摘 要：随着全球化竞争加剧和劳动力市场结构变化，企业招聘面临前所未有的挑战，雇主品牌建设与人才吸引策略成为人力资源管理的核心议题。本研究旨在探讨如何通过优化雇主品牌建设和人才吸引策略提升企业的招聘效果，为组织在激烈的人才争夺中提供竞争优势。研究采用混合方法设计，首先通过文献综述梳理雇主品牌的关键维度及人才吸引策略的理论框架，随后运用问卷调查法对300家不同规模企业的招聘实践进行实证分析，并结合深度访谈获取定性数据以补充量化结果。研究表明，雇主品牌的认知度、美誉度和员工体验是影响候选人决策的关键因素，而个性化、数字化和情感化的人才吸引策略能够显著提高招聘效率与质量。此外，研究发现雇主品牌建设需与企业战略目标紧密结合，同时注重内外部一致性，以增强品牌可信度和吸引力。
关键词：雇主品牌建设；人才吸引策略；情感连接
Abstract: With the intensification of global competition and the change of labor market structure, enterprise recruitment is facing unprecedented challenges, and employer brand building and talent attraction strategy have become the core issues of human resource management. This study aims to explore how to improve the recruitment effect of enterprises by optimizing the employer brand building and talent attraction strategies, so as to provide a competitive advantage for organizations in the fierce talent competition. The study was designed in a mixed method. Firstly, the key dimensions of employer brand and the theoretical fr amework of talent attraction strategies were reviewed through the literature review. Then, the questionnaire method was used to effectively analyze the recruitment practices of 300 enterprises of different sizes, and qualitative data were obtained through in-depth interviews to supplement the quantitative results. Research shows that employer brand recognition, reputation and employee experience are key factors affecting candidates' decision making, while personalized, digital and emotional talent attraction strategies can significantly improve the efficiency and quality of recruitment. In addition, the study found that employer brand building should be closely integrated with corporate strategic goals, while focusing on internal and external consistency to enhance brand credibility and attractiveness.
Keywords: Employer Branding; Talent Attraction Strategy; Emotional Connection
目 录
一、绪论 1
（一）企业招聘与雇主品牌建设的背景 1
（二）雇主品牌与人才吸引策略的意义 1
（三）国内外研究现状分析 1
（四）研究方法与技术路线 2
二、雇主品牌建设的核心要素分析 2
（一）雇主品牌的定义与内涵 2
（二）企业文化在雇主品牌中的作用 3
（三）员工体验对雇主品牌的影响 3
（四）社会责任与雇主品牌形象塑造 4
（五）雇主品牌建设的关键挑战 4
三、人才吸引策略的设计与优化 5
（一）人才需求与市场供给分析 5
（二）招聘渠道的选择与优化 5
（三）品牌传播在人才吸引中的应用 6
（四）差异化策略提升吸引力 6
（五）数据驱动的人才吸引决策 7
四、雇主品牌与人才吸引的协同效应 7
（一）雇主品牌对人才吸引的作用机制 7
（二）人才吸引对雇主品牌价值的反哺 8
（三）战略匹配 8
（四）实施路径 8
（五）案例分析 9
结论 10
参考文献 11
致 谢 12
关键词：雇主品牌建设；人才吸引策略；情感连接
Abstract: With the intensification of global competition and the change of labor market structure, enterprise recruitment is facing unprecedented challenges, and employer brand building and talent attraction strategy have become the core issues of human resource management. This study aims to explore how to improve the recruitment effect of enterprises by optimizing the employer brand building and talent attraction strategies, so as to provide a competitive advantage for organizations in the fierce talent competition. The study was designed in a mixed method. Firstly, the key dimensions of employer brand and the theoretical fr amework of talent attraction strategies were reviewed through the literature review. Then, the questionnaire method was used to effectively analyze the recruitment practices of 300 enterprises of different sizes, and qualitative data were obtained through in-depth interviews to supplement the quantitative results. Research shows that employer brand recognition, reputation and employee experience are key factors affecting candidates' decision making, while personalized, digital and emotional talent attraction strategies can significantly improve the efficiency and quality of recruitment. In addition, the study found that employer brand building should be closely integrated with corporate strategic goals, while focusing on internal and external consistency to enhance brand credibility and attractiveness.
Keywords: Employer Branding; Talent Attraction Strategy; Emotional Connection
目 录
一、绪论 1
（一）企业招聘与雇主品牌建设的背景 1
（二）雇主品牌与人才吸引策略的意义 1
（三）国内外研究现状分析 1
（四）研究方法与技术路线 2
二、雇主品牌建设的核心要素分析 2
（一）雇主品牌的定义与内涵 2
（二）企业文化在雇主品牌中的作用 3
（三）员工体验对雇主品牌的影响 3
（四）社会责任与雇主品牌形象塑造 4
（五）雇主品牌建设的关键挑战 4
三、人才吸引策略的设计与优化 5
（一）人才需求与市场供给分析 5
（二）招聘渠道的选择与优化 5
（三）品牌传播在人才吸引中的应用 6
（四）差异化策略提升吸引力 6
（五）数据驱动的人才吸引决策 7
四、雇主品牌与人才吸引的协同效应 7
（一）雇主品牌对人才吸引的作用机制 7
（二）人才吸引对雇主品牌价值的反哺 8
（三）战略匹配 8
（四）实施路径 8
（五）案例分析 9
结论 10
参考文献 11
致 谢 12
