A Study On The Relationship Between Private High-tech Enterprises’ Employer Brand And Job Search Intention Of College Graduates

In the era of knowledge economy,talent competition is intensifying.Human capital has become an important resource for enterprises to sustain healthy development and maintain competitive advantages,especially for private high-tech enterprises with talent as the core and innovation as the leading force.College graduates,as a large group of potential employees in society,are the largest pool of high-quality talents in enterprises.Employer brand can help organizations efficiently attract outstanding talents who share the same values as the enterprise and to some extent reduce labor costs for the enterprise.Therefore,employer brand building is crucial for private high-tech enterprises to enhance their competitiveness in the talent market.On the basis of previous research,this article takes the perception of private high-tech enterprise employer brands by fresh graduates as the starting point,and conducts a systematic study on the structural dimensions and construction strategies of private high-tech enterprise employer brands in China through a combination of qualitative and quantitative analysis.First,the article adopts the grounded theory,obtains analysis data through in-depth interviews and data mining based on Python algorithms,and constructs a grounded analysis database.After encoding it through a three-step method to extract key dimensions of employer brands in private high-tech enterprises and interpret the results.Afterwards,based on the grounded research results,research hypotheses were proposed and a preliminary theoretical model was constructed.After designing,distributing,and collecting survey questionnaires,a structural equation model was constructed.Using SPSS26.0 and AMOS28.0 as tools,a structural equation model is constructed to empirically analyze the impact of various dimensions of employer brand in private high-tech enterprises on the job selection tendency of fresh college graduates.This article proposes a second-order three factor model for the employer brand of private high-tech enterprises,consisting of three core dimensions: "personal innovation return","corporate innovation image",and "personal innovation space".All three core dimensions have a significant impact on the career choice tendency of fresh graduates,with the degree of influence ranging from large to small being: personal innovation return,personal innovation space,and corporate innovation image.Among them,the competitiveness and fairness of salary and benefits,the technological strength of the enterprise,the smoothness of promotion channels,and the opportunity to learn knowledge and improve abilities will have a significant impact on the career choice tendency of fresh graduates.Finally,based on the results of the above research,this paper puts forward suggestions on employer brand management of private high-tech enterprises from two aspects of employer brand building and communication: employer brand building should focus on functional factors,provide corresponding material returns for "innovative" employees,help them realize their own value,complete self-improvement,and assist in shaping corporate culture;In terms of employer brand communication,it is necessary to develop campus recruitment strategies from the perspective of employer brand,carry out targeted dissemination,and continuously use new media forms such as the internet to broaden the channels for employer brand information dissemination.