Research On The Influence Mechanism Of Enterprise's Product Brand Value To Employer External Attractiveness

When the core battlefield of the competition among enterprises is transferred to the knowledge,talents,the main carrier of knowledge,play an extremely significant role in it.How to attract outstanding candidates,or how to maintain the stability of the outstanding staff,have become the focus of the human resources research in recent years.The scholars led the marketing concept of ‘product brand' into the HR management,and then the concept of ‘employer brand' came to the world.Since the employer brand comes from the product brand,there must be a relationship between them.Therefore,we choose the product brand value as the breakthrough point,explore its impact on the employer external attractiveness,and confirm the intermediary role of employer brand perceived quality in them,in order to reveal the influence mechanism of product brand value to the employer external attractiveness.Through reviewing and combing the relevant literature,the research constructs the concept model on how the product brand value impacts on the employer external attractiveness,and proposes the hypotheses based on the model.By analyzing the survey data from university students,we test the hypotheses,the main research contents include: 1)divide the dimensions of employer brand perceived quality;2)verify the positive influence of the product brand value on the employer external attractiveness;3)confirm the mesomeric effect of employer brand perceived quality.Finally,we summarize the research conclusion,and propose some management suggestions.We find that the employer brand value perceived by the university students can be divided into three dimensions: functional value,social value and psychological value.The product brand satisfaction and loyalty have a significant positive effect on the employer external attractiveness,but the product brand awareness has not.The employer brand perceived functional value and social value take significant intermediary role in it,but psychological value does not.According to the above,we think enterprises should implement collaborative marketing strategy,and deliver the employer information through various channels.They should try the best to improve the customer satisfaction and loyalty of the products,so as to let the "excellent staff-excellent product-excellent staff" cycle can be continued.