企业雇主品牌吸引力及其形成机理研究

在人力资源国际化的背景下,越来越多的企业意识到打造自身的雇主品牌对吸引和保有优秀的人才,获得持久竞争优势的重要性。通过尝试性地提出了雇主品牌吸引力的概念,即企业的雇主品牌吸引、激励和保留员工的能力和程度,结合内部营销理论和个人组织适配理论,探讨了雇主品牌吸引力的形成机理,并提出管理建议。

Study on the Attraction of Employer Branding and Its Formation Mechanism

Under the background of globalization of human resources,more and more enterprises try to attract and retain outstanding staff through building up their own employer brands in order to obtain long-lasting competitive advantages.The concept of the attraction of employer branding was put forward,that is,the employers′ ability to attract,motivate and retain the staff,including external and internal attraction.Based on internal marketing theory and person-organization fit theory,the formation mechanism of the attraction of employer branding was discussed.Finally,management recommendations were proposed.