Analysis On Key Elements And Promotion Strategy Of External Employer Brand Of Coal Enterprises

The transformation and upgrading of coal enterprises is the premise to achieve high-quality development of the industry and the key content to achieve the strategic goal of "carbon peak and carbon neutrality" in China.However,the shortage of technical talents and the difficulty of introducing excellent talents have become the primary problems restricting the transformation and development of coal enterprises.In the increasingly competitive labor market,establishing a good external employer brand can obtain competitive advantages for coal enterprises,and it’s a feasible way to solve the shortage of talent reserve.However,the external employer brand construction of coal enterprises in China is still in the preliminary stage of exploration.Under the dual challenges of insufficient industry attraction and diversified job hunting concepts,it is of great significance to identify the key factors affecting the satisfaction of potential employees to help coal enterprises to better build external employer brand.In view of the current situation of talent shortage in China’s coal enterprises,this paper,from the perspective of potential employees in coal enterprises,takes the external employer brand of coal enterprises as the research object,and takes the characteristics of ideal coal enterprises in the eyes of potential employees as the primary elements of external employer brand of coal enterprises.Kano model is used to identify the key factors driving potential employee satisfaction.On this basis,TOPSIS method and Chi-square test are used to analyze the attributes of key factors,and specific strategies are proposed for coal enterprises to build and promote external employer brand.The results of the study are as follows :(1)From the perspective of potential employees,the qualitative research method is used to deeply explore 29 primary components of external employer brand of coal enterprises,involving 7 dimensions such as salary and welfare,work itself,life security,enterprise strength,psychological feelings,development opportunities and enterprise label.(2)Kano model is used to classify the primary elements of external employer brand of coal enterprises as having 4 attribute types,including essential,expectant,charismatic and undifferentiated.19 key elements affecting potential employees’ satisfaction are obtained through screening,including salary competitiveness,sense of belonging,production safety and other elements.(3)TOPSIS method was used to rank the importance of different factors in the same attribute type,and it was found that recruitment behavior,production safety and production efficiency were ranked first in the three attribute types of necessity,expectation and charm respectively.At the same time,it is found that potential employees’ work experience,household registration type,only child or not,and regional differences of origin have significant differences in their perception of external employer brand.(4)Based on the analysis results of the key factors,the specific strategies to enhance the external employer brand of coal enterprises are put forward,including enhancing the service consciousness of the coal industry and external employer brand,the differentiated supply strategy of external employer brand based on the types of factors,and the differentiated service strategy of external employer brand for different groups.There are twelve figures,nineteen tables and seventy-five references in this thesis.