Corporate Online Recruitment Stage Brand Choice Empirical Study

The E-Recruiting Market developed very fast in the recent years along with the increase of the foreign investment and the popularization of the internet in China. More and More companies entered the market for the benefit, most of them all copy the business mode of 51 job originated from Monster, the business mode is very effective and be used with no change since 1998. For the reason, these recruiting websites are very alike with each other, the competition will become more and more serious. How to absorb the customers and know what they want when they choose the E-Recruiting is very important for these corporations.In the paper, the decision process of purchasing the E-Recruiting service is divided into a two-stage process of consideration set formation and conditional brand choice. The objective of the paper is to research the influential factors for the brand choice of E-Recruiting in the two-stage process. Because it is not very long since the E-Recruiting developed in china, so there is little research about it. The result of this paper will be in favor of the development of the research in this area, and it also can direct the recruiting company to make the marketing strategies.In this section, questionnaire survey and statistic analysis are combined. The main research approaches include components analysis, analysis of variances, logistic regression analysis and multiple linear regression analysis. The conclusion as follows, 1) Higher credibility will both increase the probability of a brand being included in the consideration set and the probability of its being chosen from the consideration.2) In the two-stages, the trustworthiness has more impact than the expertise.3) the influential factors are perceived risk and information costs saved in the stage of consideration set formation, the perceived risk's impact is much more. The influential factors are perceived quality and perceived cost, the perceived quality has much more impact. The more reasonable the perceived cost is, the better the customer service is, The more positive the customer will recommend the brand to his friends.The pipeline are applied in the selling of the E-recruiting service, the selling process is divided into several stages to be managed. It matches with the opinion of the consideration set. The influential factors are distinguishing for the customers in different stages. So we should adopt different strategies to attract the customers.