新时代下企业的雇主品牌建设问题与对策研究.docVIP

PAGE II 新时代下企业的雇主品牌建设问题与对策研究 内 容 摘 要 随着知识经济的发展，企业间的竞争从产品竞争逐渐转向人才竞争。企业如何吸引优秀人才和留住现有人才是目前企业较为迫切的问题。随着大数据、互联网等新技术的广泛应用，如何打造一个有凝聚力、有特色的雇主品牌也是企业所需要思考的问题。通过构建外部雇主品牌，企业可以将自已的企业文化、价值主张、人才理念等优势展现出来，从而吸引潜在人才，通过构建内部雇主品牌，企业建立合理科学的薪酬激励制度及适当运用员工口碑，从而留住现有人才。因此，建设一个优秀、有特色的雇主品牌具有重要意义。 本文首先对雇主品牌这一概念、内容、特征等方面进行初步解释，然后借此探讨建设雇主品牌的影响因素，以及提出雇主品牌建设的必要性。在文献研究、案例分析的基础上，从外部和内部两个方面浅析了新时代下企业建设雇主品牌的优化策略。 关键词：雇主品牌；雇主品牌影响因素；雇主品牌优化策略 Study on the Problems and Countermeasures of Employer Brand Construction in the New Era Abstract With the development of knowledge economy, the competition among enterprises has changed from product competition to talent competition. How to attract excellent talents and retain existing talents is an urgent problem for enterprises. With the wide application of big data, Internet and other new technologies, how to build a cohesive and characteristic employer brand is also a problem that enterprises need to think about. By building the external employer brand, the enterprise can show its own corporate culture, value proposition, talent concept and other advantages, so as to attract potential talents. By building the internal employer brand, the enterprise establishes a reasonable and scientific salary incentive system and appropriate use of employee reputation, so as to retain the existing talents. Therefore, it is of great significance to build an excellent and characteristic employer brand. This paper first explains the concept, content and characteristics of employer brand, then discusses the influencing factors of building employer brand, and puts forward the necessity of building employer brand. On the basis of literature research and case analysis, this paper analyzes the optimization strategy of building employer brand in the new era from the external and internal aspects. Key words: Employer brand; Employer brand influencing factors; Employer brand optimization strategy 目 录 TOC \o 1-3 \h \z \u 内容摘要 I Abstract II 一、绪 论 1 （一）研究背景与意义 1 （二）研究目标