巴尼时代企业校园雇主价值主张模型的构建及应用

Construction and Application of Campus Employer Value Proposition Model for Enterprises in BANI Era

良好的雇主品牌形象和匹配的雇主价值主张(EVP)能够增强应聘者及潜在应聘者的个人-组织匹配感和求职行为。校园招聘日益成为企业优化人力资源配置的首选招聘方式。巴尼时代,Z世代大学生价值主张的变迁引起了其在就业预期、择业观念、职业规划的新变化,对职业场景的关注要素愈加个性和自我。文章通过质性分析方法,以企业人力资源管理者和应届高校毕业生为调研访谈对象,对新时代大学生就业价值主张进行总结,并从成长价值、生活价值、环境价值和心理价值四个维度构建了企业校园雇主价值主张模型。研究结果显示,Z世代大学生的就业心态更加务实和理性,对于雇主特征关注更加个性和多元。建议通过前置形象宣传、丰富合作内涵、创新活动形式、优化跟踪服务,强化大学生对校园雇主品牌的“认识”“认知”“认可”和“认同”。

A good employer brand image and a matching Employer Value Proposition(EVP)can enhance the individual-organization matching sense and job seeking behavior of job applicants and potential candidates.Campus recruitment is increasingly becoming the preferred recruitment method for enterprises to optimize human resource allocation.In the BANI era,the changes in the value proposition of Generation Z college students have led to new changes in their employment expectations,career concepts,and career planning,with an increasing emphasis on personalized and self-focused elements of career scenarios.This paper summarizes the employment value proposition of college students in the new era through a qualitative analysis method,with enterprise human resource managers and fresh college graduates as research and interview subjects,and constructs a campus employer value proposition model for enterprises from four dimensions,including growth value,life value,environmental value,and psychological value.The research results show that the employment mentality of Generation Z college students is more pragmatic and rational,and they pay more personalized and diverse attention to the characteristics of employers.It is recommended to enhance the awareness,recognition,approval,and identify of campus employer brands among college students by adopting pre image promotion,enriching the cooperation connotation,innovating the activity form,and optimizing the tracking service.