Research On The Influence Mechanism Of Corporate Culture On Employer Branding

Nowadays, in the Era of knowledge economy, the global shortage of labor and technical personnel brings on the intensified competition for talents. More and more enterprises focus on their own employer branding, because the reputation in the human resource market is an important factor for them to attract, recruit and retain staff. Therefore, employer branding becomes the frontier field of strategic human resources. Various best employer contests risen along, attempt to establish unique and attractive images of best workplace, but ignore the essence of employer branding. That is the internal building of larruping enterprise culture, identity and characteristics. Excellent employer branding construction needs to establish emotional connections between employer and employee, and make the employees'requirement matching employment experience well. Among all the factors mentioned above, enterprise culture is approved to be one of the most important influencing factors in employer branding.This article systematically analyzed the influence of enterprise culture on the formation and development of employer branding, through their relationship model building. The dialectical relationship in enterprise culture, innovation and social culture has been discussed widely in China, but without qualitative study based on real theoretical data and models. According to the original measure model on commercial banks'enterprise culture, a new temporal dimension of dynamic measurement concept has been added. In this new model, the commercial banks'enterprise culture has been formed as a three-dimensional spatial structure with three dimensions and eight quadrants, emphasizing the transition and change from short-term institutional culture to long-term consciously shape. However, there is no empirical test of exact constitution dimensions in China's employer branding. Therefore, in this article, the author illustrates the employer's attraction model with exact data inspection for the first time, which is summarized from the more than one thousand investigations of commercial bank staffs. Basing on the functional model of enterprise culture, the investigations indicate that symbolism, experience and finctional property of employer's attraction has positive correlations with Chinese commercial banks'short-term enterprise culture (system reform), short-term adaptability culture (customer orientation), as well as the compatibility culture ( responsibility and sense of discipline). On the other hand, the those characteristics of long-term enterprise culture also has positive correlation with sense of mission (core value), sustainability culture (enterprise philosophy and self-discipline), long-term adaptability culture (company's self-organization), as well as compatibility culture ( employee's self-motivation and innovating). The data and models in this article provide theoretical evidences for the principle of enterprise culture's influence on the employer branding.