（企业管理专业论文）企业校园招聘相关行为的作用——基于品牌资产理论的研究.pdf

上海交通大学硕士学位论文 i 企业校园招聘相关行为的作用基于品牌资产理论的研究企业校园招聘相关行为的作用基于品牌资产理论的研究 摘摘 要要 雇主品牌的概念伴随着知识经济的出现而到来，并在最近几年随着 人才竞争的加剧而成为企业和人才热衷的一个话题。目前，校园招聘已 经成为许多企业争夺人才的重要渠道，如何在高校中树立企业的雇主品 牌以吸引优秀的高校毕业生，成为许多企业普遍关注的问题。 本研究是以品牌资产理论为基础，研究企业 4 种校园招聘相关的行 为（公关、赞助、员工代言和广告）如何通过影响潜在应聘者感知到的 雇主知识的三个维度（雇主熟悉度、雇主声誉与雇主品牌形象） ，进而对 潜在应聘者的应聘意愿与应聘决定产生影响。 本研究将理论分析与实证研究相结合。在对大量文献进行理论分析 的基础上，选择变量及其测量指标，以及确定研究假设。通过对上海三 所重点大学应届毕业生进行问卷调查，采集实证研究所需的数据并运用 因子分析和结构方程模型的方法对数据进行处理。 本研究的实证结果表明，公关与赞助只会通过影响潜在应聘者的雇 主熟悉度和雇主声誉感知对其应聘意愿或决定产生一定影响，但这两种 行为对基于工作信息的雇主品牌形象的影响则及其微弱；员工代言与雇 上海交通大学硕士学位论文 ii 主知识的三个维度的相关性均比较显著；比较意外的是，广告虽然对雇 主熟悉度与雇主品牌形象有较显著的作用，但其与潜在应聘者的雇主声 誉感知的相关性却不显著。也就是说广告不会通过影响潜在应聘者的雇 主声誉感知进而影响潜在应聘者的应聘意愿与应聘决定。 关键词：关键词：雇主品牌，校园招聘，品牌资产，雇主知识 上海交通大学硕士学位论文 iii the effects of campus recruitment-related practices: a brand equity-based research abstract the knowledge economy brought the concept of employer brand, which is becoming a hot focus in business along with the increasingly fierce war for talent. nowadays, campus recruitment is one of the most important approaches for companies to fight for talent. how to build up employer brand in the university and attract excellent graduating students is now a problem encountered with companies. the study based on literatures on the brand equity to identify how four kinds of campus recruitment-related practices (publicity, sponsorship, employee endorsement and advertising) are related to job seekers application behaviors through three aspects of job seekers employer knowledge (employer familiarity, employer reputation and job information-based 上海交通大学硕士学位论文 iv employer brand image). this study based on theoretical analysis and empirical research. in this paper, i draw on research from the literatures on marketing and recruitment to choose the variables and their correspondent measures and postulate some hypothesises. the data needed for empirical research came from a survey to the graduating students from three universities in shanghai. factor analysis and structure equation modeling were used to deal with the collected data. the findings of this study suggested that publicity and sponsorship may only affect application intention and decision of graduating students through their perception of employer familiarity and employer reputation, because their relationship with the perception of employer brand image was not effective. in addition, employee endorsement may affect application intention and decision of graduating students through all three dimensions of their perception of employer knowledge and its impact on all these three dimensions was stronger than the above two practices. unexpectedly, although recruitment advertisement had strong relationship with the other two dimensions of employer knowledge, its relationship with the perception of employer reputation was not effective, which suggested that advertising would not affect the application intention and decision of the graduating students through employer reputation. 上海交通大学硕士学位论文 v key words: employer brand，campus recruitment，brand equity，employer knowledge 上海交通大学硕士学位论文 iii 图目录图目录 图 1 品牌体系. 2 图 2 雇主品牌 4p 策略. 6 图 3 理论模型. 8 图 4 艾克（d.a.aker）品牌资产五星模型 . 20 图 5 艾克（d.a.aker）品牌资产的构成 . 22 图 6 科勒的品牌知识维度. 23 图 7 科勒(keller)的 cbbe 模型结构. 24 图 8 贝尔模型. 25 图 9 杨 gary j. lautenschlager, “corporate image, recruitment image, and initial job choice decisions”, the academy of management journal, 1993.4, vol. 36, no. 2, 414-427. 