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万宝盛华:雇主品牌变得越来越重要

(2016-05-27 20:04:08)
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万宝盛华

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雇主品牌

分类: 行业新闻
(2016年5月27日,/HRoot.com/)根据万宝盛华发布的报告《品牌探秘:新一代的全球候选人》,相比5年前,全球超过一半的求职者认为雇主的品牌/声誉变得更加重要,在中国和墨西哥尤其如此。

该报告发现千禧一代,即年龄在25岁到34岁的人是最大的品牌驱动型候选人,雇主品牌是除薪酬和工作职责之外的三大激励因素之一。此外,在中国,千禧一代将社会媒体视为查询公司信息的第一方式;在墨西哥,43%的求职者利用社交媒体获取雇主品牌信息。

认为雇主品牌比5年前更重要的候选人占比情况:全球平均为56%,中国为72%,墨西哥为62%,美国为57%,澳大利亚为48%,英国为43%。

该报告认为雇主品牌/声誉与以下几个因素密切相关:

1. 其他两大激励因素是薪酬和工作职责,雇主品牌是候选人区分雇主的方式之一。

2.工作和家庭生活的区分度更小,候选人寻求公司与个人的目标和价值观的一致。

3.公司用于改造企业文化的技术,这是雇主价值主张的重要组成部分。

4.当今的应聘者比以往任何时候都有更多的机会了解公司的信息。谷歌搜索时代的人不必依赖于潜在雇主展示的公司介绍,他们可以即时访问公司新闻、社交网络和雇主评点网站。

ManpowerGroup report says employer brand becoming more important 

(May.27, 2016, /HRoot.com/)More than half of job seekers worldwide say an employer’s brand/reputation is more important today than it was five years ago, according to a report released today by ManpowerGroup Solutions. The paper, “Brand Detectives: The New Generation of Global Candidates,” found the feeling is even stronger in China and Mexico.

The report found millennials — those ages 25 to 34 — are the most brand-driven candidates, ranking company brand in their top three motivators, along with compensation and job responsibilities. Additionally, millennials rank social media as the No. 1 way to find information about a company in China; in Mexico, 43% of job seekers use social media for brand research.

Candidates who believe an employer’s brand is more important now than five years ago:
  • Global average: 56%
  • China: 72%
  • Mexico: 62%
  • United States: 57%
  • Australia: 48%
  • United Kingdom: 43%
The report links the rise in the importance of employer brand/reputation to several factors:

1.The other two top motivators — compensation and type of work — have become very standardized across companies. Employer brand is one of the ways candidates can distinguish companies from one another.

2.With less compartmentalization of work and home life, candidates seek companies that align with their personal goals and values.

3.Technology companies have raised the bar for reinventing corporate culture; it is an essential part of their employer value propositions.

4.Today’s candidates have more access to information about companies than ever before. The Google generation does not have to rely on what potential employers tell them about a company; they have instant access to news articles, social networks and employer review sites.

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