Investigation and Research on the Ideal Employer Brand of College Students: Taking College Students in Beijing as the Example

DOI

10.2991/assehr.k.200826.004How to use a DOI?

Keywords

employer brand, constituent elements, college students

Abstract

Employer brand strategy is a new talent competition strategy, and is a blue ocean strategy in corporate brand building, especially talent development. It enables organizations to achieve value innovation and reduce labor costs in the fierce competition for talent, and more prominently, to enhance the value of talent. This study combines the research status of employer brand at home and abroad in recent years, investigates and designs the ideal employer brand questionnaire for college students, explores and studies the ideal employer brand of undergraduates in Beijing, and analyzes different genders and grades. The significant differences between the ideal employer brands of different majors and the following conclusions are drawn: (1) The ideal employer brand of college students consists of seven dimensions, namely, broad development space, good cultural atmosphere, employer potential, salary and benefits, and interest orientation. Work design, employer reputation, work-life balance; (2) Under different gender backgrounds, employer brand elements have significant differences in four aspects: good cultural atmosphere, broad development space, work-life balance, interest and job matching. For girls, girls pay more attention to these four aspects than boys, the higher of which is the broad development space and good cultural atmosphere. (3) Under the background of different grades, there is no significant difference in the characteristics of college students’ ideal employer brand. (4) Under different professional backgrounds, the ideal employer brand of college students has significant differences in salary, welfare, employer potential and good cultural atmosphere.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ni Yuan
AU  - Du Xiaotong
AU  - Yu Youli
AU  - Liu Yuxin
AU  - Zhou Liang
PY  - 2020
DA  - 2020/08/28
TI  - Investigation and Research on the Ideal Employer Brand of College Students: Taking College Students in Beijing as the Example
BT  - Proceedings of the 2020 4th International Seminar on Education, Management and Social Sciences (ISEMSS 2020)
PB  - Atlantis Press
SP  - 16
EP  - 22
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200826.004
DO  - 10.2991/assehr.k.200826.004
ID  - Yuan2020
ER  -