雇主品牌对高校毕业生求职行为的影响研究  

The Impact of Employer Branding on the Job-seeking Behavior of College Graduates

作　　者：权贵杰 龚思华 王兴 QUAN Gui-jie;GONG Si-hua;WANG Xing

机构地区：[1]中国人民大学劳动人事学院 [2]香港岭南大学,中国香港 [3]广州科技贸易职业学院

出　　处：《中国大学生就业》2025年第1期67-76,共10页Journal of Chinese College Student Employment

基　　金：2022年度广东省高校科研平台和科研项目特色创新类项目(哲学社会科学)“粤港澳大湾区人才高地建设中急需紧缺人才指数体系构建与应用场景研究”(项目编号:2022WTSCX153)的研究成果。

摘　　要：基于社会认知职业理论,本研究旨在研究雇主品牌与应届毕业生求职行为之间的关系。基于205份线上问卷调查的分析结果表明:雇主品牌的象征属性对高校毕业生的求职行为产生了积极影响,功能属性对毕业生求职行为没有显著影响。此外验证了品牌认同在其中起着完全中介作用。最后,提出融合雇主品牌营销与人力资源管理活动、建立雇主与雇员动态沟通渠道等建议,希望为企业的雇主品牌实践提供参考。Based on Social Cognitive Career Theory,this study aims to investigate the relationship between employer branding and the job-seeking behavior of recent graduates.Through an online survey of 205 responses,the results indicate that the symbolic attributes of employer branding have a positive impact on the job-seeking behavior of college graduates;the functional attributes do not have a significant effect on the job-seeking behavior of graduates.Additionally,it is verified that brand identification plays a full mediating role.Finally,suggestions are made to integrate employer branding marketing with human resource management activities and to establish dynamic communication channels between employers and employees,hoping to provide a reference for the practice of employer branding inenterprises.

关 键 词：雇主品牌 求职行为 品牌认同 

分 类 号：G640[文化科学—高等教育学]