雇主品牌塑造与形象管理研究_毕业论文设计.pdf

雇主品牌塑造与形象管理研究 毕业论文设计 目 录 摘要 ·································· 1 ABSTRACT ································ 2 引言 ·································· 3 一、雇主品牌的内涵与特点 ························ 3 （一）雇主品牌的内 ························· 3 （二）雇主品牌的特点························· 4 二、雇主品牌价值 ···························· 4 （一）企业外部价值·························· 4 （二）企业内部价值·························· 5 三、雇主品牌塑造 ···························· 7 （一）优秀雇主品牌举例························ 7 （二）优秀雇主品牌的类型······················· 8 （三）雇主品牌塑造建议························ 9 四、雇主形象管理 ···························· 11 （一）雇主形象管理的必要性······················· 11 （二）雇主形象管理建议························· 12 结论 ·································· 13 附录 ·································· 14 参考文献 ······························· 23 致谢 ·································· 24 1 2 摘 要 很多研究表明，我们正在进入一个缺乏胜任能力的漫长时代。无论是在中国 还是在世界范围内，对于胜任工作能力的快速增长需求远远高于供给。在人才竞 争越来越激烈的同时，很多企业开始关注如何通过有效的战略以使自己在劳动力 市场上与众不同。除了劳动力市场的紧缩外，对于专业技能的强烈需求，也使企 业在留住现有员工和雇佣新员工方面变得越来越困难。 雇主品牌被称为“吸引人才的最有效战略”，它是企业清晰界定自己作为雇 主身份的标准。在这样的时代里，雇主品牌正在成为现代企业的一种新的竞争 势。因此，如何打造并维护好雇主品牌，便显得至关重要。本文就近年来一些相 关社会热点进行解析，寻找出雇主品牌的价值所在，进而探索企业进行雇主品牌 塑造与维护的一些关键点，最后试着为企业的雇主形象管理提出建议。 关键词： 雇主品牌；雇主品牌价值；雇主形象管理 ABSTRACT Most studies show that we are entering a longer period of lack of competence. The demand for qualified working capacity is increasing faster than the offering, both in China and internationally. As competition in the labor market has intensified, companies have shown an ever-increasing interest in strategies to different themselves. Strong demand for specific skills, in addition to ever tighter labor markets generally, i