与面向消费者的商业品牌不同,雇主品牌是组织作为雇主为吸引潜在员工和留住现有员工而建立的品牌。现有研究表明,良好的雇主品牌可以促进员工的工作敬业和口碑行为。然而,本文将雇主品牌区分为工具性(有形因素,如薪酬和工作条件)和象征性(无形因素,如雇主形象)两个维度,基于对451名员工展开的实证研究发现,这两个维度在驱动员工的工作敬业和口碑行为上并非都是有效的。只有工具性维度能通过提高员工的工作获得感和组织自尊而对工作敬业和口碑行为产生积极作用,而象征性维度并不能起到这样的作用。这些发现能够为组织精准把握雇主品牌建设的着力方向提供指导。
雇主品牌的“里”和“面”:驱动员工敬业与口碑的有效性研究
摘要
参考文献
6 Ambler T, Barrow S. The employer brand[J]. Journal of Brand Management,1996, 4(3): 185-206. DOI:10.1057/bm.1996.42
7 An J K, Do D K X, Ngo L V, et al. Turning brand credibility into positive word-of-mouth: Integrating the signaling and social identity perspectives[J]. Journal of Brand Management,2019, 26(2): 157-175. DOI:10.1057/s41262-018-0118-0
8 Charbonnier-Voirin A, Poujol J F, Vignolles A. De la congruence de valeurs à la marque employeur: Quelles conséquences pour l’identification et le bouche-à-oreille vis-à-vis de l’organisation?[J]. Revue Canadienne des Sciences de l’Administration,2017a, 34(4): 17-26. DOI:10.1002/cjas.1389
9 Charbonnier-Voirin A, Poujol J F, Vignolles A. From value congruence to employer brand: Impact on organizational identification and word of mouth[J]. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l’Administration,2017b, 34(4): 429-437. DOI:10.1002/cjas.1379
11 Davies G, Mete M, Whelan S. When employer brand image aids employee satisfaction and engagement[J]. Journal of Organizational Effectiveness: People and Performance,2018, 5(1): 64-80. DOI:10.1108/JOEPP-03-2017-0028
12 De Stobbeleir K E M, De Clippeleer I, Caniëls M C J, et al. The inside effects of a strong external employer brand: How external perceptions can influence organizational absenteeism rates[J]. The International Journal of Human Resource Management,2018, 29(13): 2106-2136. DOI:10.1080/09585192.2016.1239120
13 Edwards M R, Edwards T. Employee responses to changing aspects of the employer brand following a multinational acquisition: A longitudinal study[J]. Human Resource Management,2013, 52(1): 27-54. DOI:10.1002/hrm.21519
14 Fernandez-Lores S, Gavilan D, Avello M, et al. Affective commitment to the employer brand: Development and validation of a scale[J]. BRQ Business Research Quarterly,2016, 19(1): 40-54. DOI:10.1016/j.brq.2015.06.001
15 Kashive N, Khanna V T. Conceptualizing employer-based brand equity and employer brand pyramid[J]. European Scientific Journal,2017, 13(34): 211. DOI:10.19044/esj.2017.v13n34p211
16 Keeling K A, McGoldrick P J, Sadhu H. Staff Word-of-Mouth (SWOM) and retail employee recruitment[J]. Journal of Retailing,2013, 89(1): 88-104. DOI:10.1016/j.jretai.2012.11.003
18 Lievens F, Highhouse S. The relation of instrumental and symbolic attributes to a company’s attractiveness as an employer[J]. Personnel Psychology,2003, 56(1): 75-102. DOI:10.1111/j.1744-6570.2003.tb00144.x
19 Maurya K K, Agarwal M. Organisational talent management and perceived employer branding[J]. International Journal of Organizational Analysis,2018, 26(2): 312-330. DOI:10.1108/IJOA-04-2017-1147
22 Saini G K, Jawahar I M. The influence of employer rankings, employment experience, and employee characteristics on employer branding as an employer of choice[J]. Career Development International,2019, 24(7): 636-657. DOI:10.1108/CDI-11-2018-0290
23 Tanwar K, Prasad A. The effect of employer brand dimensions on job satisfaction: Gender as a moderator[J]. Management Decision,2016, 54(4): 854-886. DOI:10.1108/MD-08-2015-0343
24 Uen J F, Ahlstrom D, Chen S Y, et al. Employer brand management, organizational prestige and employees’ word-of-mouth referrals in Taiwan[J]. Asia Pacific Journal of Human Resources,2015, 53(1): 104-123. DOI:10.1111/1744-7941.12024
25 Van Hoye G, Bas T, Cromheecke S, et al. The instrumental and symbolic dimensions of organisations’ image as an employer: A large-scale field study on employer branding in Turkey[J]. Applied Psychology,2013, 62(4): 543-557. DOI:10.1111/j.1464-0597.2012.00495.x
引用本文
陈建安, 顾杏, 程爽. 雇主品牌的“里”和“面”:驱动员工敬业与口碑的有效性研究[J]. 外国经济与管理, 2021, 43(3): 107-118.
导出参考文献,格式为:
下一篇:员工内部创业:前沿探析与展望