A Study On The Influence Mechanism Of Enterprise Employer Brand On Employee Engagement

In today's society, the business environment is rapidly changing. Meeting the growing need for business management talent is one of the major challenges for many enterprises,and the quality of the workforce that can face this challenge is the key of the organizations' survival and success. It can also be said that the challenge for enterprises is to identify and attract useful people,and this challenging staff in today's competitive environment is very few. So, this makes the challenges more difficult, and those who can withstand this challenge are also more precious.Moreover,an enterprise wants to survive in a complex competitive environment, mainly depends on its overall level of competitiveness,but the competitiveness of the enterprises is mainly brought by employees.So it can be seen that the attitude and behavior of employees play a vital role in the long-term survival of the enterprise.Studies have shown that the employer brand has a significant impact on certain attitudes and behaviors of employees and that the role of employer brand management is growing and beyond the scope of recruitment communication, and which has become a more integrated and important feature of human resource strategic planning and implementation. Employer brand has been paid more and more attention by scholars and managers in research and practical application.Although there are already some studies in the relationship between the employer brand and work output, business performance, and even employee engagement by some scholars. However, there are few studies to explore the mechanism of corporate employer brand role in employee engagement, that is, how the corporate employer brand affects employee engagement.This paper will be added the psychological contract this variable creatively based on the theoretical research to explore the impact of corporate employer brand on employee engagement.On the basis of the previous theoretical results,this paper puts forward the four dimensions scale(attribute, band, compensation and development) of the employer brand,and the three dimensions(transaction type, relationship type and balance type) of the psychological contract scale and the three-dimensional(energy, pay and focus) of the employee engagement scale by literature review method, then use the questionnaire to collect sample, and then use SPSS21.0 software to analyze the 98 samples of pre-survey for describe the analysis and project analysis,and to analyze the 246 valid sample of formal survey for descriptive statistical analysis, reliability and validity analysis, variable correlation analysis, variance analysis and regression analysis.The results show that although the psychological contract can not play a mediating role in the influence of certain dimensions of the corporate employer brand on the employee engagement.However, on the whole level, the psychological contract variable plays a part of the intermediary role in the influence of the employer brand on the employee engagement, and enriches the mechanism of action that the employer brand on the employee engagement. At the end of this paper,based on the conclusions,this paper puts forward some suggestions that targeted from the enterprise's growth, executives, departments, business operations platform and staffs needs and emotion and many aspects for enterprises to build their employer brand and to enhance the employee engagement, and points out the shortcomings and the research prospects.