知识型员工组织认同对雇主品牌竞争力的影响研究
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摘要
目前，我国知识型员工已经成为企业的中坚力量，如何培育和提升知识型员工的组织认同，从而使企业在人力资本竞争中形成和保持竞争优势，是我国企业人力资源管理亟需解决的问题。组织认同是一种有效的非正式的控制手段，它能够帮助企业提高对员工的管理效率，并且有效加强对员工的控制。组织认同能够保证员工具有较高的忠诚度和敬业度，使员工在心理和行为上与自己所在的组织保持一致。纵观东西方组织认同的研究成果，组织认同已经成为西方组织行为研究的热点，而且已经形成比较系统的理论和观点。我国对于组织认同的研究起步较晚，现阶段的研究大量采用西方的理论模型和测量工具，这些理论模型和测量工具是否适合中国国情，还有待进一步深入研究。因此，亟需在组织认同领域结合中国企业和员工的实际情况展开深入系统的研究，以便为企业雇主品牌竞争力的形成和提升做出贡献。
组织认同反映的是个体与组织的关系，因此组织认同并不是孤立的，它会受到员工个人因素、组织因素以及环境因素的影响。基于不同类型员工的差异，不同类型员工的组织认同必然具有其特殊性。经过文献检索发现，雇主品牌的研究在我国尚处于起步阶段，还没有形成系统的、成熟的理论体系，其中定性研究居多。雇主品牌竞争力研究尚属于新兴领域，关于雇主品牌竞争力的定量研究比较鲜见，尚没有专门针对知识型员工组织认同对雇主品牌竞争力影响的研究。知识型员工是员工中一个特殊的群体，他们具有高知识、高能力、高创新性、低忠诚等特点。知识型员工掌握着企业的核心知识，能够吸引、挽留和激励知识型员工是企业在人力资本竞争中形成和保持竞争优势的关键，因此有必要开展针对知识型员工组织认同的研究，探究知识型员工组织认同对雇主品牌竞争力的影响，并积极探索如何通过提升知识型员工组织认同来达到提升雇主品牌竞争力的目的。
通过梳理相关变量的文献资料，结合访谈，本研究使用研究中涉及的组织认同、员工忠诚度等变量的测量量表，编制初始问卷和正式问卷。通过随机抽样的方法，本研究选择30余家来自不同行业、不同地区的企业的知识型员工作为调查对象，共收集有效问卷715份。本研究运用相关分析、回归分析、结构方程模型作为主要实证分析方法，对测量工具的信度和效度，以及所研究模型和假设进行检验，并且根据研究的结论提出管理建议。主要研究内容包括以下几个方面：（1）首先阐述论文的理论和现实背景，提出论文要研究的问题，分析论文的理论意义与现实意义；然后确定论文的研究思路、研究结构和基本研究方法；最后阐明论文的创新之处。（2）针对知识型员工、组织认同、员工忠诚度和雇主品牌的国内外研究现状进行梳理和归纳总结，对现有研究进行评价，并以此为基础提出论文的研究方向。（3）阐述社会认同理论、社会交换理论、内部营销理论的主要观点及其实际应用，构建理论框架，为模型的构建以及围绕模型展开的研究奠定理论基础。（4）分析知识型员工人力资本的特殊性，进而分析知识型员工组织认同的特殊性，并剖析知识型员工组织认同特殊性形成的原因。（5）界定雇主品牌竞争力的内涵及特征，并在此基础上分析雇主品牌竞争力的构成要素，阐明不同类别的基本要素以不同的方式作用于雇主品牌竞争力的形成，从而形成对雇主品牌竞争力的不同影响。（6）构建组织认同、员工忠诚度、雇主品牌资产和雇主品牌竞争力之间的概念模型，说明模型中各个变量的选取依据，并在此基础上提出各项研究假设；根据实证研究的需要选择相关变量的成熟量表，确定随机抽样的调查方式，选择知识型员工为调查对象，并对小样本进行预调研的统计分析。（7）通过对多家企业中的知识型员工进行深度访谈和问卷调查，运用相关分析、回归分析和结构方程模型等实证分析方法，验证了知识型员工组织认同、员工忠诚度、雇主品牌资产、雇主品牌竞争力之间的关系，本研究提出的大部分研究假设和理论模型得到了验证和支持。（8）对已通过验证假设的结论和对未通过验证假设的结论展开讨论，据此提出管理建议，分析全面薪酬、员工援助计划、职业生涯规划通过提升知识型员工组织认同来提升雇主品牌竞争力的作用。最后，对本研究的局限性和未来展望进行分析。
研究结果表明：（1）知识型员工组织认同对雇主品牌竞争力存在正向影响。（2）知识型员工组织认同对员工忠诚度存在正向影响。（3）员工忠诚度对雇主品牌竞争力存在正向影响。（4）员工忠诚度在知识型员工组织认同与雇主品牌竞争力之间发挥中介作用。（5）知识型员工组织认同对雇主品牌资产存在正向影响。（6）员工忠诚度对雇主品牌资产存在正向影响。（7）雇主品牌资产对雇主品牌竞争力存在正向影响。（8）雇主品牌资产在知识型员工组织认同与雇主品牌竞争力之间发挥中介作用。
