企业雇主价值主张的构建与应用:基于S公司的案例研究
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摘要
雇主价值主张(EVP)指的是在组织中对员工与应聘者具有吸引力的各种要素,是树立雇主品牌和提高企业吸引力和竞争力的关键。然而目前针对EVP的相关研究相对较少,因此本文选取国内一家高新技术企业进行案例研究,基于EVP的相关理论,通过定性研究方法 ,构建包含工作特征、工作环境、雇主声望和薪酬福利维度的EVP模型,并将其应用于案例企业的校园招聘中,探讨其对企业、应聘者及潜在应聘者的影响。研究结果发现,基于EVP的校园招聘能够有效提升企业的雇主品牌、雇主吸引力和招聘有效性,同时提升应聘者及潜在应聘者的个人-组织匹配感和求职行为,最终提升校园招聘为组织输送人才的成功率,从而促进组织的快速发展。
Employer Value Proposition (EVP) refers to the various elements attractive to employees and candidates in an organization, which helps to build an employer brand and enhances the attractiveness and competitiveness of the company. However, there are relatively few related researches on EVP. Therefore, this research selected a domestic high-tech enterprise to conduct a case study. Based on theories concerning EVP, we employed a qualitative research method to construct an EVP model including 4 dimensions(job characteristics, work environment, employer reputation and compensation and benefits). We applied it to campus recruitment and explored its impact on the company, candidates and potential candidates. The ?ndings revealed that this model could enhance the ?rm's employer brand, employer attraction and recruitment effectiveness, positively predicted candidates' and potential candidates' person-organization ?t and job-seeking behaviors, ultimately improved the success rate of campus recruitment and promoted the rapid development of the organization.
Employer Value Proposition (EVP) refers to the various elements attractive to employees and candidates in an organization, which helps to build an employer brand and enhances the attractiveness and competitiveness of the company. However, there are relatively few related researches on EVP. Therefore, this research selected a domestic high-tech enterprise to conduct a case study. Based on theories concerning EVP, we employed a qualitative research method to construct an EVP model including 4 dimensions(job characteristics, work environment, employer reputation and compensation and benefits). We applied it to campus recruitment and explored its impact on the company, candidates and potential candidates. The ?ndings revealed that this model could enhance the ?rm's employer brand, employer attraction and recruitment effectiveness, positively predicted candidates' and potential candidates' person-organization ?t and job-seeking behaviors, ultimately improved the success rate of campus recruitment and promoted the rapid development of the organization.
引文
1.鲍仁君.(2015).美国直接雇主协会构建雇主品牌的实践.中国人力资源开发,32(12),33-37.
2.陈井安,景光仪.(2005).知识型员工激励因素的实证研究.科学学与科学技术管理,26(8),101-105.
3.陈燕.(2014).国有企业核心骨干员工价值体系的建立.中国劳动,(1),37-40.
4.葛元月.(2013).基于员工价值主张吸引和留住人才的思考.领导科学,(17),53-54.
5.胡蓓,翁清雄,杨辉.(2008).基于求职者视角的组织人才吸引力实证分析--以十所名牌大学毕业生的求职倾向为例.预测,27(1),53-59.
6.殷志平.(2007).雇主品牌研究综述.外国经济与管理,29(10),32-38.
7.刘爽.(2017).关于人力资源管理中薪酬福利的激励探讨.现代营销(下旬刊),(11),118.
8.张海宽.(2011).企业员工价值体系(evp)的构建.人力资源管理,(10),38-41.
9.Aln?a??k,E.,&Aln?a??k,ü.,(2012).Identifying dimensions of attractiveness in employer branding:Effects of age,gender,and current employment status.Procedia-Social and Behavioral Sciences,58,1336-1343.
10.Ahmed,P.K.,&Rafiq,M.(2002).Internal Marketing.Oxford:Butterworth-Heinemann.
11.Barrow,S.,&Mosley,R.(2005).The employer brand:Bringing the best of brand management to people at work.London:Wiley.
12.Blau,P.M.(1964).Exchange and power in social life.New York:Wiley.
13.Berry,L.L.(1981).The employee as customer.Journal of Retail Banking,3(1),25-28.
14.Berthon,P.,Ewing,M.,&Hah,L.L.(2005).Captivating company:Dimensions of attractiveness in employer branding.International Journal of Advertising,24(2),151-172.
15.Branham,L.(2001).Keeping the people who keep you in business:24 ways to hang on to your most valuable talent.New York:American Management Association.
16.Cable,D.,&Turban,D.(2003).The value of organizational reputation in the recruitment context:A brandequity perspective.Journal of Applied Social Psychology,33(11),23.
17.Corporate Leadership Council.(2010).Rebuilding the employment value proposition.New York:JW Marriott,San Antonio,Hill Country,&San Antonio.
18.Elegbe,&Alemibola,J.(2017).Determinants of success of employer branding in a start-up firm in nigeria.Thunderbird International Business Review,60(3),265-277.
