Employer Brand Attractiveness Factors Research

With the wave of Best Employers Award rising in China, the Chinese academic and business community also have wide interest and participation on the employer brand. Today, the "employer brand" has become a hot topic of the academic, business, and even government officials. In the context of globalization, creating a good employer brand, setting a good employer image in human resources market has become a magic weapon to win the fierce war for talent. In business practice, a good employer brand has brought the benefits in attracting talents for enterprises effectively, reducing recruiting costs and wastage costs, improving employee satisfaction and engagement and enhancing the overall productivity as well as other aspects.In this paper, the staff of Parkson, Kaiyuan, Minsheng Department Store, Ginwa and Van'S Department Store are the study subjects, and get the primary data through questionnaires. The purpose is to understand the ideal image of employees in retail trade employers, identify the factors playing a crucial influence on choosing employer, analysis the differences of various personal characteristics on perceiving the employer brand, and through empirical analysis explore the method of building the employer brand in the retail trade enterprises in order to seek wisdom.In this study, EXCEL and SPSS 17.0 software are the main analytical tools in data processing, and count the information collecting from 184 questionnaires. The method used in this study include:reliability and validity testing, factor authentication analysis, descriptive statistics, independent sample T test, ANOVA, single-sample t test and other methods. The results show that:for the department store retail staff, the company's visibility and reputation, corporate culture and values, business prospects, enterprises employing concepts, business development strategy and goals, corporate management policies and systems, enterprise's character, the company's profitability, and competitive in the salary, the training system and opportunities, good circumstance, the stability of the work, promotion space of position are the main factors impacting the evaluation to the ideal employer, and the enterprise's scale, flexible working hours, balance between family and work, and challenging work content have not significant impaction.Some proposals in designing employer brand and how to manage the employer brand are put forward in this article based on the research results specifically for the retail business, and related suggestions are also provided for the future research.