雇主品牌建设与大学生毕业生择业关系的研究
摘要：本次调查研究以大学生毕业生择业倾向为样本，以企业潜在员工为元素，论证雇主品牌要素对毕业生择业吸引力。通过问卷调查采集来自各地111名大学生择业倾向，结果显示从福利保障、制度文化、公众形象、直复传播4要素结构。从功能性特征和象征性特征对比现实差异，进一步识别企业雇主品牌建设中，外部吸引力的关键因素和应届大学毕业生对雇主品牌要素的期望水平差异的解释分析。在此基础上对企业招聘及应届大学毕业生择业提出可参考性方向：大学毕业生首次择业时关注于功能性特征和象征性特征；企业在雇主品牌建设过程中，应更致力于对潜在员工的企业文化宣传、企业发展力宣传及企业福利体系、工作环境的宣传。70991
毕业论文关键词： 雇主品牌；大学生毕业生；福利保障；制度文化；公众形象；直复传播
A Study on the Relationship between Employer Brand Construction and College Graduates' Career Choice
——An Investigation Based on the Impact of Employer 's Brand' s External Attraction
Abstract: The survey study to college students career choice as a sample to the potential employees as an element, to demonstrate the employer's brand elements of employment to attract graduates. Through the questionnaire survey, 111 college students from each place to buy career tendencies, the results show that from the welfare protection, system culture, public image, direct transmission of 4 elements structure. From the functional characteristics and symbolic characteristics of the actual differences, to further identify the enterprise employer brand building, the external attraction of the key factors and the fresh graduates of the employer brand elements of the expected level of interpretation of the differences. On the basis of this, the paper puts forward the reference direction for the recruitment of graduates and the choice of college graduates: the university graduates pay attention to the functional characteristics and the symbolic characteristics when they first choose their work. In the course of the employer's brand building, the enterprise should be more committed to the potential employees The corporate culture of publicity, corporate development efforts and corporate welfare system, the work environment publicity.
Key Words: employer brand; college student graduates; welfare protection; institutional culture; public image；Direct propagation
目录
一、 绪论 1
（一） 研究背景和目的 1
2、 雇主品牌国内影响力 1
（二） 研究意义 2
1、 现实意义 2
2、 理论意义 2
二、 研究回顾 3
1、 潜在员工角度 4
2、 企业招聘角度 5
(二) 课题的发展趋势 5
三、