The Study On The Relationship Of Employer Brand And Employee's Loyalty

The 21st century is the era of knowledge-based economy accompanying by the change of science and technology with each passing day and the fierce competition among enterprises. However, this competition is embodied in the competition of the talent in the final analysis. Now, the frequent flow and high wastage rate of talents have become a common problem in many companies and it has become an important problem concerned by the entrepreneurs and theorists:how to attract and retain talent, how to improve employee's loyalty and reduce huge losses of talent flow in the face of fierce market competition. Following the product brand and the enterprise image brand, The employer brand has a stronger appeal and influence as the third type of brand, because it can not only to attract more talented people, but also to make existing staff possess more pride and help businesses to improve staff loyalty more easily.Firstly, this study reviews the related theory about the employer brand and staff loyalty at home and abroad. Then the model and assumption are proposed on the basis of overview of previous studies and simple evaluation; Secondly, the invatigations about the relationships between the employer brand and staff loyalty in the context of Chinese cultures were conducted by questionare method. Finally, the hypothesises were tested on the basis of the survey data using SPSS and some conclusions are drawn as follows:①The Chinese level of employer brand and staff loyalty-building is still below the average one;②The positive correlation between the dimensions of employer brand and all levels of employee loyalty are significant;③The total compensation dimension has significant effects on the loyalty of preferences, the loyalty of trust and identity, and the loyalty of responsibility& mission;④The dimension of career development has significant effects on the loyalty of satisfaction and preferences, the loyalty of trust and identity, the loyalty of responsibilities& mission and loyalty of contribution& return; ⑤The difference of the level of satisfaction and preferences loyalty with the staff ages different are significant;⑥The difference of the dimensions of corporate culture with the ownership are significant;⑦The difference of the dimensions of the work itself with the company size and industry are significant;The study not only has complemented the deficiencies of empirical study on the relationship between employer brand and staff loyalty in the context of Chinese culture, but also has made a deeper understanding about the feature of relationship between the employer brand of various dimensions and the staff loyalty in different level., It is confirmed that in the modern enterprise, construction of the employer brand has a positive impact on the loyalty of employees:Good employer brand can improve employee loyalty and reduce turnover rate of employee, save labor costs, improve corporate performance. This conclusion will benefit the development of Chinese enterprise in theory and practice.