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企业以往更多地注重从客户角度来看产品品牌的知名度、美誉度等外部价值,常常会忽视从内部员工或潜在员工角度来看企业作为雇主对于员工的价值,即企业对员工的利益没有给予充分关注。进入21世纪,随着人才竞争的加剧,雇主品牌逐步引起企业的关注。据美国Conference Board的研究报告《用你的品牌吸引员工》(2001)显示,在参加调查的138个美国顶级公司中已经有40％的公司在用与塑造公司品牌同样的方法去打造雇主品牌,吸引和保持优秀人才。那么在我国,企业品牌的内在价值——雇主品牌——建设的现状如何呢?又有哪些问题需要我们认真审视?
In the past, enterprises pay more attention to the external value of brand awareness and reputation from the customer’s point of view, often neglect the value of the employer as an employer from the perspective of internal employees or potential employees, that is, Full attention. Into the 21st century, with the intensification of talent competition, employer brand gradually aroused the concern of enterprises. According to a study by the Conference Board in the United States, “Attracting Employees with Your Brand” (2001) shows that 40% of the 138 U.S.-based top companies surveyed are using the same methods used to build their employer brand, Attract and retain talented people. So in our country, the intrinsic value of the corporate brand - employer brand - what is the status of the construction? What are the problems we need to seriously examine?