CF公司雇主品牌建设项目设计与研究

发布时间：2018-12-11 13:28

【摘要】：随着知识经济时代的到来,越来越多的企业认识到人力资源已经成为企业核心竞争力的重要因素。企业要想吸引到优秀人才,留住核心员工,提高他们对组织的满意度和忠诚度,就必须进行雇主品牌建设。然而,对我国大部分企业来说,雇主品牌建设并没有得到足够的重视,导致企业的员工满意度下降、忠诚度降低、人员流失率增加。雇主品牌的概念最早由英国著名的管理专家赛蒙·巴洛(Simon Barrow)与伦敦商学院提姆·安博拉(Tim Ambler)提出。他们借助市场学和营销学的方法,把“产品品牌”的概念引入到企业的人才管理领域,雇主品牌理论研究正式开始。他们通过研究指出：“雇主品牌体现为由雇佣行为提供并与雇主联系在一起的功能利益、经济利益和心理利益的组合。雇主品牌体现为由雇佣行为提供并与雇主联系在一起的功能、经济和心理利益组合。功能利益是指雇主向员工提供的有利于职业发展或其他活动的机会,经济利益是指雇主向员工提供的薪酬,而心理利益则是指员工在工作中产生的归属、方向和目标等方面的感受和体验。”’ 雇主品牌的重要内容就是将企业的使命、价值观与员工的工作体验整合在一起,向企业现有和潜在的员工提供良好的工作环境、薪酬体系和学习发展等功能性、体验性和象征性的价值,提高企业的知名度和美誉度。 CF公司是我国重要的一家航空制造企业,近年来,随着国家对国防工业的重视,CF公司得到了高速发展,对人才的需求也越来越强烈。为此,CF公司经过研究决定,启动了CF公司雇主品牌建设项目。本文以CF公司雇主品牌建设项目为研究对象,阐述了雇主品牌理论和项目管理理论的相关基本理论,然后分析了CF公司的人力资源情况和存在的问题,论述了雇主品牌建设对CF公司的必要性和重要性。最后从CF公司实际情况、企业文化、企业提供的环境、企业的相关管理制度等角度出发,提出了CF公司雇主品牌建设项目的具体内容和实施办法。然后,对已经实施的雇主品牌建设项目进行了效果评估,指出了雇主品牌建设项目的一些不足。最后,对完善整个雇主品牌建设项目提出了一些建议。本文以CF公司雇主品牌建设项目为例所作的研究希望能够对类似企业有很好的借鉴意义。
[Abstract]:With the coming of knowledge economy, more and more enterprises realize that human resource has become an important factor of core competence. In order to attract outstanding talents, retain core staff and improve their satisfaction and loyalty to the organization, enterprises must build employer brand. However, for most enterprises in our country, the construction of employer brand has not been paid enough attention, which leads to the decrease of employee satisfaction, the decrease of loyalty and the increase of staff turnover rate. The concept of employer brand was first developed by Simon Barlow (Simon Barrow), a leading management expert in the UK, and Tim Ambera (Tim Ambler), London Business School. With the help of marketing and marketing methods, they introduced the concept of "product brand" into the field of enterprise talent management, and began the research of employer brand theory. They point out: "employer brand is the combination of functional interest, economic interest and psychological interest provided by employment behavior and associated with employer." Employer brand is a combination of function, economic and psychological benefits provided by employment behavior and associated with employer. The functional interest refers to the opportunity provided by the employer to the employee for career development or other activities, the economic benefit is the salary provided by the employer to the employee, and the psychological benefit refers to the attribution of the employee in the work. Feelings and experiences in terms of direction, goal, etc. The important content of the employer brand is to integrate the mission, values and the work experience of the employees, to provide the existing and potential employees with a good working environment, pay system, learning development and other functions. Experience and symbolic value, improve the reputation and reputation of the enterprise. CF company is an important aviation manufacturing enterprise in our country. In recent years, with the national defense industry attached importance to, CF company has got the high speed development, the demand for the talented person is also more and more intense. To this end, CF company through the research decision, started the CF employer brand building project. This paper takes the CF company employer brand construction project as the research object, elaborated the employer brand theory and the project management theory related basic theory, then analyzed the CF company human resources situation and the existence question, This paper discusses the necessity and importance of employer brand construction to CF Company. Finally, from the point of view of the actual situation of CF Company, corporate culture, the environment provided by the enterprise, and the related management system of the enterprise, this paper puts forward the concrete contents and implementation methods of the brand construction project of the employer of CF Company. Then, the author evaluates the effect of the employer brand building project and points out some shortcomings of the employer brand building project. Finally, some suggestions are put forward to perfect the whole employer brand construction project. This paper takes the CF employer brand construction project as an example and hopes it can be used for reference for similar enterprises.
【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】：F272.92;F426.5

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