28 richard w. mosley, “customer experience, organizational culture and the employer brand”, journal of brand management, 2007, vol. 15, 123134 29 filip lievens, “employer branding in the belgium army: the importance of instrumental and symbolic beliefs for potential applicants, actual applicants, and military employees”, human resource management, 2007, spring, vol. 46, no. 1, 5169 30 michael t. ewing, leyland f. pitt, nigel m. de bussy, “employment branding in the knowledge economy”, international journal of advertising, 2002, vol. 21, 322 31 filip lievens, greet van hoye1, bert schreurs, “examining the relationship between employer knowledge dimensions and organizational attractiveness: an application in a military context”, journal of occupational and organizational psychology (2005), 78, 553572 32 christopher j. collins, jian han “exploring applicant pool quantity and quality: the effects of early recruitment practice strategies, corporate advertising, and firm reputation”, personnel psychology, 2004, vol. 57, 685-717 33 daniel m. cable, kang yang trevor yu, “managing job seekers organizational image beliefs: the role of media richness and media credibility”, journal of applied psychology, 2006, vol. 91, no. 4, 828840 34 simon knox, cheryl freeman, “measuring and managing employer brand image in the service industry”, journal of marketing management, 2006, 22, 695-716 35 shaun powell, sean ennis, “organizational marketing in the creative industries”, qualitative market research: an international journal, 2007, vol. 10 no. 4, 375-389 36 daniel m. cable, mary e. graham, “the determinants of job seekers reputation perceptions”, journal of organizational behavior, 2000, vol.21, 929-947 37 carrie m. heilman; douglas bowman; gordon p. wright, “the evolution of brand preferences and choice behaviors of consumers new to a market”, journal of 上海交通大学硕士学位论文 56 marketing research, 2000.5, vol. 37, no. 2, 139-155 38 sara l. rynes robert d. bretz jr, “the importance of recruitment in job choice: a different way of looking”, cahrs working paper seriesm, cornell university, 1990, 1-54 39 christopher j. collins, “the interactive effects of recruitment practices and product awareness on job seekers employer knowledge and application behaviors”, ilr collection articles & chaptersm, cornell university, 2006, 1-39 40 fisher, c. d., ilgen, d. r., & hoyer, w. d. (1979). source credibility, information favorability, and job offer acceptance. academy of management journal, 22, 94103. 41 daniel m. cable, daniel b. turban, “the value of organizational reputation in the recruitment context: a brand-equity perspective”, journal of applied social psychology, 2003, 33, 11, 2244-2266 42 christopher j. collins, cynthia kay stevens, “the relationship between early recruitment-related activities and the application decisions of new labor-market entrants: a brand equity approach to recruitment”, journal of applied psychology, 2002, vol. 87, no. 6, 11211133 43 boulding, w., lee, e., & staelin, r., mastering the mix: do advertising, promotion, and salesforce activities lead to differentiation? journal of marketing research, 1994， vol. 31, 159172 44 cobb-walgren, c. j., ruble, c. a., & donthu, n., brand equity, brand preference, and purchase intent. journal of advertising, 1995, vol.3, 2540. 45 milgrom, p., & roberts, j., price and advertising as signals of product quality. journal of political economy, 1986, vol.55, 1025. 