雇主品牌社会关注度评价模型的构建与应用研究
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摘要
面对快速变化的外部环境,雇主品牌对于吸引、留住优秀人才具有重要价值。但是企业建设雇主品牌的成效如何评价,现有研究依然薄弱。社会关注度是反映雇主品牌建设成效的重要标志,传统的社会关注度评价模型主要依赖于问卷调查获取数据,评价数据的真实性与有效性往往难以得到保证。本文首先阐述现有评价模型的不足之处,选取具有代表性的雇主品牌社会关注度评价要素。然后,结合互联网搜索数据的特点构建新的评价模型。接着,以9家知名房地产企业为例,进行雇主品牌社会关注度评价的实践应用。研究表明,互联网搜索大数据相对于其他数据源成本更低、更易获取,且在揭示人们有目的的搜索行为时具有明显优势,可以提高雇主品牌社会关注度评价的客观性和准确性,对于企业建设雇主品牌提高对人才的吸引力具有一定借鉴意义。
The employer brand is of great significance to attract and retain talents in a rapidly changing world. However, the evaluation of the effectiveness of enterprise's employer brand is still unsubstantial, among which social attention is a recognized sign to reflect the effectiveness of employer brand construction. Since the traditional social attention evaluation model mainly relies on questionnaire to acquire data, the validity and reliability of evaluation is invariably hard to guarantee. This paper firstly selects the representative evaluation factors of the employer brand social attention by addressing the problems of the existing evaluation model. And secondly, it constructs a new evaluation model based on the characteristics of internet search data. Finally, it explores the practical application of the employer brand social attention evaluation model by sampling 9 well-known real estate enterprises. The results demonstrate that the internet search data, apart from enjoying a lower cost than other data sources, has manifest merits in revealing people's searching behavior intention. The model has great application value in improving the accuracy and objectivity of employer brand social attention evaluation, and can help corporations enhance attractiveness to talents by employer branding.
The employer brand is of great significance to attract and retain talents in a rapidly changing world. However, the evaluation of the effectiveness of enterprise's employer brand is still unsubstantial, among which social attention is a recognized sign to reflect the effectiveness of employer brand construction. Since the traditional social attention evaluation model mainly relies on questionnaire to acquire data, the validity and reliability of evaluation is invariably hard to guarantee. This paper firstly selects the representative evaluation factors of the employer brand social attention by addressing the problems of the existing evaluation model. And secondly, it constructs a new evaluation model based on the characteristics of internet search data. Finally, it explores the practical application of the employer brand social attention evaluation model by sampling 9 well-known real estate enterprises. The results demonstrate that the internet search data, apart from enjoying a lower cost than other data sources, has manifest merits in revealing people's searching behavior intention. The model has great application value in improving the accuracy and objectivity of employer brand social attention evaluation, and can help corporations enhance attractiveness to talents by employer branding.
引文
1.郭朝晖.(2010).雇主品牌竞争力多层次模糊综合评价模型研究.商业研究,41(9),49-53.
2.皇甫刚,刘鹏,司莙鹏,赵路,石正宇,黄秀瑜.(2012).雇主品牌的模型构建与测量.北京航空航天大学学报(社会科学版),25(1),85-92.
3.刘涛雄,徐晓飞.(2015).互联网搜索行为能帮助我们预测宏观经济吗?.经济研究,(12),68-83.
4.王文新,杜晨朵,孙健敏.(2017).雇主品牌:概念、结构、影响因素和实施效果.中国人力资源开发,(2),72-81.
5.殷志平.(2007).雇主品牌研究综述.外国经济与管理,29(10),32-38.
6.张景云,王玲,冯利敏.(2012).雇主品牌评价指标体系与模型设计.中国人力资源开发,(1),53-56.
7.周冰,孔繁敏,张一驰.(2011).雇主品牌维度及其影响效果:一项针对商业银行招聘和学生求职的实证研究.管理学家:学术版,(7),3-22.
8.朱飞,王震.(2012).中国背景下雇主品牌的结构和测量——基于新生代求职者的研究.经济管理,34(12),71-79.
9.朱飞,王震,赵康.(2016).象征性信息还是功能性信息更有效?——雇主品牌对初次求职者的影响研究.经济管理,38(1),94-104.
10.朱勇国,丁雪峰,刘颖悟.(2008).中国雇主品牌蓝皮书Ⅱ.中国劳动社会保障出版社.
11.Ambler,T.,&Barrow,S.(1996).The employer brand.Journal of Brand Management,4(3),185-206.
12.Backhaus,K.B.,&Tikoo,S.(2004).Conceptualizing and researching employer branding.Career Development International,9(5),501-517.
13.Berthon,P.,Ewing,M.,&Hah.,L.L.(2005).Captivating company:Dimensions of attractiveness in employer branding.International Journal of Advertising,24(2),151-172.
14.Dessler,G.,&Tan,C.H.(2009).Human resource management:An Asian perspective.Pearson Prentice Hall.
15.Dinnie,K.(2013).The employer brand:Bringing the best of brand management to people at work.Journal of Brand Management,15(2),150-151.
