雇主品牌社会关注度评价模型的构建与应用研究

Research on Construction and Application of Employer Brand Social Attention Evaluation Model

面对快速变化的外部环境,雇主品牌对于吸引、留住优秀人才具有重要价值。但是企业建设雇主品牌的成效如何评价,现有研究依然薄弱。社会关注度是反映雇主品牌建设成效的重要标志,传统的社会关注度评价模型主要依赖于问卷调查获取数据,评价数据的真实性与有效性往往难以得到保证。本文首先阐述现有评价模型的不足之处,选取具有代表性的雇主品牌社会关注度评价要素。然后,结合互联网搜索数据的特点构建新的评价模型。接着,以9家知名房地产企业为例,进行雇主品牌社会关注度评价的实践应用。研究表明,互联网搜索大数据相对于其他数据源成本更低、更易获取,且在揭示人们有目的的搜索行为时具有明显优势,可以提高雇主品牌社会关注度评价的客观性和准确性,对于企业建设雇主品牌提高对人才的吸引力具有一定借鉴意义。

The employer brand is of great significance to attract and retain talents in a rapidly changing world. However, the evaluation of the effectiveness of enterprise＇s employer brand is still unsubstantial, among which social attention is a recognized sign to reflect the effectiveness of employer brand construction. Since the traditional social attention evaluation model mainly relies on questionnaire to acquire data, the validity and reliability of evaluation is invariably hard to guarantee. This paper firstly selects the representative evaluation factors of the employer brand social attention by addressing the problems of the existing evaluation model. And secondly, it constructs a new evaluation model based on the characteristics of internet search data. Finally, it explores the practical application of the employer brand social attention evaluation model by sampling 9 well-known real estate enterprises. The results demonstrate that the internet search data, apart from enjoying a lower cost than other data sources, has manifest merits in revealing people＇s searching behavior intention. The model has great application value in improving the accuracy and objectivity of employer brand social attention evaluation, and can help corporations enhance attractiveness to talents by employer branding.