本文選題：雇主品牌 + 企業(yè)責任��； 參考：《西南財經大學》2013年碩士論文

【摘要】：“雇主品牌”是企業(yè)雇主對現(xiàn)有雇員和潛在目標人才的“承諾”,它包含外部品牌和內部品牌。外部品牌就是在潛在的目標人才中樹立品牌,使他們愿意到公司來工作,為公司樹立最佳工作地的形象。內部品牌則是在內部員工中樹立品牌,是公司對雇員做出的某種承諾,不僅僅是公司和雇員之間所建立的關系,還體現(xiàn)了公司為現(xiàn)有員工所提供的獨特工作經歷。 在執(zhí)行力成為決勝關鍵的現(xiàn)代社會,如何面對日益升級的人才爭奪戰(zhàn)是當前企業(yè)必須面對的問題,而卓越的雇主品牌可以幫助企業(yè)形成獨特競爭優(yōu)勢。在當今社會感嘆“人才難找,留才不易”的同時,企業(yè)投入越來越多的錢,提供遠高于市場價位的工資。然而一旦競爭對手效仿,此招便告失靈,結果人員留用狀況未得到改進,經營成本卻大幅度攀升。 最近幾年,一種新的人才戰(zhàn)略開始發(fā)揮作用,即在社會公眾心中建立并保持一個強有力的雇主品牌。一個成功的雇主品牌,對于企業(yè)的發(fā)展,人才的聚集,無疑是巨大的。如今回顧微軟、谷歌、蘋果、英特爾等赫赫有名的世界級公司,雇主品牌效應無疑是其成功的重要因素。 從2009年到2012年,英特爾公司連續(xù)三年入圍美國《財富》雜志組織的全球最佳雇主評選,其雇主品牌排名位列全球前25強。英特爾公司對雇主品牌的創(chuàng)建有獨特的見解,除了給予員工具有競爭力的薪水,建立創(chuàng)新型的企業(yè)文化和打造全球一流的企業(yè)社會責任形象是公司雇主品牌建設致勝的法寶。以英特爾中國為例,過去五年中,員工年離職率不到3%,穩(wěn)定的員工隊伍也帶來了公司的穩(wěn)定發(fā)展,避免了不必要的人才流失的。 英特爾長期致力于企業(yè)社會責任方面的前瞻性探索�；凇皠�(chuàng)新、催化、共享價值”的戰(zhàn)略思考,英特爾一直積極參與各方力量跨界合作,著眼于一些亟待解決的社會問題攜手共進,如教育變革、環(huán)境保護、中小企業(yè)創(chuàng)新、公益組織能力發(fā)展以及老齡化等問題。積極互動和參與社會公益事業(yè)給公司建立了良好的企業(yè)社會責任形象。只有對社會負責的公司,才能對自己的員工負責,一個良好的社會口碑是一個優(yōu)秀企業(yè)雇主必備的品質。從而當英特爾不斷走向企業(yè)責任新高度的同時,良好的社會反饋和豐富的社會需求也將為它帶來戰(zhàn)略新機遇。 在市場經濟高速發(fā)展下的中國,企業(yè)核心競爭力是支撐企業(yè)生存和發(fā)展的關鍵,而核心競爭力主要是人才。中國企業(yè)加強雇主品牌建設勢在必行。如果沒有優(yōu)秀的人才加盟企業(yè),或者企業(yè)留不住優(yōu)秀的人才資源,企業(yè)就很難具備優(yōu)秀的核心競爭力,長遠來說企業(yè)生存都會面臨極大的困難。 論文第一章對雇主品牌的理論和實踐進行了梳理,總結其理論發(fā)展各階段的主要內容和特點。第二章總結了當前英特爾公司雇主品牌的特點,組織結構和企業(yè)文化。第三章以英特爾公司為例,介紹了其雇主品牌的創(chuàng)建途徑和具體方法,強調了一個優(yōu)秀的企業(yè)雇主所需要的企業(yè)社會責任和卓越的創(chuàng)新戰(zhàn)略意識。第四章進一步揭示了英特爾公司雇主品牌建設成功案例對中國企業(yè)的啟示,通過總結英特爾公司雇主品牌的創(chuàng)建途徑和方法,對中國企業(yè)雇主品牌的創(chuàng)建和成長,有一定的借鑒作用。
[Abstract]:The " employer brand " is a " commitment " of an enterprise employer to existing employees and potential target talents , which includes external brands and internal brands . The external brand is to set up a brand in potential target talents , making them willing to work with the company to establish the best place of work for the company . The internal brand is a kind of commitment by the company to employees , not just the relationship established between the company and the employee , but also the unique experience of the company for existing employees .

In modern society where the execution force becomes the key to the decisive victory , how to face the problem that the current enterprise must face , and the superior employer brand can help the enterprise to form a unique competitive advantage . At the same time , the enterprise invests more and more money to provide the salary which is higher than the market price .

In recent years , a new talent strategy has begun to play a role in building and maintaining a strong employer brand in the public ' s mind . A successful employer brand is no doubt huge for the development of the enterprise and the gathering of talents . It is no doubt that the employer ' s brand effect is an important factor for success in reviewing the famous world - class companies like Microsoft , Google , Apple , Intel , etc .

From 2009 to 2012 , Intel Corporation was ranked by top 25 in the world ' s top 25 global best employers for three consecutive years . Intel has a unique insight into the creation of employers ' brands . In addition to giving employees a competitive salary , creating innovative corporate culture and creating a world - class corporate social responsibility image is a victory for the company ' s employer brand . With Intel China as an example , in the past five years , the employee turnover rate is less than 3 % , and the stable workforce also brings the company ' s stable development , avoiding unnecessary brain drain .

Intel has been actively involved in forward - looking exploration of corporate social responsibility . Based on the strategic thinking of " innovation , catalysis and sharing value " , Intel has been actively involved in cross - border cooperation , focusing on issues such as education reform , environmental protection , innovation of small and medium - sized enterprises , capacity development of public welfare organizations and ageing .

Under the high - speed development of the market economy , the core competence of enterprises is the key to support the survival and development of enterprises , and the core competitiveness is mainly talent . Chinese enterprises must strengthen the construction of employers ' brands . If there are no outstanding talents to join the enterprises , or enterprises can ' t retain the outstanding talent resources , enterprises can hardly have excellent core competitiveness . In the long run , the survival of enterprises will face great difficulties in the long run .

The first chapter summarizes the theory and practice of the employer ' s brand , summarizes the main contents and characteristics of the theory development stages . The second chapter summarizes the characteristics , organization structure and enterprise culture of the employer brand in Intel Corporation .
【學位授予單位】：西南財經大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F416.63;F273.2

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