本研究的理论贡献在于：（1）明确了知识型员工组织认同对雇主品牌竞争力的影响。目前还没有学者专门针对知识型员工组织认同与雇主品牌竞争力的关系展开研究，本研究实证检验了知识型员工组织认同对雇主品牌竞争力的影响，实证检验了员工忠诚度在知识型员工组织认同与雇主品牌竞争力之间的中介作用，实证检验了雇主品牌资产在知识型员工组织认同与雇主品牌竞争力之间的中介作用，实证检验了两个中介变量之间的关系，开辟了雇主品牌竞争力研究的新视角，深化了组织认同和雇主品牌竞争力的理论研究，同时对企业人力资源管理实践具有实际的指导意义。（2）阐明了雇主品牌竞争力的涵义、特征和构成要素。目前对于品牌竞争力的研究已经比较成熟，对于雇主品牌竞争力的研究还是一个新兴领域，现有的相关研究尚未形成成熟的体系。本研究借鉴品牌竞争力的相关理论，结合雇主品牌的具体特点，分析和阐述了雇主品牌竞争力的涵义、特征和和构成要素，深化了雇主品牌竞争力的研究。（3）针对知识型员工组织认同展开研究。本文以知识型员工为研究对象，总结和归纳知识型员工组织认同的特殊性及其成因，为今后的组织认同研究拓宽了视角，同时也使组织认同的理论研究更好地服务于企业人力资源管理实践，使企业更有效地吸引、挽留和激励知识型员工，从而有效提升企业雇主品牌竞争力。（4）制定有效的雇主品牌竞争力提升策略。本文选择全面薪酬、员工援助计划和职业生涯规划作为雇主品牌竞争力的提升策略，指导企业如何通过提升知识型员工组织认同来提升雇主品牌竞争力，同时对于知识型员工人力资源管理实践也具有实际的指导意义。
At present, knowledge staff has become the backbone of the enterprises in China. Inthe field of human resources management, enterprises are facing the urgent problem offorming and keeping competitive advantages in human capital competition by virtue ofcultivating and enhancing knowledge staff’s organizational identification. Organizationalidentification is effective and informal control, which can help enterprises improve theirefficiency in human resources management and strengthen the control over employees.Since organizational identification can ensure high employee loyalty and high employeeengagement, organizational identification can make employees consistent with theirenterprises in mentality and behavior. Considering the research of organizationalidentification in the academic community home and abroad, organizational identificationhas become a heated topic in the West, and systematic theories and views have beenestablished. As the research on organizational identification in China lags behind, nowthe research on organizational identification in China mainly models theoretical modelsand measurement scales in the West. Whether those theoretical models and measurementscales adapt to Chinese background or not still needs to be proved. Therefore, it isimperative to make systematic research on organizational identification under Chinesecircumstances in order to make contributions to the formation and improvement ofemployer brand competitiveness.
