Exploring The Relationship Between The Composition Of Employer Brand Image And Job Pursuit Intention Of College Students

Based on the brand image model of Biel,supplemented by the research on the employer brand image,taking the domestic Internet Co as the representative,this research is to explore the sub image composition of the employer brand image and their influence on the job pursuit intention of college students.This research aims to clarify the role of these sub images in the brand communication,and then to guide brand communication activities more effectively.Through quantitative analysis methods such as factor analysis and.structural equation modeling,it is found that:firstly,the employer brand image is composed of the employment experience image,the organization image and the employee image.Secondly,these sub images of the employer brand image influence the job pursuit intention of college students,and there are differences in the influence intensity and the influence path.For the influence intensity,among them,the employee image is the most influential factor in job pursuit intention,followed by the employment experience image and the weakest organization image.For the influence path,the employee image and employment experience image not only directly affect the job pursuit intention,but also influence the job pursuit intention by affecting the brand attitude;while the organizational image can only affect the job pursuit intention through the brand attitude.To sum up,the paper puts forward the influence model of the employer brand image,and claims that the sub images of the employer brand image play an important role in the brand communication.On the one hand,brand communication can shape the employer brand image from various sub images dimensions;on the other hand,brand communication can attract job seekers by spreading and shaping various sub images.At the same time,based on the difference of the impact of the sub images on the job pursuit intention,the paper puts forward some suggestions on the formulation and adjustment of the strategy of the employer brand communication.