Relation Research Between Employee Brand Perception And Job-research Intention For College Students

With the advent of the knowledge economy, due to the rapid development of scienceand technology, the process of development of society is accelerating. Competitionbecomes increasingly fierce among the modern enterprise. It has changed from theinitial product competition to the talent competition. At the same time, severalmillion university graduates enter into the enterprise every year in China. Thoseoutstanding graduate students graduate from famous universities are the targets ofenterprises. Employer brand has been proposed in recent years, which is based on anew perspective to explain the functions of the various aspects of human resourcemanagement.This article gives the literature review on employer brand, and then builds up thestructure dimension of college employer brand perception. Next it aims at TencentTechnology Ltd., TCL Group Co., Ltd. and Foxconn Technology Group to explorethe relationship between employer brand perception and job search intention ofcollege students. It ultimately put forward how to build employer brand to enhancethe attractiveness of the college studentsWith the help of the SPSS and AMOS, this study reaches the following conclusions:Firstly, the employer brand perception of college students is constituted by fourdimensions and17elements, which is composed by functional value, symbolic value,psychological value and development value. Secondly, employer brand perception ofcollege students has a significant positive effect on job search intention. Thirdly, thesymbolic value has a significant positive impact on job search intention of collegestudents. Fourthly, the development value has a significant positive effect on jobsearch intention of college students. Fifthly, the psychological value has a significantpositive impact on job search intention of college students.This study not only complements empirical research on the employer brandperception of college students and job intention under Chinese cultural background,but also explores the relationship between the college students’ employer brandperception dimensions and job search intention. It confirmed that the excellentemployer brand has a positive impact on the job-search intention of college students,which has theoretical and practical significance on employer brand building for enterprises under the Chinese cultural context.