Foreign Trade Enterprises Attractive Employer Brand Factors Influencing

In the recent years, with the rising of our country's status in foreign trade field and the progressive releasing of the commerce operation authority, a mount of foreign trade enterprises emerged in the market. The fierce competition and frequent foreign trade activities enhanced the demand of foreign trade talents greatly. More and more foreign trade enterprises realized that attracting and gathering talents has been a core problem, which could determine the enterprises'competitive advantage and long-term development.The wave of employer brand research offers a new jumping-off place for foreign trade enterprises'human resource strategy. To explore a feasible approach for meeting the foreign trade enterprises'talents needs and supporting their sustainable development, this paper carried out a scientific and systematic study on the factors and structure of foreign trade company employer brand attractiveness from the view of international trade graduates'job application.Firstly, this paper conducted a review about the research on employer brand and its attractiveness. Combining with these enterprises'organizational characteristic, it summarized the influencing factors of foreign trade employer brand attractiveness. Secondly, based on these factors, a specific questionnaire was designed for a pilot survey and investigation on subjects who are international trade graduates in the universities of Nanjing. After that, through exploratory factor analysis and confirmatory factor analysis, this paper formed and tested the foreign trade employer brand model which is composed of three dimensionalities: there are compensation system, institutional culture, public image, which including 18 constituents. The model fits the data and each factor explains the model well. Apart from that, independent sample T test was used to discuss the employer brand attractiveness differences in demographic variables. Because of the gender, education background and internship experience in foreign trade company, nine factors such as working place, working environment and management system have differents attractiveness for international trade graduates. At last, this paper summarized and analyzed the results of theoretical and empirical research, put forward proposals in promoting foreign trade enterprise employer brand attractiveness to enhance foreign trade enterprise's competitive advantage.