A Study About Employer Brand Construction On Campus

With the globalization of economy, the competition among enterprises is increasingly heated. The competition among enterprises is not only reflected in the competition for customers and the market, but also the fierce competition for the outstanding talents. In order to attract, motivate and retain the talented people, shaping the employer brand is taken as an important human resources strategy to implement by more and more companies. Since the concept of employer brand was put forward in the 90’s, the concept has been quickly recognized by the theoretical and practical field and relevant researches have been conducted continuously. As we all know, various social institutions carrying out "employer brand" campaigns further promote the attention of employer brand in the theoretical and practical circles. The reason why employer brand has received extensive attention in enterprises is that a good employer brand can bring many benefits for the enterprises, such as excluding job seekers agreeing with enterprise values, reducing the risk of adaptation in talent selection, reducing recruitment costs, preventing the loss of core talents and so on. Though employer brand campaigns have been caused widespread attention in the society, especially enterprises and colleges, it is obviously short of system theory and scientific method. In academia, for the study of employer brand, domestic and foreign scholars more focus on internal employees, but less focus on potential applicant especially college students. As one of main source of human resources, the focus and response of college students to employer brand should be paid high attention by enterprise managers and experts. Aiming at this special group of human resources, the paper puts forward the concept of employer brand on campus. It means that the comprehensive reflection of the visibility and reputation of enterprise on campus. And the paper expects proving that this concept can well predict the career decision-making behavior of college student, in order to provide scientific guidance for obtaining human resources in high level.The paper takes the employer brand of A car company as the target of researching employer brand on campus, in order to study the cognitive status and corresponding career decision-making behavior of college students to the employer brand of A company. The significances of the article is mainly reflected in the following aspects: firstly, for A company, we can find its problems in the process of constructing campus employer brand and put forward some measures to help it improve; secondly, for other enterprises, not only the paper can provide them some method of constructing employer brand on campus, but also they can draw lessons from some effective measures of A car company about the construction of employer brand on campus; thirdly, the exploration of the relationship between employer brand on campus and the career decision-making behavior of college students deepens the research content and level of employer brand.The whole article combines the method of literature analysis and empirical research. Data collection combines the interview and questionnaire survey. After analyzing the data, we can obtain the following research conclusions:Firstly, employer brand on campus has certain five dimensions, and they are reputation value, cultural value, environmental value, economic value and development value.Secondly, the reputation value and cultural value are significantly associated to the enterprise’s staff management evaluation; reputation value, cultural value, environmental value, economic value and development value are all significantly associated to the employer attractiveness; reputation value, environmental value and development value are associated to job decision;Thirdly, the factors of employer brand on campus include the level of colleges, the major, the grade, the academic performance, the family economic states, the internship experience and so on.The innovation of the paper is as follows: firstly, on the survey tool, the author compile questionnaire of employer brand on campus on the basis of questionnaire of employer brand; secondly, on the research method, the writer set a specific target concerning employer brand on campus, which makes the research about the cognition of employer brand on campus more objective, makes the research conclusion more authentic and enhance practical guiding value of theoretical study.