The Research On The Employer Brand Of Chinese Universities

Because the importance of talents is increasingly enhanced, the competition for talents among organizations becomes intensely more and more. Attracting and gathering a group of talents is a sixty-four-dollar question to contribute to the development of Chinese universities. It's a serious problem to study the universities'attraction and policies for talents. In the field of talents'attracting and retaining, employer brand has been thought much universally and the research on it has developed more deeply. Based on the theory of employer brand, this article carried out theoretical analysis and empirical study systemically on the employer brand structure and the building strategy of universities, a special organization as absolute employers.This article discussed the employer brand structure and the building strategy of universities by questionnaire investigation from the needs of applicants that are students reading for doctor's degree. By variance analysis and confirmatory factor analysis on the structure of university employer brand, we discovered the brand structure is composed of three dimensionalities that are compensation system, social influence and value proposition, including twelve constituents. Thereinto, compensation system includes opportunities of training and development, job conditions and environment, flexible job time, room for promotion and settling registered permanent residence and housing; social influence includes known degree and honor degree, power and achievement of science researches, acceptability of the teacher identity by society; value proposition includes mode of training talents, idea on making use of personnel, management policy and system, development strategy and goal. The theory model fits the data very well. After further discussion, we think: (1) the opportunities for future career development and personnel growth are more important than salary and job stabilization; (2) registered permanent residence and housing are matters of particular importance; (3) universities providing strong sense of identity for people have more attraction to talents as employers; (4) the soft support function of value proposition adds employer brand value of universities; (5) universities should gibe more career assistance to female job seeker.About building university employer brand, this article mainly discussed the content, the principle and the branding process. Finally, it summarized the whole dissertation, pointed the limitation and indicated directions for the future study.