企业外部雇主品牌构成要素研究

发布时间：2018-03-01 03:07

本文关键词： 雇主品牌外部雇主品牌雇主吸引力构成要素　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国人才紧缺难题日渐凸显,争夺和吸引这些潜在优质资源正变得愈加重要,越来越多企业积极投身到最佳雇主日益激烈的角逐中。作为雇主吸引力塑造最有力的战略工具,雇主品牌成为有前瞻性雇主聚焦的重点。雇主品牌分为内部和外部品牌,由于现有和潜在员工不同的感知方式,对应评价构成必然不同,现代学术界对内部雇主品牌研究已有成熟的评价模型,但外部雇主品牌仍未有成熟统一的测量量表和工具,如何在中国人才竞争市场上吸引潜在员工,塑造理想工作场所为外部雇主品牌构成提供了研究紧迫性和必然性。本研究核心目的是探索适合我国文化背景的外部雇主品牌构成,研究对象定位于潜在员工,包括应届毕业生和有工作经验的再次求职者(初入职场、中等经验、经验丰富三类),以雇主吸引力为探索视角采用规范性研究方法,包括文献综述法、访谈法、调查问卷、探索性因子分析、验证性因子分析得到外部雇主品牌评价“6C”模型,包括团队合作、薪酬福利、职业发展、组织实力、组织声誉、组织文化,保证模型可靠性,补充该领域研究成果,并完善我国“最佳雇主”量化评价体系。基于个体差异分析,就业状态对“组织实力”、“组织声誉”、“组织文化”、“职业发展”四维度会产生显著影响,但工作经验长短并无显著影响,性别对外部雇主品牌构成无显著影响。对比内部及外部雇主品牌构成,两者差异性体现在潜在员工比现有员工更看重“薪酬福利”、“团队合作”、“职业发展”,而现有员工比潜在员工更看重“组织实力”,相比现有员工,潜在员工还非常看重“组织文化”、“组织名誉”方面的感知。进一步对比本研究“6C”模型与“EmpAt”模型、“功能性-象征性模型”得出:“EmpAt”模型与“6C”模型均重视薪酬福利、职业发展、团队合作感知,但前者关注功能性特征探索,而后者考虑了功能性和象征性两方面构成特性;“功能性-象征性”模型认为应届生和在职员工对应外部雇主品牌构成不同,而“6C”模型认为两类群体同属潜在员工,结构统一,差异性主要体现在对具体构成要素的重视程度不同,在功能性特征上,两者均重视薪酬福利、职业发展,但前者还强调消费者合作对应届生的显著影响,而后者强调团队合作的重要作用,在象征性特征上,两者均从实力、名望、文化等方面考量,但前者强调创新、能力,后者强调组织文化、组织名誉。
[Abstract]:The problem of talent shortage is becoming increasingly prominent in our country. It is becoming more and more important to compete for and attract these potential high-quality resources. More and more enterprises are actively engaged in the fierce competition for the best employers. Employer brands are the focus of prospective employers. Employer brands are divided into internal and external brands. Due to the different perception of existing and potential employees, the corresponding evaluation composition is necessarily different. There is a mature evaluation model for the research of internal employer brand in modern academic circles, but the external employer brand is not yet mature and uniform measurement scale and tools, how to attract potential employees in the Chinese talent competition market. Shaping the ideal workplace provides the research urgency and inevitability for the brand composition of external employers. The core purpose of this study is to explore the brand composition of external employers suitable for the cultural background of our country, and the object of the study is to target at the potential employees. Including fresh graduates and re-job seekers with work experience (first career, middle experience, rich experience), using normative research methods, including literature review, interview, questionnaire, from the perspective of employer attractiveness. Exploratory factor analysis, confirmatory factor analysis and external employer brand evaluation "6C" model, including team cooperation, salary and welfare, career development, organizational strength, organizational reputation, organizational culture, ensure the reliability of the model. Based on the analysis of individual differences, employment status has a significant impact on the four dimensions of "organizational strength", "organizational reputation", "organizational culture" and "career development". However, the length of work experience had no significant influence, and gender had no significant effect on the brand composition of external employers. The difference between the two is that potential employees value "salary benefits", "teamwork" and "career development" more than existing employees, while existing employees value "organizational strength" more than potential employees. Potential employees also attach great importance to the perception of "organizational culture" and "organizational reputation." comparing the "6C" model with the "EmpAt" model, the "function-symbolic model" shows that both the "EmpAt" model and the "6C" model attach importance to salary benefits and career development. Teamwork perception, but the former focused on exploring functional features, while the latter considered both functional and symbolic components; the "function-symbolism" model suggested that new graduates and in-service employees had different brand structures corresponding to external employers. The "6C" model holds that the two groups belong to the same potential employees, and the differences are mainly reflected in the different degrees of attention to the specific elements. In terms of functional characteristics, both groups attach importance to salary, welfare and career development. However, the former also emphasizes the significant impact of consumer cooperation on recent graduates, while the latter emphasizes the important role of teamwork, both of which are considered in terms of strength, fame, and culture in terms of symbolic characteristics, but the former emphasizes innovation and ability. The latter emphasizes organizational culture and reputation.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272.92

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