浅析中小企业雇主品牌的构建.docVIP

本 科 生 毕 业 论 文（设 计） 浅析中小企业雇主品牌的构建 学 生 姓 名： 苏弘 学 号： 32010052133 学 院（系）： 劳动经济学院 专业（方向）： 人力资源管理 指 导 教 师： 朱勇国 2014年4月 中文摘要 随着改革开放和市场经济的快速发展，企业之间的竞争逐渐由产品竞争转向人才竞争。如何吸引企业的目标人才、留住现有的优秀员工使企业目前最迫切的问题。随着雇主品牌这个概念的引进，越来越多的企业开始通过建立雇主品牌这一视角来解决这个问题。特别对于在全国占有75%员工的中小企业雇主来说，要取得长足稳定的发展，建立一个良好的雇主品牌就成为了当下之需。另外，与国有企业、外资企业相比，民营企业在人才竞争中往往缺少优势，甚至处于劣势地位。尤其对于中小企业来说，普遍存在员工归属感低、员工忠诚度低、人员流动率高等问题。因此，成功地建立一个良好的雇主品牌具有重要的意义。 本文首先对雇主品牌这一概念进行了初步的解释，然后借此提出中小企业雇主品牌建设的意义和必要性。在文献研究和案例分析的基础上，从内部和外部两方面浅析了中小企业雇主品牌建设的策略。 关键词： 雇主品牌 雇员 中小企业 Abstract With the rapid development of reform and opening up and the market economy, the competition between enterprises gradually from the product competition to the competition for talent. How to attract the talent, to retain employees make the enterprise the most pressing problem. With the introduction of the concept of employer brand, more and more enterprises begin to solve this problem from the perspective of establishing employer brand. Especially for the possession of the 75% employees of small and medium-sized enterprises in the country is developing to the employer, great stability, establish a good employer brand has become the current needs. In addition, compared with the state-owned enterprises, foreign-funded enterprises, private enterprises often lack the advantage in the competition for talent, even at a disadvantage. Especially for small and medium-sized enterprises, widespread staff ownership feeling low, low employee loyalty, the staff turnover rate higher. Therefore, succeeded in establishing a good employer brand has important significance. This paper makes a preliminary explanation on the concept of employer brand, then proposes the necessity and significance of the employer brand building of small and medium sized enterprises. On the basis of the analysis of literature and cases, from two aspects of internal and external