英特尔公司雇主品牌建设研究

发布时间：2018-06-15 10:03

本文选题：雇主品牌 + 企业责任　；参考：《西南财经大学》2013年硕士论文

【摘要】：“雇主品牌”是企业雇主对现有雇员和潜在目标人才的“承诺”,它包含外部品牌和内部品牌。外部品牌就是在潜在的目标人才中树立品牌,使他们愿意到公司来工作,为公司树立最佳工作地的形象。内部品牌则是在内部员工中树立品牌,是公司对雇员做出的某种承诺,不仅仅是公司和雇员之间所建立的关系,还体现了公司为现有员工所提供的独特工作经历。在执行力成为决胜关键的现代社会,如何面对日益升级的人才争夺战是当前企业必须面对的问题,而卓越的雇主品牌可以帮助企业形成独特竞争优势。在当今社会感叹“人才难找,留才不易”的同时,企业投入越来越多的钱,提供远高于市场价位的工资。然而一旦竞争对手效仿,此招便告失灵,结果人员留用状况未得到改进,经营成本却大幅度攀升。最近几年,一种新的人才战略开始发挥作用,即在社会公众心中建立并保持一个强有力的雇主品牌。一个成功的雇主品牌,对于企业的发展,人才的聚集,无疑是巨大的。如今回顾微软、谷歌、苹果、英特尔等赫赫有名的世界级公司,雇主品牌效应无疑是其成功的重要因素。从2009年到2012年,英特尔公司连续三年入围美国《财富》杂志组织的全球最佳雇主评选,其雇主品牌排名位列全球前25强。英特尔公司对雇主品牌的创建有独特的见解,除了给予员工具有竞争力的薪水,建立创新型的企业文化和打造全球一流的企业社会责任形象是公司雇主品牌建设致胜的法宝。以英特尔中国为例,过去五年中,员工年离职率不到3%,稳定的员工队伍也带来了公司的稳定发展,避免了不必要的人才流失的。英特尔长期致力于企业社会责任方面的前瞻性探索。基于“创新、催化、共享价值”的战略思考,英特尔一直积极参与各方力量跨界合作,着眼于一些亟待解决的社会问题携手共进,如教育变革、环境保护、中小企业创新、公益组织能力发展以及老龄化等问题。积极互动和参与社会公益事业给公司建立了良好的企业社会责任形象。只有对社会负责的公司,才能对自己的员工负责,一个良好的社会口碑是一个优秀企业雇主必备的品质。从而当英特尔不断走向企业责任新高度的同时,良好的社会反馈和丰富的社会需求也将为它带来战略新机遇。在市场经济高速发展下的中国,企业核心竞争力是支撑企业生存和发展的关键,而核心竞争力主要是人才。中国企业加强雇主品牌建设势在必行。如果没有优秀的人才加盟企业,或者企业留不住优秀的人才资源,企业就很难具备优秀的核心竞争力,长远来说企业生存都会面临极大的困难。论文第一章对雇主品牌的理论和实践进行了梳理,总结其理论发展各阶段的主要内容和特点。第二章总结了当前英特尔公司雇主品牌的特点,组织结构和企业文化。第三章以英特尔公司为例,介绍了其雇主品牌的创建途径和具体方法,强调了一个优秀的企业雇主所需要的企业社会责任和卓越的创新战略意识。第四章进一步揭示了英特尔公司雇主品牌建设成功案例对中国企业的启示,通过总结英特尔公司雇主品牌的创建途径和方法,对中国企业雇主品牌的创建和成长,有一定的借鉴作用。
[Abstract]:The " employer brand " is a " commitment " of an enterprise employer to existing employees and potential target talents , which includes external brands and internal brands . The external brand is to set up a brand in potential target talents , making them willing to work with the company to establish the best place of work for the company . The internal brand is a kind of commitment by the company to employees , not just the relationship established between the company and the employee , but also the unique experience of the company for existing employees .

In modern society where the execution force becomes the key to the decisive victory , how to face the problem that the current enterprise must face , and the superior employer brand can help the enterprise to form a unique competitive advantage . At the same time , the enterprise invests more and more money to provide the salary which is higher than the market price .

In recent years , a new talent strategy has begun to play a role in building and maintaining a strong employer brand in the public ' s mind . A successful employer brand is no doubt huge for the development of the enterprise and the gathering of talents . It is no doubt that the employer ' s brand effect is an important factor for success in reviewing the famous world - class companies like Microsoft , Google , Apple , Intel , etc .

From 2009 to 2012 , Intel Corporation was ranked by top 25 in the world ' s top 25 global best employers for three consecutive years . Intel has a unique insight into the creation of employers ' brands . In addition to giving employees a competitive salary , creating innovative corporate culture and creating a world - class corporate social responsibility image is a victory for the company ' s employer brand . With Intel China as an example , in the past five years , the employee turnover rate is less than 3 % , and the stable workforce also brings the company ' s stable development , avoiding unnecessary brain drain .

Intel has been actively involved in forward - looking exploration of corporate social responsibility . Based on the strategic thinking of " innovation , catalysis and sharing value " , Intel has been actively involved in cross - border cooperation , focusing on issues such as education reform , environmental protection , innovation of small and medium - sized enterprises , capacity development of public welfare organizations and ageing .

Under the high - speed development of the market economy , the core competence of enterprises is the key to support the survival and development of enterprises , and the core competitiveness is mainly talent . Chinese enterprises must strengthen the construction of employers ' brands . If there are no outstanding talents to join the enterprises , or enterprises can ' t retain the outstanding talent resources , enterprises can hardly have excellent core competitiveness . In the long run , the survival of enterprises will face great difficulties in the long run .

The first chapter summarizes the theory and practice of the employer ' s brand , summarizes the main contents and characteristics of the theory development stages . The second chapter summarizes the characteristics , organization structure and enterprise culture of the employer brand in Intel Corporation .
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.63;F273.2

【参考文献】