雇主品牌建设在儿科医师吸引与保留中的应用  

Application of employer branding in the recruitment and retention of pediatricians

作　　者：潘禹竹 李一卿[1] PAN Yuzhu;LI Yiqing(Tianjin Children’s Hospital/Tianjin University Children’s Hospital,Tianjin 300134,China)

机构地区：[1]天津市儿童医院//天津大学儿童医院,天津300134

出　　处：《现代医院》2024年第5期677-679,共3页Modern Hospitals

摘　　要：2022年,国家卫健委发布《国家卫生健康委关于贯彻2021—2030年中国妇女儿童发展纲要的实施方案》明确,到2030年每千名儿童拥有儿科执业医生达到1.12名、床位增至3.17张。儿童医院如何按期达成目标,吸引并保留儿科医学人才,为儿童健康提供保障是目前备受关注的话题。本文基于雇主品牌建设4P模型理论,结合天津市儿科人才引进工作的经验,从儿科医师工作需求、雇主品牌定位、人力资源产品及雇主品牌推广等几个方面,探索如何通过雇主品牌建设提升儿科医疗机构对儿科医师吸引力,实现儿科医疗机构有效招聘和保留人才的目标。同时,本文中运用国内外的理论文献,提出了系统的雇主品牌建设思路和方法。这一套行之有效的雇主品牌建设方案能够提高儿科医疗机构雇主品牌建设的有效性,促使儿科医疗机构在激烈的人力资源市场竞争中立于不败之地,为类似的医疗机构提供参考,促进儿科医疗机构的发展壮大。The National Health Commission’s Implementation Plan for the Development of Women and Children in China(2021-2030),released in 2022,has set a clear goal that:by 2030,we should train 1.12 pediatrician practitioners and add up to 3.17 hospital beds for every 1000 children.Achieving the goal on schedule presents a significant challenge for children’s hospitals,particularly in terms of attracting and retaining pediatric medical professionals to ensure the health of children.This paper addresses this issue by applying the 4 Ps model of employer branding theory,drawing on the experience of pediatrician recruitment and retention in Tianjin.The exploration encompasses several key areas:the work demands of pediatricians,employer brand positioning,human resource offerings,and employer brand promotion.It aims to enhance the appeal of pediatric medical institutions to pediatricians,thereby achieving effective recruitment and retention of talent within these institutions.Furthermore,by reviewing theoretical literature at home and abroad,this paper also proposes systematic ideas and approaches to improving employer branding.The proposed employer branding strategy in the paper is designed to enhance the effectiveness of employer branding for pediatric medical institutions,enabling them to secure a competitive edge in the attraction and retention of talent.Additionally,the paper offers a guidance for similar medical institutions,contributing to the advancement and expansion of pediatric medical institutions.

关 键 词：雇主品牌 儿童医院 儿科医师 

分 类 号：R197.32[医药卫生—卫生事业管理] R192.3[医药卫生—公共卫生与预防医学]