雇主品牌:概念、结构、影响因素和实施效果

Employer Brand: Concepts, Structures, Influence Factors and the Effect of Implementation

21世纪的竞争是人才的竞争,现代企业面临的一项重要挑战就是如何吸引和留住人才。在该背景下,雇主品牌这一概念应运而生,已成为人力资源管理实践界和学术界的一个热点。特别是近几年来,有关雇主品牌的相关实践和研究更是呈现出迅猛的发展势头。本文试图对从雇主品牌概念、结构、影响因素、影响效果、作用机制和发挥作用的边界条件方面入手,全面呈现当前雇主品牌的研究进展,并在此基础上讨论未来研究方向。

Employer brand has been a pretty hot topic in both human resource management practice and academic circles. In this article, we review theory and research on employer brand and try to present a holistic picture of employer brand research. First, we define employer brand and clarify its structure （ i.e. symbolic factors and instrumental factors ） and related measurements. Second, we review previous studies and discuss what factors can influence employer brand. Third, we discuss the effects of favorable employer brand from three perspectives （ i.e. job seekers, current staff, and companies ） and the underlying mechanisms and boundary conditions of employer brand. Finally, we provide future research suggestions about employer brand.