数字赋能零售企业雇主品牌建设及提升策略研究  

Research on digital empowerment of employer brand building and enhancement strategies in retail enterprises

作　　者：蒋勋 Jiang Xun(Zhejiang Business College,Hangzhou,Zhejiang,310053)

机构地区：[1]浙江商业职业技术学院,浙江杭州310053

出　　处：《市场周刊》2024年第16期86-89,共4页Market Weekly

基　　金：2023年度高校国内访问工程师校企合作项目“数字赋能零售企业雇主品牌建设及提升策略研究”的研究成果(项目编号:FG2023082)。

摘　　要：雇主品牌是企业在人力资源市场上独特的定位和形象,体现了企业的文化和价值观,成为区别于其他企业的重要特质,有利于吸引优秀人才、降低雇佣双方的适配风险,提高员工满意度,增强企业的核心竞争力。文章基于对多家零售企业在雇主品牌建设方面的调查研究,发现零售企业普遍存在雇主品牌意识淡薄、雇员雇佣体验不佳、雇主品牌宣传力度小以及雇员留任率低的问题,有针对性地提出树立雇主品牌理念、改善雇员雇佣体验、塑造良好社会口碑和形象以及深化产教融合的雇主品牌提升策略。The employer brand is the unique positioning and image of a company in the human resources market,reflecting its culture and values.It has become an important characteristic that distinguishes it from other companies,which is conducive to attracting excellent talents,reducing the adaptation risks of both employers and employees,improving employee satisfaction,and enhancing the core competitiveness of the enterprise.Based on a survey and research on employer brand building in multiple retail enterprises,it was found that retail enterprises generally have problems such as weak employer brand awareness,poor employee employment experience,weak employer brand promotion,and low employee retention rate.Targeted strategies for enhancing the employer brand include establishing the employer brand concept,improving employee employment experience,creating a good social reputation and image,and deepening the integration of industry and education.

关 键 词：雇主品牌 EVP 提升策略 

分 类 号：F272[经济管理—企业管理]