Empirical Study On The Relationship Between Employer Branding,Employee Job Satisfaction And Organizational Citizenship Behavior

Nowadays, with the coming of the era of knowledge economy, the competition between companies is becoming increasingly fierce. Enterprises are faced with the dilemma of brain drain. Therefore, human resources, to a more extent, are regarded as one of the most important enterprise resources. How to attract and retain talent, and reduce losses caused by the flow of talent have become a subject concerned by theoretical circles and the business community. As the third brand Following the corporate image and product brand, employer brand has strong influence and appeal. By molding the employer brand, The enterprise can not only enhance employee satisfaction and so can be helpful for producing organizational citizenship behavior, but also be able to attract external excellent job seekers, and then contributes to its future development.Previous studies showed that a good employer brand can improve employee’job satisfaction which helps employees with producing organizational citizenship behavior. Therefore, By molding the employer brand, The enterprise can improve employee’job satisfaction, inspire its employees to do more organizational citizenship behavior and then achieve business objectives. Currently, relevant research on the relationship among employer branding, job satisfaction and organizational citizenship behavior are in the preliminary stages. Therefore, this paper will provide supplementary study on the relationship among the three items in order to provide advice and recommendations for corporate management practices.Based on the domestic and foreign research results, this paper use a questionnaire and empirical analysis explores the relationship among employer brand, job satisfaction and organizational citizenship behavior. Employer brand and organizational citizenship behavior both have five dimensions but job satisfaction is a single dimension. By using statistical analysis methods such as reliability and validity testing, correlation and regression analysis, the thesis reached the following conclusions:(1)Employer brand has a significant positive impact on organizational citizenship behavior;(2)Employer brand has a significant positive effect on job satisfaction;(3)Job satisfaction has significant positive impact on organizational citizenship behavior;(4)employer brand plays a intermediary role between job satisfaction and organizational citizenship behavior. The conclusion of this paper indicates that employer brand construction will enhance employee satisfaction and then inspire its employees to do more organizational citizenship behavior. Therefore, this paper put forward three proposals for enterprise management practice:(1)establish the employer brand awareness;(2)create a "people-oriented" enterprise culture;(3)regularly carry out employee satisfaction surveys. Conclusions of this study are hoped for offering consideration to study on the relationship among employer brand, job satisfaction and organizational citizenship behavior.