An Influence Factors Empirical Study Of State-controlling Enterprises’ Best Employer Brand

The development trend of knowledge economy and global economic integration makes the talented person very important which is no parallel in history. The competition focus among enterprises has turned from resources scramble, market, science and technology monopoly to outstanding talent fight. How the enterprises to build a reasonably-flowed and excellently-dedicated staff and establish a good brand in human resource market to attract many more remarkable persons is a huge task. Employer brand came out under this background. Although the theoretical circles have got certain research findings, there is quite a lot blank in study depth and application.Firstly, this paper reviewed the foreign and domestic literature of employer brand and defined the concept of employer brand. Then the paper commanded the existing studies and got the research direction and value.Secondly, through the questionnaire survey, pilot, item analyze and formal investigation, item analysis, Exploratory Factor Analysis and other research steps, this paper got a5-factor model of state-owned life insurance industry’s best employer brand. Then we tested the structure by confirmation factor analysis. Additional, the paper discussed the differences in demographic variables on the5factors. The results are as follows:(1) The model of state-owned life insurance enterprises’best employer brand is made up of5factors, which are salary and welfare, the humanities environment, work and development, management skills and Rules and regulations, the reputation of the company. The questionnaire has good reliability and validity.(2) There are significant differences between employer brand dimensions among different ages, different education background and different working time(3) Finally, this paper also explored the differences of demography variables on the employer brand. The results are as follows: The state-owned life insurance enterprises’best employer brand model comprised of five factors:salary and welfare, the humanities environment, working development, the level of management, system construction and company reputation; the questionnaire has good reliability and validity; the model has no difference in gender, marital status, working unit, post level; while differences are significant in the age, academic degree and working time.According to the research results and the practice of enterprise development, the article thinks state-owned life enterprises should pay more attention to the employees who are highly educated, working for5years and under the age of30.