The Impact Of Employer Brands On Employees' Proactive Behavior

With the development of the times,employees have become an indispensable capital for enterprise development.Over the years,companies have conducted a lot of exploration and practice on how to retain employees,give full play to their value,and improve their work efficiency.In recent years,many companies have begun to think about how to manage employees from the perspective of employer brand building,hoping to find new ideas for managing employees.At the same time,accelerating work rhythm has also made the company increasingly demanding employees.Not only do employees need to complete their tasks efficiently,they also need employees to be more proactive in their work and make proactive actions.At present,there are literatures exploring the impact of employer brand on employees' job search intentions,employee performance,turnover intention,etc.,but there is no internal perspective to study the impact of employer brand on employees' proactive behavior.In this study,we explore how employer brand affects employee's individual-level proactive behavior and the mediating role of organizational identity in this process.In this paper,through questionnaire research,questionnaire survey and other methods,design and distribute questionnaires,use related data analysis software for reliability,correlation,regression and other analysis.The following research conclusions are obtained: First,the employer brand significantly affects organizational identity and employee proactive behavior.Second,among the six dimensions,management style has the greatest impact on employees' proactive behavior.Teamwork,career development,organizational strength,and work itself are sequentially reduced.Salary and benefits do not affect organizational identity and employees' proactive behavior.Third,organizational identity plays a partial intermediary role between employer brand and employees' proactive behavior.Further research found that organizational identity partially mediates the relationship between career development,management style,teamwork and employees' proactive behavior,completely mediating the organization the relationship between strength,work itself and employees' proactive behavior.Based on the research conclusions,this article has the following management implications: First,build an employer brand based on the company's current situation,and fully investigate and understand the employees' demands.And from the company's management style,employee career development,teamwork,employee work content and improve organizational strength through fulfilling social responsibilities and other aspects to stimulate employees' proactive behaviors and put forward specific management recommendations.Second,we must strengthen organizational construction and pay attention to the cultivation of employee organizational identity.Third,we should do a good job publicizing and implementation of employer branding,and to encourage employees to take the initiative to give feedback.