The Effect Of Employer Brand Perception On Job Performance

With the arrival of knowledge economy era, the competition between enterprises has gradually evolved from resources, science and technology based competition to human capital based competition, human capital has become the most important resources of enterprises to create the core competitiveness, to maintain the sustainable development capability and long-term competitive advantages. What’s more, human resource management, as an important part of enterprise management activities, has been influenced by this situation. As the application and extension of brand management and marketing in the field of human resource management, the employer brand provides a new perspective for enterprise talent management, especially, it provides a new way of thought on how to improve the working efficiency of staff. Some studies have shown that successful building of employer brand is beneficial to improve the work feeling of internal staff, so as to improve the staff’s efficiency, namely good employer brand perception has positive effects on employees’job performance. This paper starts from the perspective of employer brand perception, with the introduction of organizational commitment as a mediating variable, and studies the mechanism of how employer brand perceptions affect employees’ job performance.Firstly, this paper review domestic and foreign research about the employer brand, job performance and organizational commitment, then based on the analysis of relative antecedent and postpositive variables of others, this paper establishes a conceptual model of the impact of employer brand on employees’ job performance by reference to former studies, and then put forward corresponding hypothesis. We conducted an investigation about employees’ employer brand perception, organization commitment and job performance by questionnaire, then test the model and values on the base of empirical study. The last part of the paper puts forward some managerial suggestions according to our results.By empirical research, this paper draws the following conclusions:(1)The four dimensions of employer brand perception have a significant positive effect on employees’ job performance. (2)The employer brand perception have significant positive impacts on organizational commitment. (3)Organizational commitment positively influences employees’ job performance. (4)Organizational commitment mediates the impact that employer brand perception has on employees’ job performance. (5)Demographic variables such as work experience and position have different influences separately on employer brand perception, organizational commitment and job performance.According to the results of empirical research, the paper put forward some management recommendations:(1) To strengthen the construction of the employer brand, domestic enterprises generally have inadequate awareness and capability on the construction of the employer brand. So it is recommended that corporations should strengthen the employer brand construction, make the employer brand develop well in salary treatment, development and culture, specifically manifested in the establishment of a scientific and reasonable salary system, the elastic and challenging work content for employees, and providing a corporate culture recognized by the employees. Through the establishment of these systems, employee satisfaction and work efficiency will be enhanced. (2) The construction of employer brand should be well targeted, this paper finds that different individuals put different emphasis on employer brand, therefore in the process of employer brand construction and management, enterprises must be targeted to develop management policies in order to improve each employee’s work performance, and it will be achieved that one plus one is greater than two.