校园招聘宣讲会措施对大学生简历投递及品牌忠诚的影响

Effects of Campus Recruitment Tactics on Applicants' CV Submission and Brand Loyalty

基于组织印象管理理论,采用问卷调查法研究了企业校园招聘的哪些宣讲措施有利于企业招贤纳士和提升大学生消费群体的品牌忠诚。结果表明,一些宣讲措施可以促进吸纳高校人才,一些措施可以直接或间接地提升品牌忠诚;而赠送礼品虽然可以提升大学生的品牌忠诚,但同时也会对大学生投递简历有负向影响。

Based on organizational impress management theory and brand loyalty theory, this paper focuses on those measures taken by recruiters during the recruitment forum, which can help enterprises to attract the applicants or promote their brand loyalty to the recruiter. The results of a survey of 166 respondents among three universities show that some of the measures can facilitate more CV submitting and some of the measures have effect on students＇ brand loyalty directly or indirectly. Moreover, small gift can enhance students＇ brand loyalty, but at the same time it has negative effect on job application behavior.