The Relationship Of Employer Brand And Product Brand

In recent years,fierce market competition has intensified competition for talents.In order to attract outstanding talents and retain internal core employees,entrepreneurs and executives are paying more and more attention to employer brand building and talent management,but most companies lack the characteristics and functions of employer brands.In-depth cognition,but more concerned with product innovation that can directly create profits,investment in product brand building far exceeds employer brand building.In fact,product brands and employer brands are equally important to a company's ability to build profitability.First of all,in the service industry,employees are the main carrier of service delivery,and employees' attitudes and behaviors will directly affect consumers' consumption experience.In the manufacturing industry,the attitude and behavior of employees also determine the quality and value of the products.Therefore,internal employer brand building has a direct impact on employees' attitudes and behaviors,and employees' attitudes and behaviors also have a direct impact on product brands.Secondly,employees are job seekers from the labor market,and the first release of job seekers and companies is often through the appearance of corporate product advertising,the use of corporate products or the experience of corporate services,so product brands to external employer brands The construction also has an impact.Finally,the construction of internal employer brands will affect employee loyalty.Employee loyalty will promote employees' word-of-mouth publicity.Potential job seekers will get employer information,which will lead to job-seeking tendencies.Internal employer brands will generate external employer brands.influences.This paper analyzes the existing literature and finds that the interaction mechanism between internal employer brand,product brand and external employer brand has not been discussed in detail by scholars.Few studies have different internal target brands and external employer brands.The concepts are clearly separated.Therefore,the main contents of this paper are: First,define the concept of internal employer brand,external employer brand,product brand,subordinate discipline,responsible department,target group,main role,communication channel,information availability,brand construction focus,measuring dimensions.Second,explain how internal employer brands affect product brands,how product brands affect external employer brands,and how internal employer brands affect external employer brands.Third,through empirical research,it is found that the internal employer brand is significantly positively correlated with the external employer brand,the product brand is significantly positively related to the external employer brand,and the product brand plays a partial intermediary role between the internal and external employer brands.