16.Edwards,M.R.(2010).An integrative review of employer branding and OB theory.Personnel Review,39(1),5-23.
17.Ewing,M.T.,Pitt,L.F.,Bussy,M.D.,&Berthon,P.(2002).The employer branding in the knowledge economy.International Journal of Advertising,21(1),3-22.
18.Han,J.,&Collins,C.J.(2002).The effects of company recruitment practices on job seekers'perceived employment brand equity and intentions to pursue job opportunities.Academy of Management Proceedings,25(3),1-6.
19.Handy,C.(2010).Trust and the virtual organization.Long Range Planning,73(3),40-50.
20.Jain,N.,&Bhatt,P.(2015).Employment preferences of job applicants:Unfolding employer branding determinants.Journal of Management Development,34(6),634-652.
21.Kucherov,D.,&Zavyalova,E.(2012).HRD practices and talent management in the companies with the employer brand.European Journal of Training and Development,36(1),86-104.
22.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.
23.Lievens,F.,&Slaughter,J.E.(2016).Employer image and employer branding:What we know and what we need to know.Annual Review of Organizational Psychology and Organizational Behavior,3,407-440.
24.Noe,R.A.,Hollenbeck,J.R.,Gerhart,B.,&Wright,P.M.(2010).Human resource management:Gaining a competitive advantage.Mc GrawHill.
25.Sullivan,J.(2004).Eight elements of a successful employer brand.Er-exchange,23(3),1-9.
2.皇甫刚,刘鹏,司莙鹏,赵路,石正宇,黄秀瑜.(2012).雇主品牌的模型构建与测量.北京航空航天大学学报(社会科学版),25(1),85-92.
3.刘涛雄,徐晓飞.(2015).互联网搜索行为能帮助我们预测宏观经济吗?.经济研究,(12),68-83.
4.王文新,杜晨朵,孙健敏.(2017).雇主品牌:概念、结构、影响因素和实施效果.中国人力资源开发,(2),72-81.
5.殷志平.(2007).雇主品牌研究综述.外国经济与管理,29(10),32-38.
6.张景云,王玲,冯利敏.(2012).雇主品牌评价指标体系与模型设计.中国人力资源开发,(1),53-56.
7.周冰,孔繁敏,张一驰.(2011).雇主品牌维度及其影响效果:一项针对商业银行招聘和学生求职的实证研究.管理学家:学术版,(7),3-22.
8.朱飞,王震.(2012).中国背景下雇主品牌的结构和测量——基于新生代求职者的研究.经济管理,34(12),71-79.
9.朱飞,王震,赵康.(2016).象征性信息还是功能性信息更有效?——雇主品牌对初次求职者的影响研究.经济管理,38(1),94-104.
10.朱勇国,丁雪峰,刘颖悟.(2008).中国雇主品牌蓝皮书Ⅱ.中国劳动社会保障出版社.
11.Ambler,T.,&Barrow,S.(1996).The employer brand.Journal of Brand Management,4(3),185-206.
12.Backhaus,K.B.,&Tikoo,S.(2004).Conceptualizing and researching employer branding.Career Development International,9(5),501-517.
13.Berthon,P.,Ewing,M.,&Hah.,L.L.(2005).Captivating company:Dimensions of attractiveness in employer branding.International Journal of Advertising,24(2),151-172.
14.Dessler,G.,&Tan,C.H.(2009).Human resource management:An Asian perspective.Pearson Prentice Hall.
15.Dinnie,K.(2013).The employer brand:Bringing the best of brand management to people at work.Journal of Brand Management,15(2),150-151.
16.Edwards,M.R.(2010).An integrative review of employer branding and OB theory.Personnel Review,39(1),5-23.
17.Ewing,M.T.,Pitt,L.F.,Bussy,M.D.,&Berthon,P.(2002).The employer branding in the knowledge economy.International Journal of Advertising,21(1),3-22.
18.Han,J.,&Collins,C.J.(2002).The effects of company recruitment practices on job seekers'perceived employment brand equity and intentions to pursue job opportunities.Academy of Management Proceedings,25(3),1-6.
19.Handy,C.(2010).Trust and the virtual organization.Long Range Planning,73(3),40-50.
20.Jain,N.,&Bhatt,P.(2015).Employment preferences of job applicants:Unfolding employer branding determinants.Journal of Management Development,34(6),634-652.
21.Kucherov,D.,&Zavyalova,E.(2012).HRD practices and talent management in the companies with the employer brand.European Journal of Training and Development,36(1),86-104.
22.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.
23.Lievens,F.,&Slaughter,J.E.(2016).Employer image and employer branding:What we know and what we need to know.Annual Review of Organizational Psychology and Organizational Behavior,3,407-440.
24.Noe,R.A.,Hollenbeck,J.R.,Gerhart,B.,&Wright,P.M.(2010).Human resource management:Gaining a competitive advantage.Mc GrawHill.
25.Sullivan,J.(2004).Eight elements of a successful employer brand.Er-exchange,23(3),1-9.