Research On Employer Brand Attractiveness Of SMEs To University Graduates

To speed up the development of SMEs has become a strategic decision as China has entered the economic restructuring, innovation-driven stage of development. Many SMEs are facing difficulties of human resources under the background of globalization. The rising number of university graduates has made the employment situation increasingly grim. While employer brand can effectively improve the competitive advantage of talents in SMEs and make the enterprises play a dominant role in solving the employment of university graduates. So it's important to study the influencing factors of attractiveness of employer brand in SMEs and how they influence the work choices of graduates.The attractiveness of employer brand of SMEs to university graduates was studied systematically in this paper. The questionnaires were distributed to university graduates from different universities in Tianjin. The level of attractiveness, the main influencing factors and the relationship with perception, diffusion were studied by using descriptive statistic analysis, factor analysis, stepwise multiple linear regressions, correlation analysis and other methods. The main conclusions are: 1) The employer brand of SME is less attractive to university graduates; 2) Public relations and advertising communication of SMEs significantly affect the employer brand perception of graduates. 3) The corporate power and management style significantly affect the willingness of graduates to join SMEs. 4) The employer brand perception play an intermediary role between diffusion and attractiveness of employer brand. So to improve the employer brand attractiveness of SMEs, the government should make some talents and tax policy. The universities should restructure its system to guide the graduates for better employment. Also the enterprises should strengthen the diffusion of employer brand and create a unique management style to enhance the attraction of employer brand.