雇主品牌构建与战略人力资源优化——以可口可乐雇主品牌构建为例

发布时间：2019-02-17 18:53

【摘要】：现代企业面临战略同质化、智力资本化、工作人性化等挑战,企业间人力资源竞争日益激烈,人才管理已经成为企业战略重要的组成部分,通过塑造雇主品牌,吸引、激励、留住人才,推动企业品牌、产品品牌的建立和发展,最终获得超额附加价值,对增强企业竞争力具有十分重要的意义。文章基于战略人力资源管理视角深入剖析雇主品牌内涵和多维价值,探讨在人力资源管理流程中将雇主品牌与企业战略相联系,实现雇主品牌与产品品牌、企业品牌协调发展的路径。研究指出,为更好地构建雇主品牌,优化战略人力资源管理,企业要先有"品",后有"牌",有效吸引和保留人才;要内外兼修,全方位塑造雇主品牌;要打造雇主品牌的价值生态链,实现可持续发展。
[Abstract]:Modern enterprises are facing challenges such as strategic homogeneity, intellectual capitalization and humanization of work. Human resource competition among enterprises is becoming increasingly fierce. Talent management has become an important part of enterprise strategy. It is of great significance to retain talents, promote the establishment and development of enterprise brand and product brand, and finally obtain excess additional value, which is of great significance to enhance the competitiveness of enterprises. Based on the perspective of strategic human resource management, this paper deeply analyzes the connotation and multi-dimensional value of employer brand, and discusses how to link employer brand with enterprise strategy in the process of human resource management, so as to realize employer brand and product brand. The path of coordinated development of enterprise brand. The study points out that in order to construct employer brand better and optimize strategic human resource management, enterprises should have "quality" first, then "brand", which can attract and retain talents effectively. To create employer brand value ecological chain to achieve sustainable development.
【作者单位】：甘肃政法学院公共管理学院;首都经济贸易大学;
【基金】：国家社会科学基金项目“我国社会保障公平的非均衡发展研究”(项目编号:11BJY037) 首都经济贸易大学研究生科技创新项目的部分研究成果
【分类号】：F272.92;F416.82

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