The Research On The Influence Mechanism Of Enterprise Employer Brand On Employees'Intention To Apply For Jobs

In recent years,the competition between enterprises is becoming more and more intense.More and more enterprises have begun to find it difficult to recruit suitable employees.With the concept of employers' brand,the concept of employers has been paid attention to by the industry.Many enterprises have begun to focus on creating employer brands to attract excellent job seekers in the labor market.At the same time,the research on the employer brand in the theoretical circle is still in the development stage.The answer to the question of how the employer brand affects the employee's job hunting intention is not sufficient.Therefore,this paper discusses the influence mechanism of the employer brand on the job intention through the theory and the empirical method,which will expand the application of employers' brands in the recruitment environment.This paper mainly investigates the role of employer brand perceived value in the impact of employer brand on job intention,and distinguishes two different types of job seekers,and discusses the influence mechanism of employer brand on job search intention.On the basis of collating,summarizing and summarizing the related literature theory,this paper puts forward the hypothesis,and constructs the theoretical model between employer brand,employer brand perception value and job hunting intention.In the process of data collection,the primary job seeker mainly selected the graduates of Changsha University of Science and Technology and the graduates from several colleges and universities around them as the research object,and the job seekers were collected mainly through the questionnaire on the platform.There were 464 questionnaires and 284 valid questionnaires.First,the reliability and validity of the questionnaire were tested.Then,correlation analysis,regression analysis,mediation test and moderating effect test were conducted.The results show that:(1)employer brand has a significant positive correlation with employer brand perceived value.This indicates that good employer brand can improve job seekers' perception of the employer's brand value.(2)the perceived value of employer brand and employer brand is positively related to job search intention.This shows that a good employer brand can improve the job seeker's job search intention,while the more perceived value of the employer's brand,the more intense the job search intention is.(3)the mediating effect of perceived value of employer brand is significant,and the test result is partially mediated.It indicates that the perceived value of employer's brand plays a part in the role of employer brand in job search intention.(4)the moderating effect of job seekers is significant.It shows that different types of applicants have different perceptions of employer brand,and then lead to different job intentions.Finally,according to the results of this study,the relevant enterprises are given guidance.Employers should establish a good corporate reputation and take more social responsibility in ideology.We should clarify the value proposition of our own enterprises,and do a preview of the real work for the candidates.Besides,hiring companies should take different recruitment strategies for different job applicants.