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Research on Effect of Employer Brand Cognition and Strategies of Campus Recruitment under the Circumstance of Asymmetric Information

Author: ZhangWei
Tutor: MaXiangYang
School: Tianjin University
Course: Business management
Keywords: Asymmetric Information Employer Brand Cognitive Effects Campus Recruitment
CLC: F272.92
Type: Master's thesis
Year: 2011
Downloads: 83
Quote: 0
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Under the new economic situation,talents play a vital role in the development of the company and traditional product competition has converted to talent competition, talents have become the key factor for a company’s success . More and more enterprises have realized the importance of employer branding and dedicated to shaping employer image, in which improve employer brand awareness is an important part. Campus recruitment has become the main recruitment channel and talent competition has entered the "white hot." In the campus recruitment, there exit asymmetry information situation between the employer and candidates, which may lead to enterprises receive the wrong type of candidates or missing the right type .It increases recruitment costs and risk of human resources of enterprises. How companies polish their employer brand by information communication and to be final winner in the talent competition.In recent years, a number of agencies and consulting companies have launched activities of the survey and evaluation for best employers, those surveys have different measurement criterions for employer brand awareness. In the campus recruitment, which factors are the students most concerned? Are the messages companies transfer what students need? This paper surveys the factors graduating students pay more attention to when they participate campus talks and the main messages companies transfer. Compare the information gathered through questionnaires and interviews, at the same time, compare it with the ideal employer factors surveyed by Chinahr as a case of symmetric information. The result is that under asymmetric information the messages companies transferred is not the students most needed. At last, this paper analyzes the causes of this phenomenon and provides suggestions to improve employer brand awareness and succeed in campus recruitment in the real situation of information asymmetry.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise planning and management decision - making > Corporate Administration > Personnel Management
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