As organizational identification reflects the relationship between individual andorganization, organizational identification is influenced by individual factors,organizational factors, and environment factors. Based on the differences among types ofemployees, organizational identification differs among different groups of employees. Byvirtue of literature review, the research on employee brand has just started in China,which is unsystematic and underdeveloped, and most of which is qualitative research israre. At present, is a new field, and its employer brand competitiveness, let alonequantitative research. There is no specific research on the relationship betweenorganizational identification and employer brand competitiveness now. Knowledge staffis a special group of employees, who are characterized by high knowledge, high skill,high innovation and low loyalty. In addition, knowledge staff holds the core knowledge of enterprises, and the key to forming and keeping competitive advantages in humancapital competition is to attract, keep and motivate knowledge staff. Therefore, it isnecessary to conduct the research on the knowledge staff’s organizational identification,expound the influence of knowledge staff’s organizational identification on employerbrand competitiveness, and explore the measures in improving employer brandcompetitiveness by way of improving organizational identification.
Based on literature review of variables in the theoretical model, together withinterview and measurement scales of variables, the thesis draws up the preliminaryquestionnaire and formal questionnaire. Under the guidance of random sampling,615questionnaires are collected from the knowledge staff in more than30enterprises fromdifferent industries and cities. The research uses correlation analysis, regression analysisand structure equation modeling as main empirical analysis methods, to test thereliability and validity of measurement scales, and test the theoretical model andhypotheses. Based the conclusion, the research gives suggestions on human resourcesmanagement in enterprises. The contents of the research are as follows: Firstly, expoundsthe theoretical and realistic background, put forward the problem, and analyze thetheoretical and realistic meanings. And then, formulate the outline, structure and basicresearch methods of the thesis. Finally, clarify the innovative points. Secondly, make aliterature research and generalization of knowledge staff, organizational identification,employee loyalty and employer brand competitiveness home and abroad, and make acomment on it. And then, put forward the targets of the thesis on the above basis. Thirdly,expound ideas and practice of the social identification theory, social exchange theory andinternal marketing theory, and establish a theoretical framework which acts as thetheretical basis of theoretical model and corresponding study. Fourthly, expounds thefeatures of knowledge staff’s human capital and the features of knowledge staff’sorganizational identification, and then analyzes the causes of the features oforganizational identification. Fifthly, defines the meaning and features of employer brandcompetitiveness. On the basis of it, the thesis analyzes the components of employerbrand competitiveness. These components form employer brand competitiveness indifferent ways, and influence it in their own ways. Sixth, construct the theoretical modelof organizational identification, employee loyalty, employer brand equity and employer brand competitiveness, and then explain the theoretical basis on which the variables arechosen, put forward hypotheses, design measurement scales based on the needs ofempirical research, choose random sampling method and choose knowledge staff invarious enterprises as targets, finally analyze the data of preliminary survey. Seventhly,on the basis of interview and survey with knowledge staff from various enterprises, thethesis uses structural equation modeling, correlation analysis, regression analysis andother methods, proved the positive relationship among knowledge staff’s organizationalidentification, employee loyalty, employer brand equity, and employer brandcompetitiveness; most of the hypotheses and theoretical model of the thesis are provedand supported by facts. Eightly, discuss the proved hypotheses and unproved hypotheses,make management suggestions on the basis of the conclusion, and analyze theimprovement of employer brand competitiveness by implementing all-round salary, EAP,and career planning. Finally analyze the limitations and outlook into the future.