46 munk, n., the new organization man, fortune, 1998, vol.137, no.5, 6274 47 poe, a. c., face value: snag students early by establishing a long-term personal presence on campus, hr magazine, 2000, vol.45, 6068 48 rynes, s. l., recruitment, job choice, and post-hire consequences, in m. d. dunnette & l. m. hough (eds.), handbook of industrial and organizational psychology ,1991, vol. 2, 399444 49 barber, a.e., recruiting employees: individual and organizational perspectives, thousand oaks, ca, sage publications, 1998 50 barber, a.e. & roehling, m.v., job posting and the decision to interview: a verbal protocol analysis, journal of applied psychology, 1993 vol.78, 845-856 51 cable, d.m. & turban, d.b. establishing the dimensions, sources, and value of job seekers employer knowledge during recruiting, in g.r. ferris(ed.) research in personnel and human resources management, 2001, vol.20, 115-163 52 cable, d.m. & turban, d.b. the value of organizational reputational reputation in the recruitment context: a brand-equity perspective, journal of applied social psychology, 2003, vol. 33, 2244-2266 53 clandy, r.k., tellis, g.j., macinnis, d.j., & thaivanich, p.,what to say when : 上海交通大学硕士学位论文 57 advertising appeals in evolving markets, journal of marketing research, 2001, vol.28, 399-414 54 collins, c.j. & han, j, exploring applicant pool quantity and quality, the effects of early recruitment practice strategies, corporate advertising, and firm reputation, personnel psychology, 2004, vol. 57, 685-717 55 gatewood, r.d. gowan, m,a & lautenschlarger, g.j, corporate image, recruitment image, and initial job choice decision, academy of management journal, 1993, vol.36, 414-427 56 rynes s.l, recruitment, job choice, and post-hire consequences, in dunnette, m.d. hough, l.m.(eds), handbook of industrial and organizational psychology, 1991, vol.2 399-444 57 rynes, s.l. & cable, d.m., recruitment research in the twenty-first century, in w. borman, d.iilen, & r klimoski,( eds), handbood of psychology, 2003, vol. 12 上海交通大学硕士学位论文 58 附录附录 1 关于企业校园招聘相关行为的调研问卷关于企业校园招聘相关行为的调研问卷 同学，您好！同学，您好！ 非常感谢您参加本问卷调查，本次调查的目的是为了更好地了解应届毕业生对 企业各种校园招聘相关行为的反应，为研究企业的招聘行为对应届毕业生求职意愿 与求职决定的影响机理提供实证基础。您的信息将被严格保密，仅用于本次研究。 谢谢您的参与！ 非常感谢您参加本问卷调查，本次调查的目的是为了更好地了解应届毕业生对 企业各种校园招聘相关行为的反应，为研究企业的招聘行为对应届毕业生求职意愿 与求职决定的影响机理提供实证基础。您的信息将被严格保密，仅用于本次研究。 谢谢您的参与！ 填写说明： 填写说明： 1、2、3、4、5 分别表示非常同意、比较同意、无所谓、比较不同意、非常不同意。以下是 针对公司，请按照您的真实想法在问题后面括号内填写相应数字。 分别表示非常同意、比较同意、无所谓、比较不同意、非常不同意。以下是 针对公司，请按照您的真实想法在问题后面括号内填写相应数字。 本次调查分为两个阶段，第一阶段请填写本次调查分为两个阶段，第一阶段请填写 1-32 题；第题；第 33 题，我们将在该公司应聘期限截至 后向您采集。 题，我们将在该公司应聘期限截至 后向您采集。 问题描述 选项 问题描述 选项 1. 在报纸或杂志上能经常见到有关公司高层（如 ceo）的报导 1 2 3 4 5 （ ） 2. 我曾经看过关于这家公司的新闻报道（通过电视或报纸） 1 2 3 4 5 （ ） 3. 公司向大学捐款以获取设施的冠名权，如图书馆、礼堂等 1 2 3 4 5 （ ） 4. 公司向学校捐助研究设备和仪器 1 2 3 4 5 （ ） 5. 公司赞助校园活动，如会议、晚会等 1 2 3 4 5 （ ） 6. 公司为学生提供专项奖学金 1 2 3 4 5 （ ） 7. 公司请校友参与校园招聘，并分享工作经验 1 2 3 4 5 （ ） 8. 公司鼓励校友或实习生与其他学生分享工作经验 1 2 3 4 5 （ ） 9. 公司为实习生或合作单位举办论坛，分享工作经验 1 2 3 4 5 （ ） 10. 公司请领导人到校为学生讲述在公司工作的情况 1 2 3 4 5 （ ） 11. 公司在网站上发布应届毕业生的招聘信息 1 2 3 4 5 （ ） 12. 公司在就业服务办公室发放有关职位和公司详细信息的宣传册1 2 3 4 5 （ ） 上海交通大学硕士学位论文 59 13. 公司在就业服务办公室或学校就业网站上提供职位交流信息 1 2 3 4 5 （ ） 14. 公司在学校开展宣讲会 1 2 3 4 5 （ ） 15. 提到雇主，我首先会想到这家公司 1 2 3 4 5 （ ） 16. 与其他公司相比，我更认可这家公司 1 2 3 4 5 （ ） 17. 我非常清楚这家公司会招聘我们学校的学生 1 2 3 4 5 （ ） 18. 我非常了解这家公司 1 2 3 4 5 （ ） 19. 我相信我们学校其他学生对这家公司的评价很高 1 2 3 4 5 （ ） 20. 我的朋友对这家公司非常关注 1 2 3 4 5 （ ） 21. 我相信我的朋友对这家公司有良好的印象 1 2 3 4 5 （ ） 22. 我们学校其他学生对这家公司有良好的印象 1 2 3 4 5 （ ） 23. 这家公司的工资高于平均水平 1 2 3 4 5 （ ） 24. 这家公司会让我在期望的工作地点工作 1 2 3 4 5 （ ） 25. 这家公司能提供我喜欢的工作 1 2 3 4 5 （ ） 26. 这家公司能给我提供很好的职业