Theempirical Research On The Impact Of Employer Brand To Organizational Citizenship Behavior

The fast-changing society and increasingly competitive industry makeenterprises in an increasingly volatile situation face a growing number of uncertainty,Organizational citizenship behavior as a "shock absorber", is cause by staff fullyplaying their initiative, and guiding the autonomy given by organization to a morepositive result. Such actions help enterprises to reduce the operating risks, maintain astable performance, and seize advantageous position in market competition. Employerbrand can attract and retain talent, achieve lasting competitive advantage, enhancereputation, and make the enterprise attractive. Given the number of empirical researchon whether employer brand will cause more organization citizen behavior is small athome, this article attempts to study the issue.The paper focus on the relationship between employer brand and organizationalcitizenship behavior. This article first make systematic review of employer brand,organizational citizenship behavior theory through literature review, and conducts andsummarizes related theories and researches. As the foundation of follow-up study toexplore the relationship between employer brand and organizational citizenshipbehavior. Then, based on internal marketing and social identity theory, we analyzesand describes the impact mechanism of employer brand on organizational citizenshipbehavior, Finally, the corresponding conceptual model and research hypotheses areproposed.Based on theoretical analysis, a convenience sampling method is applied in ourquestionnaire. After collecting empirical data, we use we use reliability&validityanalysis, factor analysis, correlation analysis, regression analysis and other statisticalmethods to analyze by structural equation model, this paper uses factor analysis，andthen，obtains employer brand five factors，which call be used in the appraisal ofenterprise employer brand management，including strategy system factor value drivefactor, growing development factor， job nature factor and basic pay factor.Organizational citizenship behavior is broken down into five dimensions includingaltruism, courtesy, sportsmanship, conscientiousness, civic virtue. Then usingcorrelate and regression analysis，the paper obtains the relationship between employerbrand five factors and five dimensions of organizational citizenship behavior.Additionally, employer brand and enterprise performance structure equation model is achieved，the hypothesis of employer brand having positive influence on enterpriseperformance is confirmed and reinforced．...