The findings are as follows: Firstly, proves the positive relationship betweenknowledge staff’s organizational identification and employer brand competitiveness.Secondly, proves positive effect of knowledge staff’s organizational identification onemployee loyalty. Thirdly, proves positive effect of employee loyalty on employerbrand competitiveness. Fourthly, proves the mediating effect of employee loyaltybetween knowledge staff’s organizational identification and employer brandcompetitiveness. Fifthly, proves positive effect of knowledge staff’s organizationalidentification on employer brand equity. Sixthly, proves positive effect of employeeloyalty on employer brand equity. Seventh, proves positive effect of employer brandequity on employer brand competitiveness. Eightly, the mediating effect of employerbrand equity between knowledge staff’s organizational identification and employer brandcompetitiveness.
The theoretical values of the research are as follows: Firstly, clarify the effect ofknowledge staff’s organizational identification on employer brand competitiveness. Upto now, there is no specific research on the relationship between knowledge staff’sorganizational identification and employer brand competitiveness. The research tests theeffect of knowledge staff’s organizational identification on employer brandcompetitiveness, tests the mediating effect of employee loyalty between knowledge staff’s organizational identification and employer brand competitiveness, tests themediating effect of employer brand equity between knowledge staff’s organizationalidentification and employer brand competitiveness, tests the influence of employeeloyalty on employer brand equity, studies organizational identification and employerbrand competitiveness from a new perspective, deepens the research on knowledgestaff’s organizational identification and employer brand competitiveness, and giveinstructions to human resources management in enterprises. Secondly, expounds thedefinition and components of employer brand competitiveness. At present, the researchon brand competitiveness is established, while the research on employer brandcompetitiveness is a new field open to further research. Based on the theories of brandcompetitiveness and features of employer brand, the thesis analyzes and expounds thedefinition, features and components of employer brand competitiveness, which deepensthe research on employer brand competitiveness. Thirdly, do research on knowledgestaff’s organizational identification. The thesis targets knowledge staff, generalizes thefeatures of knowledge staff’s organizational identification, and analyzes the causes ofthem. Such research broadens the view of further study, and serve the human resourcesmanagement in enterprises with organizational