19.Gursoy,D.,Chi,G.Q.,&Karadag,E.(2013).Generational differences in work values and attitudes among frontline and service contact employees.International Journal of Hospitality Management,32(Complete),40-48.
20.Gatewood,R.D.,&Lautenschlager,G.G.J.(1993).Corporate image,recruitment image,and initial job choice decisions.The Academy of Management Journal,36(2),414-427.
21.Holttinen,&Heli.(2014).Contextualizing value propositions:Examining how consumers experience value propositions in their practices.Australasian Marketing Journal,22(2),103-110.
22.Highhouse,S.,Lievens,F.,&Sinar,E.F.(2003).M e a s u r i n g a t t r a c t i o n t o o rg a n i z a t i o n s.Educational&Psychological Measurement,63(6),986-1001.
23.Kristof,A.L.(1996).Person-organization fit:An integrative review of its conceptualizations,measurement,and implications.Personnel Psychology,49(1),1-49.
24.Lusch,R.F.,Vargo,S.L.,&O'Brien,Matthew.(2007).Competing through service:Insights from service-dominant logic.Journal of Retailing,83(1),5-18.
25.Lopus,Murray.(2001).Employer-of-choice branding for knowledge workers.South African Journal of Business Management,33(4),13-20
26.Lawler,E.J.,&Thye,S.R.(2003).Bringing emotions into social exchange theory.Annual Review of Sociology,25(1),217-244.
27.Lievens,F.,&Highhouse,S.(2003).The relation of instrumental and symbolic attributes to a company's attractiveness as an employer.Personnel Psychology,56(1),75-102.
28.Maricchiolo,F.,Gnisci,A.,&Bonaiuto,M.,(2013).Political leaders'communicative style and audience evaluation in an Italian general election debate.Paper Presented at the International Workshop on Political Speech,Rome,Italy.
29.Maurer,S.D.,Howe,V.,&Lee,T.W.(1992).Organizational recruiting as marketing management:An interdisciplinary study of engineering graduates.Personnel Psychology,45(4):27.
30.Misra,R.K.,&Pattnaik,S.K.(2017).Employer value proposition:A conceptual framework and scale development for Indian information technology professionals.International Journal of Human Capital&Information Technology Professionals,7(4),15-32..
31.Molm,L.D.,Takahashi,N.,&Peterson,G.(2000).Risk and trust in social exchange:An experimental test of a classical proposition.American Journal of Sociology,105(5),1396-1427.
32.Muchinsky,P.M.,&Monahan,C.J.(1987).What is person-environment congruence?Supplementary versus complementary models of fit.Journal of Vocational Behavior,31(3),268-277.
33.Michaels,E.Handfield-Jones,H.,&Axelrod,B.(2001).The War for Talent.Boston:Harvard Business Press.
34.Schneider,B.,(1987).The people make the place.Personnel Psychology,40(3),17.
35.Sutherland,M.M.,Torricelli,D.G.,&Karg,R.F.(2002).Employer-of-choice branding for knowledge workers.South African Journal of Business Management,33(4),13-20.
36.Sullivan,J.(2004).Eight elements of a successful employer brand.Er-exchange,23(3),1-9.
37.Turban,D.B.,Forret,M.L.,&Hendrickson,C.L.(1998).Applicant attraction to firms:Influences of organization reputation,job and organizational attributes,and recruiter behaviors.Journal of Vocational Behavior,52(1),24-44.
38.Terjesen,S.,Vinnicombe,S.,&Freeman,C.(2007).Attracting generation y graduates.Career Development International,12(6),504-522.
39.Viktoria Rampl,L.,&Kenning,P.(2014).Employer brand trust and affect:linking brand personality to employer brand attractiveness.European Journal of Marketing,48(1/2),218-236.
2.陈井安,景光仪.(2005).知识型员工激励因素的实证研究.科学学与科学技术管理,26(8),101-105.
3.陈燕.(2014).国有企业核心骨干员工价值体系的建立.中国劳动,(1),37-40.
4.葛元月.(2013).基于员工价值主张吸引和留住人才的思考.领导科学,(17),53-54.
5.胡蓓,翁清雄,杨辉.(2008).基于求职者视角的组织人才吸引力实证分析--以十所名牌大学毕业生的求职倾向为例.预测,27(1),53-59.
6.殷志平.(2007).雇主品牌研究综述.外国经济与管理,29(10),32-38.
7.刘爽.(2017).关于人力资源管理中薪酬福利的激励探讨.现代营销(下旬刊),(11),118.
8.张海宽.(2011).企业员工价值体系(evp)的构建.人力资源管理,(10),38-41.
9.Aln?a??k,E.,&Aln?a??k,ü.,(2012).Identifying dimensions of attractiveness in employer branding:Effects of age,gender,and current employment status.Procedia-Social and Behavioral Sciences,58,1336-1343.
