The Research Of Employer Brand Construction

In the present age, with the rapid development of society and economy, the relationship in economy is increasingly closer among countries, as a result the competition among enterprises and the human resources market is fiercer than ever before. In fact, the core competition among the enterprises is the talents. Although the hotel industry takes various kind of active actions in order to attract potential employees from the human resources market and hold on to the core talents, its employee turnover rate is still increasingly higher than other lines as it is a labor-intensive enterprises. Therefore,the current fierce competition is becoming a huge challenge for the hotel industry, which has a negative effect on the hotel service. Fortunately, construction on hotel’s brand can help it to solve this kind of problem. Therefore,enterprises have to curb soaring employee turnover rate by enhancing their competitiveness, following the trend of the times, paying attention on the construction of the employer brand, building employer brand, and promoting the sustainable development of the hotel.This dissertation is mainly to probe into the hotel brand construction by theoretical analysis and quantitative analysis methods. The specific research methods: literature analysis method, inductive method, questionnaire survey method, factor analysis method etc. This dissertation is divided into six chapters. The first chapter is mainly about the researching background, researching purpose, researching significance and researching methods. The second chapter is to review the present situation of employer brand at domestic and overseas. The third chapter is to analyze the relationship between employer brand and other theories, there are three main theories: the theory of human resource management, brand theory and psychological contract theory, and point out the basis and principle of the employer brand construction. These three parts are mainly about theoretical analysis. The fourth chapter is about the analysis of present situation of M Hotel’s employer brand construction, and points out its existing problems. The fifth chapter is to sort out the questionnaire data, adjust the related factors, get the model of employer brand index by using factor analysis method with the help of SPSS software, the author finally get the six research results on employer brand evaluation index system, including the overall salary, enterprise system and environment, the enterprise strength, work values,quality of work life corporate reputation, and the weight of each index. The sixth chapter isto put forward the countermeasures on the hotel employer brand construction from four aspects based on the construction of the index system and the realities of the hotel.