Study On Human Resource Competitiveness Based On Corporate Image

Human resource is one of the important resources of enterprises, which maybecome the core competence. Therefore, whether or not a company can retain talentbecomes a key for the success. The research shows that corporate image plays a keyrole when the potential job seekers make their initial decisions because goodcorporate image helps to attract and retain talent. There are many literatures abouthuman resource competitiveness in hand, but few of them are from the perspective ofcorporate image, especially the corporate internal image. It can be speculated thatcorporate internal image might be correlated with human resource competitivenessand good corporate internal image can promote human resource competitiveness fromthe literatures.On the basis of reviewing the domestic and foreign theories of corporate imageand human resource competitiveness, simply summarizing and evaluating them, thisstudy puts forward its hypotheses and constructs its theoretical mode. Then, the studyemploys a questionnaire to make an investigation on the relationship betweencorporate internal image and human resource competitiveness and empirically teststhe hypotheses through correlation analysis and regression analysis. Here are theconclusions：①Corporate internal image was significantly and positively associated with humanresource competitiveness;②Employer image was positively associated with the four dimensions of humanresource competitiveness, while the internal product image and internal service imagewere positively associated with the three dimensions of human resourcecompetitiveness, including human resource innovation competitiveness, humanresource development competitiveness and human resource cooperationcompetitiveness.③The three dimensions of corporate internal image, including employer image,internal product image and internal service image, had different level of effects onhuman resource competitiveness.