上海三级医院雇主品牌构成要素的初步研究

Initial Study on the Establishment Elements of Hospital Employer Brand in Shanghai Tertiary Hospitals

目的研究医院雇主品牌构成要素,提高医院品牌综合实力。方法采用文献法和德尔菲法;德尔菲法选取28位专家进行3轮问卷调查,以确定医院雇主品牌构成要素。结果医院雇主品牌构成要素指标框架体系初步建立,涵盖9个一级指标、25个二级指标。结论医院领导者及管理者应该关注雇主品牌,同时建立员工学习与发展激励机制,加强员工参与度,提升品牌实力。

Objective In order to improve the comprehensive strength of hospital brand,to study the factors of employer brand in the hospital. Method The factors of employer brand were set by documentary index and Delphi method.The core factors of employer brand were decided by 28 experts through 3 rounds of survey. Result The framework system of hospital employer brand has preliminarily established, including 9 primary indexes and 25 secondary indexes.Conclusion Leaders and managers in the hospital should focus on the employer brand. At the same time,the incentive mechanism should be set up in employee learning and development, improve the employee engagement, and promote the brand power.