A Study On The Relationship Between Employer Brand And Job Search Intention Of International Students

In recent years,with the continuous development of global economy,the number of international students in China has been increasing year by year.International students from different countries have unique competitiveness in China's talent market.In particular,Chinese universities have cultivated a large number of outstanding talents in science and technology,education,diplomacy,Chinese language and other fields.Due to increasingly fierce competition between Chinese companies to hire talents,increasing opportunity to develop foreign trade and expand business to different countries,the demand for talents with multicultural competences has also increased.Creating unique employer brand to attract international students for employment started to gradually receive more attention among the organizations in China.Although,research of employer brand is currently still at the early stage,and topics of the elements of an ideal employer brand perception has only began to appear in research papers.The article is based on the empirical method to explore the effect of employer brand on job search intention of international students.This will provide employers some more clearance and guidance on how to build and position their employer brands.This article adopts an empirical analysis method and international students of universities in China are the research object.322 valid data samples are collected through questionnaires.After statistical analysis,the following conclusions are drawn: the employer brand has a positive impact on job search intention of international students,and company's scale,reputation and corporate social responsibility all have a positive impact.In addition,the influence of the employer brand attractiveness has played a significant role in regulating the influence of the employer brand on foreign students' job search intention.The emotional attractiveness,functional attractiveness and social attractiveness of the employer brand have played a positive role in regulating the influence of the employer brand on foreign students' job search intention.At present,there are no studies that are focused specifically on international students as generally the main objects of research are local university graduates and company employees.Taking overseas students in China as the research objects,this paper explores the influence of the employer brand on the job intention of the research objects.By collecting and analyzing the first-hand empirical data,the paper gives corresponding suggestions based on the research conclusion,in order to provide valuable reference experience for the future studies and relevant enterprises.