Research On Employer Brand Image Evaluation Index System

With intensity of globalization,competition between enterprises is intense. The competition of enterprise is factually the one of talented person so that to attract and to reserve talented person is an important goal of human resource in enterprises. In recent years, international study of employ brand has been paid attention to with the popularity of some large scale surveys and study in selection contest of"the best employer". Meanwhile, some mediums and consulting firms are advocating this kind of contest actively. However, study of employ brand in China is not only rare but also lack of normative analysis. These selection contests lacking scientific evaluation index system are due to deficiency of uniform evaluation standard. Under such background, this article tries to strike up evaluation index system of employer brand and proposes method basing on existing theory and study, by utilizing knowledge of Social Psychology, Public Relations, Brand Science and Marketing.This article defines the concept of employer brand and comparatively analyzes domestic existing evaluation index systems after reading a great quantity associated documents. It proposes the limitation of these systems and evaluates employer brand by three dimensional evaluation methods under related science. Also, it illustrates latitudes of Cognitive Degree, The Fame and Reputation Degree, Harmony Degree basing on which some two class index and some three class indexes are built. Meanwhile, according to the content of evaluation index, methods to measure per latitude are explicit. To divide the measuring result of employer brand image to Three Degree Four Class makes employer brand image quantitative analyzed. This article has set up systematic employer brand image evaluation index system, supporting it in the light of theory and promoting employer brand assets valuation. To provide references for different"splendid employer"simultaneously is an advantage for enterprises to build and optimize self employer brand and to attract and reserve talented persons.