Evaluation Studies, Based On The Corporate Reputation Of The Job Seekers Perspective

As a fairly new research field, the studies of corporate reputation emerged in the fifties or sixties of last century, which are mainly focused on the definition of corporate reputation, its causes and effect, its formation mechanism and its content. In addition, another important part is how to measure corporate reputation, which is closely associated with the application of corporate reputation theories in managerial practice. However, studies of corporate reputation in China are few and crude.Based on the review of related literature, it is evident that the constructs and their antecedents should be combined in the measurement of corporate reputation , and that the measurement should be taken from the perspective of a single stakeholder group. Job seekers are a special stakeholder group in the spectrum between corporate staff and general masses. Few of the literature so far is concerned with corporate reputation from the perspective of job seekers who holds great importance for the corporate and whose quality has direct influence on the corporate staff quality. So, this thesis studies the corporate reputation from the perspective of job seekers in order to probe into the composition and influence factors of job seekers' perception of corporate reputation, and finally construct the evaluation model of job seekers' reputation perception .On the basis of relevant domestic and international literature of corporate reputation measurement and assessment, the factors for the evaluation model of job seekers' reputation perception and corresponding observable indicators are pinned down. Then the questionnaire for the evaluation of the perceived reputation is designed for IT industry to carry on the investigation. To ensure the quality of the questionnaire, pre-tests and pilot study are carried out before collecting the sample data to purify the measurement items of the questionnaire. Data are collected from the samples for the testing of hypotheses in the thesis. The conclusions are as follows:Job seekers' perceived corporate reputation consists of emotional attraction(Affective Components, AC) and rational cognition(Cognitive Components, CC). The five factors influencing job seekers' perceived corporate reputation are social responsibility(SR), organizational culture(OC), job attribute(JA), market and financial performance(MF), vision and leadership(VL), and familiarity(FO). Among them, the factors influencing job seekers' emotional feelings towards corporate reputation are social responsibility, organizational culture, market and financial...