雇主品牌结构与求职倾向关系

Employer Brand Structure and Job Seeking Tendency

利用重新修订非特指行业的雇主品牌量表,以求职倾向为因变量,通过两个有递进关系的研究,证实不仅雇主品牌结构的功能特征正向影响求职倾向,雇主品牌结构的象征特征与求职者追求的理想自我形象一致性也正向影响求职倾向,表明人们求职时既注重满足个人物质利益的雇主品牌功能特征,也关注求职企业雇主的特征风格与自我理想形象的契合。

This study adopted a revised employer brand scale to measure non-specific employer brand, with applicants′job seeking tendency as dependent variable. By two studies, results showed that not only the instrumental attributes of employer brand structure but also the consistency of symbolic attributes of employer brand structure and appli-cant′s ideal self image can positively predict applicants′ job seeking tendency. It indicated that when people are searching a job, they are not only concerned with the instrumental attributes which satisfy their personal material benefit, but also the match of symbolic attributes of employer brand and self image.