Research On The Relationship Between Employer's Attributes, Perceived Value And Attractiveness

Faced with the escalating battle for human resources, create and maintain a good employer brand image. employers to attract outstanding college graduates of an effective strategic choice.This paper first defined and classificated attractive elements of the employer class; Secondly. The process that fresh university graduates choose employers will be an empirical study . Candidates perceived value was as a entry point of the employers attractive research to explore the perceived value of the structure, and the factors attractive to employers effect.The article focused on perceived value factors which will be divided into functional attract employers. Attract employers symbolic and social factors influencing factors in three parts. Employers functional attractive factors are : a work environment, employers characteristics, income, reputation and location, opportunities; Employers symbolic attractive factors are : a pragmatic innovation and disorderly mediocrity, democracy, freedom, systems and standards; Social factors that influence the subjective norms. The author divided total sample into groups by gender men, women groups, as well as by academic qualifications divided into undergraduate and master's degrees in groups. Further explored variable between different groups of mutual relations, comparative studies, many have come to the conclusion value.In this study 550 questionnaires were issued, 462 were recovered. After screening indicators, 421 questionnaires were distributed, and the recovery rate of 91%. Based on the descriptive statistical data analysis, reliability analysis, KMO measure, Bartlett ball test Correlation analysis and multiple regression analysis, concluded : For the total sample, employers attract functional factors, symbolic attractive factors and social factors on the candidates perceived functional value and symbolic value has a positive impact; functional value and symbolic value of a positive impact on employers attractive; Comparative analysis found that more women than men care about organizational characteristics, utilitarian, subjective norms, more men than women care about income; Master more than Bachelor care about material gains, subjective norms; Master than Bachelor care more about organizational behavior; Regression analysis found that for women, and Bachelor group, subjective norms and utilitarian value perception for a clear positive impact, while none of the male groups and master's degree.