The Impact Of Product Brand On Job Applying Intention

The comprehensive and multi-dimensional competition among enterprises is a prominent feature in today’s global economic environment.With the advent of the knowledge economy era,the talent has increasingly become an important and scarce strategic resource and core competency for enterprises.Talent competition plays an increasingly important role in the overall competition of enterprises.Therefore,enterprises urgently need to adopt various means to create their own attractiveness,attract the attention of job seekers,and win the first chance in the talent competition.Undoubtedly,a good employer image can attract more outstanding talents,and excellent product brands,like excellent employer brands,can attract targets.As a marketing strategy aimed directly at consumers,can product brands also play a role in attracting talent and job hunting? If it can work,how should it be applied in a recruitment environment? Can product brands affect employer brand perception and indirectly affect talent job search intentions? Answering the above questions is the focus and goal of this study.Based on previous research,this paper establishes a theoretical research model with product brand as the independent variable,employer brand perception as the mediating variable,and job search intention as the dependent variable,based on social signaling theory and risk management theory,for the FMCG industry,where the brand effect is more significant.After sorting,summarizing and concluding the relevant literature,this study conducts an empirical analysis for the proposed theoretical research model.In order to avoid the interference of corporate brands,which are closely related to product brands,this study distinguished product brands from corporate brands and controlled for corporate brands in the research design.The results of data analysis show that(1)product brand,brand awareness,brand loyalty,and employer brand perception have a positive and significant effect on job search intention;(2)product brand and all its dimensions positively affect employer brand perception;(3)Employer brand perception fully mediates the relationship between the product brand and job search intention,and partially mediates the relationship between the product brand loyalty and job search intention of job seekers;(4)Risk tolerance negatively moderates the relationship between product brand and job search intention.Based on the research findings,this paper proposes the following suggestions on how to use the FMCG industry’s own product branding strategy to attract talents to seek jobs:(1)synergize product branding and employer branding to enhance employer brand perception with product branding;(2)enrich market information to reduce job seekers’ risk perception.