Research On The Component Elements Of The Enterprise External Employer Brand

Attracting excellent potential employee is becoming more and more important,more enterprises take part in the fierce competition for the best employer actively due to talent shortage.As the most powerful strategic tool for employer attractiveness building,employer brand has become the focus of prospective employers.The employer brand includes internal and external brand,the corresponding evaluation structure must be different due to the different perception of current and potential employees.The internal employer brand evaluation has been matured in academic area,but there still not be any unified measurement for external brand.How to attract potential employees and build the ideal workplace provide the necessary and urgency for the external brand structure study.This study mainly aims to explore the external employer brand structure in Chinese culture.The research object are potential employees,including graduates and staffs.The perspective of this paper is employer attractiveness with normative research methods,including literature review,interview,questionnaire,exploratory and confirmatory factor analysis.According to all above process,this study draw the conclusion of external employer brand evaluation structure named “6C” model,including cooperation,compensation,career development,corporate_strength,corporate_reputation,corporate_culture to supplement the research results in this field and improve the "best employer" evaluation system.Based on the analysis of individual differences,employment status have a significant impact on strength,reputation,culture,career development,but gender and the length of work experience have no significant effect on it.The comparison of the internal and external employer brand structure reveals that the potential employees pay more attention on compensation,cooperation,career development than the current,but current employees treasure strength more.In addition,potential employees attache great importance to reputation,culture.Futher comparison between "6C","EmpAt" and "Functional-Symbolic " model reveal that "EmpAt" and "6C" both emphasize compensation,career development,cooperation,but the former emphasize functional characteristics exploration,the latter considers both functional and symbolic characteristics;"functional-symbolic" model thinks external employer brand structures for graduates and employees are different,but "6C" believes the both structures is uniform,differences mainly reflect in the degree of specific elements attention,in the functional characteristics,both emphasize compensation,career development,but the former also emphasizes consumer cooperation for graduates,the latter emphasizes cooperation,in the symbolic characteristics,both evaluate external employer brand from strength,fame,culture,but the former emphasis on innovation,ability,the latter emphasizes culture and reputation.