H公司校园雇主品牌营销问题及对策研究
发布时间：2019-03-14 19:34
【摘要】：随着中国经济的持续发展,企业之间的竞争已从市场、产品、渠道的竞争最终转为对核心人才的争夺。近年来,各行各业企业都积极建设个性化、人性化的雇主品牌,通过倡导人本化管理思想,提供具有竞争力的薪酬福利,关心员工成长等方式宣传公司雇主品牌文化,增强组织的吸引力,吸引优秀的人才。高校大学生作为组织的潜在员工,是最大的人才资源储备库。如何吸引高校大学生,尤其是综合素质优秀大学生成为组织的核心资源,是当今众所瞩目的主题。企业要想在人才争夺战中胜出,就不能再像以往校园招聘中的"就事论事",仅为招聘而入校,缺乏长远打算和塑造特定的校园雇主品牌的意识;但若一味在校园招聘中标新立异,缺乏对雇主品牌基础认知和前期建设,在校招中发生不少盲点或误区,也许会事与愿违"牵连"企业的产品品牌乃至整个企业品牌。本论文通过对校园雇主品牌的研究,结合H公司的实际状况,提出一套切实可行、适合该公司的校园雇主品牌营销改善对策,帮助企业找出提高校园招聘的选拔准确性和推广雇主品牌的措施和途径,从而为企业里的实证应用做出有益的探索。本文首先归纳了有关雇主品牌建设和营销的文献理论,初步掌握了科学雇主品牌的核心思想——即基于心理契约理论的提升员工与潜在员工对企业的好感度,并对H公司雇主品牌在校园端的营销现状及存在问题做了分析,在此基础上给出相应的改善对策和长期维护的方向及管理办法。
[Abstract]:With the sustainable development of Chinese economy, the competition among enterprises has changed from market, product and channel to the competition for core talents. In recent years, various industries and enterprises have been actively building personalized and humanized employer brands, through advocating humanistic management ideas, providing competitive remuneration and benefits, caring for the growth of employees and other ways to publicize the employer brand culture of the company. Enhance the attractiveness of the organization and attract excellent talents. College students, as the potential employees of the organization, are the largest reserve of human resources. How to attract college students, especially the excellent college students with comprehensive qualities, becomes the core resource of the organization, which is the focus of attention today. If enterprises want to win in the competition for talents, they can no longer be like the "on-the-matter" in the past campus recruitment, just for the sake of recruiting, lack of long-term plan and the consciousness of shaping the specific campus employer brand; However, if it is new and new in campus recruitment, lack of basic knowledge of employer brand and early construction, there are many blind spots or misunderstandings in school recruitment, which may backfire the product brand of the enterprise and even the whole enterprise brand. Based on the research of campus employer brand and the actual situation of H company, this paper puts forward a set of feasible and suitable countermeasures for the improvement of campus employer brand marketing. It helps enterprises to find out the measures and ways to improve the selection accuracy of campus recruitment and promote the employer brand, so as to make a useful exploration for the empirical application in enterprises. Firstly, this paper sums up the literature theory about employer brand construction and marketing, and preliminarily grasps the core idea of scientific employer brand-that is, to improve the sensitivity of employees and potential employees to enterprises based on psychological contract theory. Based on the analysis of the current marketing situation and the existing problems of the employer brand of H Company in the campus, the corresponding improvement countermeasures, the direction of long-term maintenance and the management methods are given.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F426.82
[Abstract]:With the sustainable development of Chinese economy, the competition among enterprises has changed from market, product and channel to the competition for core talents. In recent years, various industries and enterprises have been actively building personalized and humanized employer brands, through advocating humanistic management ideas, providing competitive remuneration and benefits, caring for the growth of employees and other ways to publicize the employer brand culture of the company. Enhance the attractiveness of the organization and attract excellent talents. College students, as the potential employees of the organization, are the largest reserve of human resources. How to attract college students, especially the excellent college students with comprehensive qualities, becomes the core resource of the organization, which is the focus of attention today. If enterprises want to win in the competition for talents, they can no longer be like the "on-the-matter" in the past campus recruitment, just for the sake of recruiting, lack of long-term plan and the consciousness of shaping the specific campus employer brand; However, if it is new and new in campus recruitment, lack of basic knowledge of employer brand and early construction, there are many blind spots or misunderstandings in school recruitment, which may backfire the product brand of the enterprise and even the whole enterprise brand. Based on the research of campus employer brand and the actual situation of H company, this paper puts forward a set of feasible and suitable countermeasures for the improvement of campus employer brand marketing. It helps enterprises to find out the measures and ways to improve the selection accuracy of campus recruitment and promote the employer brand, so as to make a useful exploration for the empirical application in enterprises. Firstly, this paper sums up the literature theory about employer brand construction and marketing, and preliminarily grasps the core idea of scientific employer brand-that is, to improve the sensitivity of employees and potential employees to enterprises based on psychological contract theory. Based on the analysis of the current marketing situation and the existing problems of the employer brand of H Company in the campus, the corresponding improvement countermeasures, the direction of long-term maintenance and the management methods are given.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F426.82
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