10.Ahmed,P.K.,&Rafiq,M.(2002).Internal Marketing.Oxford:Butterworth-Heinemann.
11.Barrow,S.,&Mosley,R.(2005).The employer brand:Bringing the best of brand management to people at work.London:Wiley.
12.Blau,P.M.(1964).Exchange and power in social life.New York:Wiley.
13.Berry,L.L.(1981).The employee as customer.Journal of Retail Banking,3(1),25-28.
14.Berthon,P.,Ewing,M.,&Hah,L.L.(2005).Captivating company:Dimensions of attractiveness in employer branding.International Journal of Advertising,24(2),151-172.
15.Branham,L.(2001).Keeping the people who keep you in business:24 ways to hang on to your most valuable talent.New York:American Management Association.
16.Cable,D.,&Turban,D.(2003).The value of organizational reputation in the recruitment context:A brandequity perspective.Journal of Applied Social Psychology,33(11),23.
17.Corporate Leadership Council.(2010).Rebuilding the employment value proposition.New York:JW Marriott,San Antonio,Hill Country,&San Antonio.
18.Elegbe,&Alemibola,J.(2017).Determinants of success of employer branding in a start-up firm in nigeria.Thunderbird International Business Review,60(3),265-277.
19.Gursoy,D.,Chi,G.Q.,&Karadag,E.(2013).Generational differences in work values and attitudes among frontline and service contact employees.International Journal of Hospitality Management,32(Complete),40-48.
20.Gatewood,R.D.,&Lautenschlager,G.G.J.(1993).Corporate image,recruitment image,and initial job choice decisions.The Academy of Management Journal,36(2),414-427.
21.Holttinen,&Heli.(2014).Contextualizing value propositions:Examining how consumers experience value propositions in their practices.Australasian Marketing Journal,22(2),103-110.
22.Highhouse,S.,Lievens,F.,&Sinar,E.F.(2003).M e a s u r i n g a t t r a c t i o n t o o rg a n i z a t i o n s.Educational&Psychological Measurement,63(6),986-1001.
23.Kristof,A.L.(1996).Person-organization fit:An integrative review of its conceptualizations,measurement,and implications.Personnel Psychology,49(1),1-49.
24.Lusch,R.F.,Vargo,S.L.,&O'Brien,Matthew.(2007).Competing through service:Insights from service-dominant logic.Journal of Retailing,83(1),5-18.
25.Lopus,Murray.(2001).Employer-of-choice branding for knowledge workers.South African Journal of Business Management,33(4),13-20
26.Lawler,E.J.,&Thye,S.R.(2003).Bringing emotions into social exchange theory.Annual Review of Sociology,25(1),217-244.
27.Lievens,F.,&Highhouse,S.(2003).The relation of instrumental and symbolic attributes to a company's attractiveness as an employer.Personnel Psychology,56(1),75-102.
28.Maricchiolo,F.,Gnisci,A.,&Bonaiuto,M.,(2013).Political leaders'communicative style and audience evaluation in an Italian general election debate.Paper Presented at the International Workshop on Political Speech,Rome,Italy.
29.Maurer,S.D.,Howe,V.,&Lee,T.W.(1992).Organizational recruiting as marketing management:An interdisciplinary study of engineering graduates.Personnel Psychology,45(4):27.
30.Misra,R.K.,&Pattnaik,S.K.(2017).Employer value proposition:A conceptual framework and scale development for Indian information technology professionals.International Journal of Human Capital&Information Technology Professionals,7(4),15-32..
31.Molm,L.D.,Takahashi,N.,&Peterson,G.(2000).Risk and trust in social exchange:An experimental test of a classical proposition.American Journal of Sociology,105(5),1396-1427.
32.Muchinsky,P.M.,&Monahan,C.J.(1987).What is person-environment congruence?Supplementary versus complementary models of fit.Journal of Vocational Behavior,31(3),268-277.
33.Michaels,E.Handfield-Jones,H.,&Axelrod,B.(2001).The War for Talent.Boston:Harvard Business Press.
34.Schneider,B.,(1987).The people make the place.Personnel Psychology,40(3),17.
35.Sutherland,M.M.,Torricelli,D.G.,&Karg,R.F.(2002).Employer-of-choice branding for knowledge workers.South African Journal of Business Management,33(4),13-20.
36.Sullivan,J.(2004).Eight elements of a successful employer brand.Er-exchange,23(3),1-9.
37.Turban,D.B.,Forret,M.L.,&Hendrickson,C.L.(1998).Applicant attraction to firms:Influences of organization reputation,job and organizational attributes,and recruiter behaviors.Journal of Vocational Behavior,52(1),24-44.
38.Terjesen,S.,Vinnicombe,S.,&Freeman,C.(2007).Attracting generation y graduates.Career Development International,12(6),504-522.
39.Viktoria Rampl,L.,&Kenning,P.(2014).Employer brand trust and affect:linking brand personality to employer brand attractiveness.European Journal of Marketing,48(1/2),218-236.