Research On The Diagnosis And Improvement Of Campus Recruitment Status Of Company Z From The Perspective Of Employer Brand

With the increasing uncertainty in the external environment,competition among enterprises has become more intense,ultimately resulting in a competition for talent.Universities are the largest repository of talent and an important source of talent acquisition,with students being a key target for many companies.Companies with high visibility and reputation can attract suitable talent at lower costs by exhibiting and promoting their employer brand in the talent market.By combining employer branding with campus recruitment and creating high-quality campus recruitment programs,companies can not only quickly replenish their workforce and maintain their youthful vigor,but also help build their talent pipeline and establish their employer brand image.Z Company is a relatively small financial service outsourcing company established in 2013,with all of its businesses currently in an upward trend and a growing need for talent.Z Company’s campus recruitment strategy is to combine its employer brand with campus recruitment by collaborating with M University to establish a training base,integrate courses,and increase the company’s visibility and influence.This is aimed at enabling more students to understand and become familiar with the company,enhancing Z Company’s attractiveness,and ultimately attracting more employees that are suitable for the company.However,despite investing a significant amount of manpower,resources,and finances,the effectiveness of Z Company’s campus recruitment has been disappointing.Through literature review,this thesis combs the relevant theories of employer brand and campus recruitment.By referring to the questionnaire in classical literature,the questionnaire scale was revised and compiled.145 students were surveyed to understand their cognition and views on the employer brand,enterprise attraction and recruitment process of Z Company,summarize the current situation of Z Company’s campus recruitment and identify existing problems.Eight employees and three former employees were interviewed to further analyze the problems existing in employer brand and campus recruitment from the perspective of employees.By analyzing the current situation of Z company’s campus recruitment and combining the results of this survey,it is found that Z Company’s campus employer brand lacks implementation objectives,unclear connotation of employer brand,non-standard campus recruitment process,unprofessional recruiters,inadequate corporate publicity and other problems.Therefore,this thesis puts forward a plan to apply the employer brand to campus recruitment,hoping to help Z company effectively solve the current problems and enhance its advantages in campus competition by clarifying the core values of the enterprise and the connotation of the employer brand,building a professional team,and constantly optimizing the scientific and rational recruitment measures.