identification theories, which makesenterprises effectively attract, keep and motivate knowledge staff in order to improveemployer brand competitiveness. Fourthly, formulate effective tactics for theimprovement of employer brand competitiveness. The thesis chooses all-round salary,EAP and career planning as tactics for improving employer brand competitiveness,instruct enterprises to boost employer brand competitiveness by virtue of organizationalidentification, which is instructive to human resources management.
组织认同反映的是个体与组织的关系，因此组织认同并不是孤立的，它会受到员工个人因素、组织因素以及环境因素的影响。基于不同类型员工的差异，不同类型员工的组织认同必然具有其特殊性。经过文献检索发现，雇主品牌的研究在我国尚处于起步阶段，还没有形成系统的、成熟的理论体系，其中定性研究居多。雇主品牌竞争力研究尚属于新兴领域，关于雇主品牌竞争力的定量研究比较鲜见，尚没有专门针对知识型员工组织认同对雇主品牌竞争力影响的研究。知识型员工是员工中一个特殊的群体，他们具有高知识、高能力、高创新性、低忠诚等特点。知识型员工掌握着企业的核心知识，能够吸引、挽留和激励知识型员工是企业在人力资本竞争中形成和保持竞争优势的关键，因此有必要开展针对知识型员工组织认同的研究，探究知识型员工组织认同对雇主品牌竞争力的影响，并积极探索如何通过提升知识型员工组织认同来达到提升雇主品牌竞争力的目的。
通过梳理相关变量的文献资料，结合访谈，本研究使用研究中涉及的组织认同、员工忠诚度等变量的测量量表，编制初始问卷和正式问卷。通过随机抽样的方法，本研究选择30余家来自不同行业、不同地区的企业的知识型员工作为调查对象，共收集有效问卷715份。本研究运用相关分析、回归分析、结构方程模型作为主要实证分析方法，对测量工具的信度和效度，以及所研究模型和假设进行检验，并且根据研究的结论提出管理建议。主要研究内容包括以下几个方面：（1）首先阐述论文的理论和现实背景，提出论文要研究的问题，分析论文的理论意义与现实意义；然后确定论文的研究思路、研究结构和基本研究方法；最后阐明论文的创新之处。（2）针对知识型员工、组织认同、员工忠诚度和雇主品牌的国内外研究现状进行梳理和归纳总结，对现有研究进行评价，并以此为基础提出论文的研究方向。（3）阐述社会认同理论、社会交换理论、内部营销理论的主要观点及其实际应用，构建理论框架，为模型的构建以及围绕模型展开的研究奠定理论基础。（4）分析知识型员工人力资本的特殊性，进而分析知识型员工组织认同的特殊性，并剖析知识型员工组织认同特殊性形成的原因。（5）界定雇主品牌竞争力的内涵及特征，并在此基础上分析雇主品牌竞争力的构成要素，阐明不同类别的基本要素以不同的方式作用于雇主品牌竞争力的形成，从而形成对雇主品牌竞争力的不同影响。（6）构建组织认同、员工忠诚度、雇主品牌资产和雇主品牌竞争力之间的概念模型，说明模型中各个变量的选取依据，并在此基础上提出各项研究假设；根据实证研究的需要选择相关变量的成熟量表，确定随机抽样的调查方式，选择知识型员工为调查对象，并对小样本进行预调研的统计分析。（7）通过对多家企业中的知识型员工进行深度访谈和问卷调查，运用相关分析、回归分析和结构方程模型等实证分析方法，验证了知识型员工组织认同、员工忠诚度、雇主品牌资产、雇主品牌竞争力之间的关系，本研究提出的大部分研究假设和理论模型得到了验证和支持。（8）对已通过验证假设的结论和对未通过验证假设的结论展开讨论，据此提出管理建议，分析全面薪酬、员工援助计划、职业生涯规划通过提升知识型员工组织认同来提升雇主品牌竞争力的作用。最后，对本研究的局限性和未来展望进行分析。
研究结果表明：（1）知识型员工组织认同对雇主品牌竞争力存在正向影响。（2）知识型员工组织认同对员工忠诚度存在正向影响。（3）员工忠诚度对雇主品牌竞争力存在正向影响。（4）员工忠诚度在知识型员工组织认同与雇主品牌竞争力之间发挥中介作用。（5）知识型员工组织认同对雇主品牌资产存在正向影响。（6）员工忠诚度对雇主品牌资产存在正向影响。（7）雇主品牌资产对雇主品牌竞争力存在正向影响。（8）雇主品牌资产在知识型员工组织认同与雇主品牌竞争力之间发挥中介作用。
本研究的理论贡献在于：（1）明确了知识型员工组织认同对雇主品牌竞争力的影响。目前还没有学者专门针对知识型员工组织认同与雇主品牌竞争力的关系展开研究，本研究实证检验了知识型员工组织认同对雇主品牌竞争力的影响，实证检验了员工忠诚度在知识型员工组织认同与雇主品牌竞争力之间的中介作用，实证检验了雇主品牌资产在知识型员工组织认同与雇主品牌竞争力之间的中介作用，实证检验了两个中介变量之间的关系，开辟了雇主品牌竞争力研究的新视角，深化了组织认同和雇主品牌竞争力的理论研究，同时对企业人力资源管理实践具有实际的指导意义。（2）阐明了雇主品牌竞争力的涵义、特征和构成要素。目前对于品牌竞争力的研究已经比较成熟，对于雇主品牌竞争力的研究还是一个新兴领域，现有的相关研究尚未形成成熟的体系。本研究借鉴品牌竞争力的相关理论，结合雇主品牌的具体特点，分析和阐述了雇主品牌竞争力的涵义、特征和和构成要素，深化了雇主品牌竞争力的研究。（3）针对知识型员工组织认同展开研究。本文以知识型员工为研究对象，总结和归纳知识型员工组织认同的特殊性及其成因，为今后的组织认同研究拓宽了视角，同时也使组织认同的理论研究更好地服务于企业人力资源管理实践，使企业更有效地吸引、挽留和激励知识型员工，从而有效提升企业雇主品牌竞争力。（4）制定有效的雇主品牌竞争力提升策略。本文选择全面薪酬、员工援助计划和职业生涯规划作为雇主品牌竞争力的提升策略，指导企业如何通过提升知识型员工组织认同来提升雇主品牌竞争力，同时对于知识型员工人力资源管理实践也具有实际的指导意义。
