| In the era of knowledge-based economy,the competition among enterprises has been intensified,and the competition of physical capital(equipment,products,buildings,etc.)has gradually been replaced by human capital competition.The literature study found that as the employer’s first impression of the employer’s employer,the employer brand can significantly predict the job seeker’s tendency to seek employment,and thus influence the job search decision.In addition,relevant research shows that job-seeker self-efficacy is a positive predictor of job seekers’ job opportunities and job search results.How to use job-seeking activities to attract job-seekers and then develop potential talent advantages has become a hot topic in the field of human resource management practice.Therefore,the study of the relationship between employer brand and the intention of job hunting of recent college students and the influence of the individual characteristics of job seekersself-efficacy,have certain reference value for the construction of employer brand and the guidance of employment for university graduates.Based on the theoretical basis,this paper establishes a theoretical model that uses the employer brand as an independent variable,self-efficacy as a regulated variable,and the job-seeking intention of recent college graduates as the dependent variable,and puts forward 12 theoretical research hypotheses.In this study,paper questionnaires were used to conduct field surveys and electronic surveys and online surveys were conducted to collect data.The survey respondents mainly came from Shandong and Beijing regions.A total of 334 formal questionnaires were issued,259 were actually recovered,and the effective recovery rate was 77.54%.Through regression analysis,correlation analysis,descriptive statistical analysis and hypothesis testing of the research model,the following basic conclusions can be drawn:(1)Based on the personal-organization matching theory,for the new generation of job seekers,the employer brand and its five dimensions(remuneration benefits,work-life effectiveness,value recognition,development opportunities,and corporate labels)correspond to the graduates There is a significant positive effect on job search intentions.And the factor of value recognition has a greater influence on job-seeking intention than the other four dimensions,indicating that undergraduates now pay more attention to whether their own value can be achieved when choosing a career.(2)Based on the theory of social cognition,for the new college graduates,the relationship between job-seeking self-efficacy and the employer’s brand and its fivedimensions and job-seeking intention plays a positive regulatory role.In other words,during the job search process,individuals with a high sense of self-efficacy believe that their goals are within easy reach.They also believe that they have the ability to successfully seek and obtain employment.They are confident that they are competent in the face of their interested organizations,occupations,and positions.As a result,positive intentions for job hunting and job search results are generated,and thus self-efficacy has played a positive regulatory role in the relationship between employer brand and job search intention.At last,based on the empirical analysis results and discussion,this study gave concrete suggestions at the enterprise level and individual level.From the aspect of enterprise management,enterprises should pay sufficient attention to a well-established employer brand,and must provide sufficient material support for job applicants in life and work,such as salaries and salaries,promotion of positions,etc.,and pay attention to them.Spiritual needs,such as value recognition,superior trust and care,etc.From the individual perspective,fresh graduates should pay attention to improving their professional capabilities and accomplishments,enhance their self-worth,and combine their own characteristics to select suitable positions.Matches jobs,etc. |
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