Relation Research Between Commercial Banks’ Employer Brand And Job-search Intention Of Graduates

With the integration of global economy and the rapid development of science and technology, the fierce competition among enterprises is increasing, which has been transformed to the talents’competition instead of the competitions of products, technology and service. A company wants to occupy the central position in the market, it must have a lot of talents. After China’s accession to WTO, the domestic banking has also experienced a significant transition and change, the reform of state-owned Banks, the rise of joint-stock Banks, the rapid development of city Banks and the entry of foreign Banks, makes the competition among banks is becoming increasingly fierce. In the knowledge economy era, in the face of fierce market competition, what do Commercial Banks should be urgently solved is how to attract talented people to join and enhance enterprise’s human capital library. As the third brand after Corporate Brand and Product Brand in the enterprise, employer brand is the new ace of human resource management, and is the secret weapon to win the talents’competition; it can not only improve the satisfaction and loyalty of the existing employees, but also attract more talents from human resources market. Therefore, the study of the relationship between commercial banks’employer brand and graduates’ job-search intention has great theoretical and practical significance.This article firstly reviewed the relevant literature about Employer Branding and Job-search Intentions at home and abroad, and summed up the previous studies; On the basis, the writer extracted five dimensions of Employer Brand and the elements of each dimension, then constructed this article’s theoretical model and research hypothesis, and designed Employer Brand and Job-search Intention’s questionnaire; And then through the pre-investigation and analysis of the survey, the writer corrected the initial theoretical model, the research hypothesis and the questionnaires, and then launched the formal investigation of this paper; Using SPSS20.0 to analyze the sample data of the formal questionnaire and to test the hypothesis. This study reach following conclusions:first, there was a significant positive relationship between Employer Brand and Job-search Intention; second, each dimension of the Employer Brand has a significant positive effect on Job-search Intention; third, the influence degree of each Employer Brand’s dimensions to Job-search Intention is different, companies should construct the five dimensions of employer brand differently. At the end of this article, based on the results of empirical analysis, the author puts forward several recommendations to construct a better Commercial Banks’employer brand.This study confirmed the positive effect between company’s employer brand building and job-search intention of potential employees, pluged the empirical research hole of the correlation between employer brand and job-search intention, and deeply explored the influence between employer brand’s dimensions and college graduates’ job search intention. Outstanding employer brand can attract excellent graduates to join, can enhance enterprise’s human capital library; then can promote enterprise’s talent competition advantage, and finally achieve a long-term development.