At present, knowledge staff has become the backbone of the enterprises in China. Inthe field of human resources management, enterprises are facing the urgent problem offorming and keeping competitive advantages in human capital competition by virtue ofcultivating and enhancing knowledge staff’s organizational identification. Organizationalidentification is effective and informal control, which can help enterprises improve theirefficiency in human resources management and strengthen the control over employees.Since organizational identification can ensure high employee loyalty and high employeeengagement, organizational identification can make employees consistent with theirenterprises in mentality and behavior. Considering the research of organizationalidentification in the academic community home and abroad, organizational identificationhas become a heated topic in the West, and systematic theories and views have beenestablished. As the research on organizational identification in China lags behind, nowthe research on organizational identification in China mainly models theoretical modelsand measurement scales in the West. Whether those theoretical models and measurementscales adapt to Chinese background or not still needs to be proved. Therefore, it isimperative to make systematic research on organizational identification under Chinesecircumstances in order to make contributions to the formation and improvement ofemployer brand competitiveness.
As organizational identification reflects the relationship between individual andorganization, organizational identification is influenced by individual factors,organizational factors, and environment factors. Based on the differences among types ofemployees, organizational identification differs among different groups of employees. Byvirtue of literature review, the research on employee brand has just started in China,which is unsystematic and underdeveloped, and most of which is qualitative research israre. At present, is a new field, and its employer brand competitiveness, let alonequantitative research. There is no specific research on the relationship betweenorganizational identification and employer brand competitiveness now. Knowledge staffis a special group of employees, who are characterized by high knowledge, high skill,high innovation and low loyalty. In addition, knowledge staff holds the core knowledge of enterprises, and the key to forming and keeping competitive advantages in humancapital competition is to attract, keep and motivate knowledge staff. Therefore, it isnecessary to conduct the research on the knowledge staff’s organizational identification,expound the influence of knowledge staff’s organizational identification on employerbrand competitiveness, and explore the measures in improving employer brandcompetitiveness by way of improving organizational identification.
