Research On The Influence Of Employer Brands On Job Search Intention

In the information age with fierce competition for talents,companies may not be able to gain an advantage in the talent market by investing high recruitment costs.With the intensification of competition,employer brand has become the direction of job seekers in the labor market.Job seekers express themselves by choosing enterprises that match their ideal self-image.They also hope to become a member of a specific group to win others' respect and improve their social status.Therefore,it is necessary for enterprises to understand the factors that employer brand affects job seekers,and build and spread the image of employer brand according to the influence path of employer brand on job seeking intention.On the basis of previous scholars' research,based on the individual organization matching theory and social identity theory,this paper establishes a theoretical research model with employer brand as independent variable,brand identity as intermediary variable and job seeking intention as dependent variable.This research adopts the research method of questionnaire survey,through the questionnaire screening,the final research has collected a total of 311 valid data.Then based on a sample of 311 effective job applicants,using SPSS24 and MPLUS8 software for empirical analysis.The results show that the functional and symbolic of employer brand have a significant positive impact on Job-hunting intention,in addition,the functional factor has a greater impact on Job-hunting intention than the symbolic factor;the personal identity and social identity of brand identity have a significant positive impact on Job-hunting intention,and the social identity factor has a greater impact on Job-hunting intention than the personal identity;brand identity It plays an intermediary role between the employer's brand and the intention to apply for a job.The specific performance is that the personal identity plays a part of intermediary role between the employer's brand and the intention to apply for a job,and the social identity plays a part of intermediary role between the employer's brand and the intention to apply for a job.According to the conclusion of empirical analysis,this paper gives specific management suggestions when enterprises build employer brand.Theoretically,each enterprise should invest in the construction of functional(salary and welfare,etc.)and symbolic(influence,etc.)elements to comprehensively improve the employer brand,but it is not realistic for small and medium-sized enterprises to implement.Therefore,different types of enterprises should enhance their strengths and make up for their weaknesses,highlight their own characteristics,and enhance their attractiveness for target groups.Secondly,if the enterprise wants to improve the brand identity of the employer,it can improve the public image and public praise,enhance the brand identity,and promote the product brand identity to drive the employer brand identity.