The Research About Corporate External Employer Brand Attractiveness Factors

With the wave of Best Employers Award rising in China, more and more enterprises have participated in the "best employer" selection activities, more and more scholars began to study employer brand, the community give employer brand highly appraise because excellent employer brand can effectively improve enterprise visibility and reputation, make the enterprise to absorb talents, recruit talent priority; And good employer brand is good for attracting and recruiting target talent, reducing the risk of organizational adaptation, reducing recruitment costs; At the same time good employer brand helps to motivate and keep hard working staff, reduce the ratio of staff loss. the community have been fully aware of the value of employer brand, started from the Angle of employees corporate employer brand attractiveness factors were studied. in the eyes of employees, Employer brand attraction factor is the various interests factors comprehend of employer brand providing for them, attractive to employers brand factor analysis is helpful to understand truly attractive factor for employees, to improve the employer brand appeal and shape excellent employer brand has a positive role. This article from the perspective of potential employees through the empirical way to research the enterprise external employer brand appeal factor, which according to the result of empirical research for enterprise external employer brand construction to provide advice.At present, the related research about enterprise external employer brand appeal factor is relatively small domestic, the research object is limited to university graduates ignored the candidates of having working experience, or separate fresh university graduates and job seekers in again to study, the innovation of this paper lies in that the external employer brand from the perspective of potential employees appeal factor has carried on the empirical research. Based on on-site interviews and related research at home and abroad, on the basis of the scale of enterprise is compiled external employer brand attraction pre-test questionnaire. According to pre-test survey results analysis was carried out on the initial questionnaire revised formed the formal questionnaire, using the factor analysis method of recycling of322valid questionnaires were analyzed, and obtained five factors the value of work is obtained, the cultural atmosphere, enterprise strength, management system, job characteristics. By T test and single factor test, it is concluded that the different gender, age, working years, marital status, job seekers to the enterprise external employer brand attractiveness factors of cognitive aspects there are significant differences, different degree, job categories of job seekers cognitive factors of enterprise external employer brand appeal does not exist significant differences.Three research conclusions are drawn through the above research:first, the work value factor is a potential candidate for enterprise external employer brand attractive factors of perception; Second, the atmosphere of enterprise, the enterprise strength, the enterprise system, job characteristics, to the enterprise external employer brand play a passive role; Third, individual difference factors of enterprise external employer brand appeal perception plays a significant effect. Finally based on above research the paper give three advices:the frist, providing extral value to attract job seekers; the second, giving more information about enterprise to attract the job seekers; the third, building an distinctive employee brand。...