Based on literature review of variables in the theoretical model, together withinterview and measurement scales of variables, the thesis draws up the preliminaryquestionnaire and formal questionnaire. Under the guidance of random sampling,615questionnaires are collected from the knowledge staff in more than30enterprises fromdifferent industries and cities. The research uses correlation analysis, regression analysisand structure equation modeling as main empirical analysis methods, to test thereliability and validity of measurement scales, and test the theoretical model andhypotheses. Based the conclusion, the research gives suggestions on human resourcesmanagement in enterprises. The contents of the research are as follows: Firstly, expoundsthe theoretical and realistic background, put forward the problem, and analyze thetheoretical and realistic meanings. And then, formulate the outline, structure and basicresearch methods of the thesis. Finally, clarify the innovative points. Secondly, make aliterature research and generalization of knowledge staff, organizational identification,employee loyalty and employer brand competitiveness home and abroad, and make acomment on it. And then, put forward the targets of the thesis on the above basis. Thirdly,expound ideas and practice of the social identification theory, social exchange theory andinternal marketing theory, and establish a theoretical framework which acts as thetheretical basis of theoretical model and corresponding study. Fourthly, expounds thefeatures of knowledge staff’s human capital and the features of knowledge staff’sorganizational identification, and then analyzes the causes of the features oforganizational identification. Fifthly, defines the meaning and features of employer brandcompetitiveness. On the basis of it, the thesis analyzes the components of employerbrand competitiveness. These components form employer brand competitiveness indifferent ways, and influence it in their own ways. Sixth, construct the theoretical modelof organizational identification, employee loyalty, employer brand equity and employer brand competitiveness, and then explain the theoretical basis on which the variables arechosen, put forward hypotheses, design measurement scales based on the needs ofempirical research, choose random sampling method and choose knowledge staff invarious enterprises as targets, finally analyze the data of preliminary survey. Seventhly,on the basis of interview and survey with knowledge staff from various enterprises, thethesis uses structural equation modeling, correlation analysis, regression analysis andother methods, proved the positive relationship among knowledge staff’s organizationalidentification, employee loyalty, employer brand equity, and employer brandcompetitiveness; most of the hypotheses and theoretical model of the thesis are provedand supported by facts. Eightly, discuss the proved hypotheses and unproved hypotheses,make management suggestions on the basis of the conclusion, and analyze theimprovement of employer brand competitiveness by implementing all-round salary, EAP,and career planning. Finally analyze the limitations and outlook into the future.
The findings are as follows: Firstly, proves the positive relationship betweenknowledge staff’s organizational identification and employer brand competitiveness.Secondly, proves positive effect of knowledge staff’s organizational identification onemployee loyalty. Thirdly, proves positive effect of employee loyalty on employerbrand competitiveness. Fourthly, proves the mediating effect of employee loyaltybetween knowledge staff’s organizational identification and employer brandcompetitiveness. Fifthly, proves positive effect of knowledge staff’s organizationalidentification on employer brand equity. Sixthly, proves positive effect of employeeloyalty on employer brand equity. Seventh, proves positive effect of employer brandequity on employer brand competitiveness. Eightly, the mediating effect of employerbrand equity between knowledge staff’s organizational identification and employer brandcompetitiveness.
The theoretical values of the research are as follows: Firstly, clarify the effect ofknowledge staff’s organizational identification on employer brand competitiveness. Upto now, there is no specific research on the relationship between knowledge staff’sorganizational identification and employer brand competitiveness. The research tests theeffect of knowledge staff’s organizational identification on employer brandcompetitiveness, tests the mediating effect of employee loyalty between knowledge staff’s organizational identification and employer brand competitiveness, tests themediating effect of employer brand equity between knowledge staff’s organizationalidentification and employer brand competitiveness, tests the influence of employeeloyalty on employer brand equity, studies organizational identification and employerbrand competitiveness from a new perspective, deepens the research on knowledgestaff’s organizational identification and employer brand competitiveness, and giveinstructions to human resources management in enterprises. Secondly, expounds thedefinition and components of employer brand competitiveness. At present, the researchon brand competitiveness is established, while the research on employer brandcompetitiveness is a new field open to further research. Based on the theories of brandcompetitiveness and features of employer brand, the thesis analyzes and expounds thedefinition, features and components of employer brand competitiveness, which deepensthe research on employer brand competitiveness. Thirdly, do research on knowledgestaff’s organizational identification. The thesis targets knowledge staff, generalizes thefeatures of knowledge staff’s organizational identification, and analyzes the causes ofthem. Such research broadens the view of further study, and serve the human resourcesmanagement in enterprises with organizational identification theories, which makesenterprises effectively attract, keep and motivate knowledge staff in order to improveemployer brand competitiveness. Fourthly, formulate effective tactics for theimprovement of employer brand competitiveness. The thesis chooses all-round salary,EAP and career planning as tactics for improving employer brand competitiveness,instruct enterprises to boost employer brand competitiveness by virtue of organizationalidentification, which is instructive to human resources management.
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