基于品牌整合的企业雇主品牌塑造路径

Brand Building Path for Enterprise Employers Based on Brand Integration

人才的争夺在劳动力市场中日益激烈。求职者对雇主品牌关注度以及雇主品牌评选热度的不断增长,使得企业塑造雇主品牌极为重要。雇主品牌结构主要包括"功能性-象征性"结构框架和基于品牌空间内外的"内部品牌-外部品牌"结构框架。基于雇主品牌的"内部-外部品牌"结构框架,结合内外品牌与企业品牌的联动性,可构建品牌整合性雇主品牌塑造模型,突出对内部品牌的关注,探讨企业品牌与雇主品牌的内部-外部品牌两个不同层次的深度整合性,进而增强雇主品牌与企业品牌的良性互动,形成雇主品牌的内外联动,塑造内外一致的雇主品牌体验,最终形成基于整合性视角的雇主品牌的塑造路径。

Competition for talents is increasingly fierce in the labor market. The increasing attention paid by job seekers to employers’ brands and the increasing popularity of employers’ brand selection make it extremely important for enterprises to shape employers’ brands. The employer’s brand structure mainly includes the "functional-symbolic" structural framework and the "internal-external brand" structural framework based on the inside and outside of the brand space.Based on the "internal-external brand" structural framework of the employer brand, combined with the linkage between the internal and external brands and the enterprise brand, an integrated employer brand shaping model can be constructed, highlighting the attention to the internal brand,discussing the deep integration of the internal and external brands of the enterprise brand and the employer brand, further enhancing the benign interaction between the employer brand and the enterprise brand, forming the internal and external linkage of the employer brand, shaping the internal and external consistent employer brand experience, and finally forming the shaping path of the employer brand based on the integration perspective.