Research On The Impact Of Employer Brand On Employee Work Performance

With the advent of knowledge economy,talents become the core resource competition among enterprises,employees as the backbone of enterprise development,how to improve the work performance for the enterprise to obtain the competitive advantage is very important,the performance is always a hot topic.In recent years,scholars and business managers have been more concerned with improving the performance of employees in terms of employer brand building.However,it is found that the research on the mechanism of employer brand on employee's job performance can not be fully explained.Therefore,this study suggests that the psychological contract exists the intermediary mechanism between employer brand and employee job performance and explored.Based on the domestic and foreign related research on employer brand,psychological contract and job performance of the three variables are sorted and summarized,and the employer brand is divided into four dimensions: salary and welfare,human environment,occupation development and job characteristics,the intermediary variable psychological contract from the perspective of the staff is divided into three dimensions: normative responsibility,interpersonal responsibility and development responsibility,to explore different dimensions of employer brand through the influence mechanism of different dimensions of psychological contract on two dimensions of task performance and relationship performance.The relevant research literature and research based on the study,this thesis proposes the research hypothesis of the relationship between variables and establish the research model,using the sample data collected were analyzed by SPSS and AMOS statistical software,and the assumptions one by one test,the conclusion of this paper as follows:Firstly,employer brand has a significant positive impact on employee performance as well as the four factors dimension-structure(salary and welfare,human environment,career development and job characteristics).Secondly,the employer brand has a significant positive correlation with psychological contract relationship,including salaries and benefits has a significantly positive effect onnormative responsibility and development responsibility;humanistic environment has significantly positive effect on normative responsibility and interpersonal responsibility;occupation development and work characteristics of the three dimensions of psychological contract have significantly positive effect.Thirdly,psychological contract and the three factors dimension-structure(normative responsibility,interpersonal responsibility and development responsibility)have a significant positive impact on employee performance.Finally,Employees perceived the employer brand differently that will produce different levels of psychological contract.The level of psychological contract affects the intensity of the effect of employer brand and employee performance.The normative responsibility and development responsibility fully mediates the effect of compensation package on job performance;normative responsibility and interpersonal responsibility fully mediate the effect of the environment on job performance;the three dimensions of psychological contract fully mediates the effect of occupation development on task performance,and partially mediates their effects on relationship performance;the three dimensions of psychological contract fully mediates the effect of job characteristics on relationship performance,and partially mediates their effects on task performance..This research enriches the research theory,and has some theoretical significance.It also has a certain practical significance for the enterprise to build a more clear direction for employers to improve the performance of employees,and put forward the need to focus on the issue.Throughout the full text,this study mainly has the following two innovations: For one thing,introducing psychological contract as an intermediary variable,to explore and verify the employer brand on employee performance.For another,this paper explore the impact on employees' performance from the perspective of organizational responsibility of employee psychological contract,and divide the research path into three dimensions:normative psychological contract,interpersonal psychological contract and development psychological contract,providing empirical basis for the follow-up study.