A Study On The Influencing Path Of Organizational Employer Brand On Employee's Work Engagement And Word-of-Mouth Behavior

In the employment environment in which the talent war is intensifying,many companies have begun to pay attention to and build their own employer brands,making employer brand quickly become a strategic tool to attract and retain talent,because companies gradually realize that only a good employer brand can strengthen their good impression of stability and prosperity in the eyes of potential candidates.At the same time,entering the era of shared economy,the platform of the organization makes the flow of talents more and more frequent,which poses challenges for enterprises to strengthen their own construction and obtain good feedback such as employee's work engagement and word-of-mouth behavior.Therefore,how to effectively build an employer brand deserves our in-depth discussion.However,academic research and management practices on the employer brand in the Chinese context are still very scarce.At the same time,empirical researches on employer brand rarely make dimensional distinctions and explorations.On the basis of reading a large amount of literature,this paper divides the employer brand into two dimensions,and takes a total of 374 data of enterprise employees and their corresponding leadership questionnaires as samples,and creatively explores the mechanism by which two dimensions of the brand—the symbolic employer brand and the instrumental employer brand influence the employee's work engagement and word-of-mouth behavior with social identity theory and social exchange theory.The empirical results show that the symbolic employer brand is predicting employees' word-of-mouth behavior and work engagement;organization-based self-esteem plays an intermediary role between symbolic employer brand and work engagement;instrumental employer brand has a positive impact on employee wordof-mouth behavior and work engagement.And the sense of job gain both mediates the symbolic employer brand—employee engagement and the instrumental employer brand—employee word-of-mouth behavior.Starting from the two dimensions of employer brand,this paper explores the differential impact of employer brand on employee's word-of-mouth behavior and work engagement,perfects and supplements the relevant theory of employer brand,and expands the research field of employer brand's outcome variables.Moreover,the research conclusion has positive guiding value for management practice.For example,according to organizational appeals,they can focus on shaping the instrumental employer brand or the symbolic employer brand.Especially for organizations that attach importance to word-of-mouth behavior,they should pay attention to and implement the instrumental employer brand.In addition,the key to improving employee work engagement with symbolic employer brand is to improve employee's organization-based self-esteem,while the key to winning employee work engagement and word-of-mouth behavior with instrumental employer brand is to enhance employee's sense of job gain.