Research On Impact Of Virtual Job-hunting Community Interaction On Employer Brand External Attractiveness

In recent years, more and more scholars have begun to study the employer brand. In this context, this study selects a new branch of research in the field of employer brand, trying to investigate the mechanism of the impact of virtual job-hunting community interaction on external attractive employer brand.On the basis of relevant theories, this study designed the questionnaire, including six factors: information interaction, interpersonal interaction, community satisfaction, community belonging, community commitment and employer brand external attractiveness except for the basic information. This dissertation tests 22 hypothesizes and establishes seven regression model. Furthermore, by using SPSS software, reliability and validity analysis, correlation analysis, regression analysis and independent samples T-test have been conducted to verify the proposed theoretical models in an empirical approach.In this dissertation, the main research work and its results are summarized as follows.First and foremost, the conclusions are as follows: Informational interaction has a negative impact on community commitment; interpersonal interaction has a significant positive impact on sense of community;Interpersonal interaction has a positive impact on employer brand external attractiveness; variables of sense of community have positive impacts on employer brand external attractiveness respectively.Secondly, community satisfaction plays a part mediating role when interpersonal interaction influences employer brand external attractiveness; community belonging plays a part mediating role when interpersonal interaction influences employer brand external attractiveness and community commitment plays a part mediating role when interpersonal interaction influences employer brand external attractiveness.Thirdly, four demographic characteristics of sex, education level, expected salary and age have significant differences partly on information interaction, interpersonal interaction, community satisfaction, community belonging, community commitment and employer brand external attractiveness. Job-hunting intention has no difference on the six variables. Therefore, this paper confirms that the demographic characteristics have a moderating effect.Last but not least, this study puts forward several suggestions to enhance external employer brand attractiveness. The recommendations are as follows:(1) Establish interpersonal networking platform which enables job seekers to enrich their existing social network and establish a good solid relationship with community members;(2)Make efforts to maintain virtual job-hunting community in order to promote satisfaction with the community, increase their sense of belonging to the community and enhance commitment to the community;(3) Companies should handle the information properly in the community and try to maintain the accuracy of the information.