Research On Relationship Between Employer Branding Perception And Turnover Intention

Competition for Talent Today's increasingly fierce business society requires not only that companies have a strong attraction for external employees,but also that companies have an important position in the retention of internal employees.For employees,regardless of whether the company's employer brand is built reasonably and effectively,they will have subjective feelings about the employer brand.This feeling will subconsciously affect the employees' views on the company,and then affect the work behavior of employees.Therefore,the company should consciously maintain and optimize the employer's brand and take the initiative to shape the perception and understanding of serving employees.This process of continuous communication,influence,and interaction will make employees feel a sense of belonging to the organization and have a significant effect on retaining outstanding talents.This process is also the process of shaping the employer's brand.How the employer brand influences turnover intention has been extensively studied in the academic field,but its impact mechanism still has a theoretical “black box”.At present,scholars at home and abroad believe that the process and activities of building an employer brand will affect the organizational recognition of employees.Organizational commitment has a significant relationship with organizational identity.The difference in organizational commitment is that it focuses more on employees' perceptions of the organization and is therefore suitable for measuring the psychological changes of employees under the influence of perceived employer brands.The article constructs an impact model of the employer brand on turnover intention,innovatively introduces the organizational commitment as an intermediary variable,and uses this as a questionnaire.This paper used SPSS21.0 to analyze the differences in demographic analysis and regression analysis of the 210 questionnaires.The study considers that the function-oriented employer brand must be elaborated.Regarding employee retention,if an employee feels that the company has a fair and reasonable remuneration system in the employment relationship,or has clear rewards and penalties and is concerned about the leadership of the employee,he will be more willing to stay in the company.Among these,the perception of the compensation system makes employees want to stay more because of the mediating effect of organizational commitment.Research suggests that companies aiming to reduce employee turnover should focus on optimizing the compensation system and improving leadership style when building an employer brand.