brand model and potential employees’ employerbrand model. These models respectively reflects employees’ and potential employees’request to the employer brand.3.On the basis of comparative analysis, this study extracted common elements andconstructs the core value of employer brand model. 4.Through the structural equation model, this paper verifies the influence path ofemployees’ employer brand to intent to stay and potential employees’ employer brand toattractiveness. In the process of adjustment of model,we found that potential employeescan be further divided into no work experience (mainly refers to the fresh graduates)andworking experience.Two groups focused on different factors of employer brand.5.This paper verifies the influence path of the core value of the employer brand toattract and retain talents.Finally, some management suggestions are put forward according to the results ofthis study, and the insufficient of this study and the future research directions arediscussed.