我国高校雇主品牌的要素与结构研究

以雇主品牌理论为基础,以在校博士生为研究对象,通过问卷调查和访谈.系统研究了高校作为雇主时的雇主品牌结构问题.通过方差分析和验证性因子分析发现,我国高校雇主品牌由报酬系统、社会影响力、价值主张等三个维度,共计十二项要素构成;其中,报酬系统维度包含培训发展机会、工作条件与环境、弹性工作时间、晋升空间、解决户口与住房五项要素,社会影响力维度包含知名度与美誉度、科研实力与成果、教师身份社会认同度等三项要素,价值主张维度包含人才培养模式、用人理念、管理政策与制度、发展战略与目标等四项要素;理论模型与实证数据整体拟合良好.最后进行了讨论.

The Research on the Employer Brand of Chinese Universities

This article discussed the employer brand structure of universities by questionnaire investigation from the needs of applicants that are students reading for doctor's degree.By variance analysis and confirmatory factor analysis on the structure of university employer brand,we discovered the brand structure is composed of three dimensionalities that are compensation system,social influence and value proposition,including twelve constituents.Thereinto,compensation system includes opportunities of training and development,job conditions and environment,flexible job time,room for promotion and settling registered permanent residence and housing;social influence includes known degree and honor degree,power and achievement of science researches,acceptability of the teacher identity by society;value proposition includes mode of training talents,idea on making use of personnel,management policy and system,development strategy and goal.The theory model fits the data very well.There is a further discussion in the end.