近年来，随着社交网站(SNS)、微博、微信等为代表的社交媒体的普及，越来 越多的企业开始尝试基于社交媒体开展雇主品牌传播，以便吸引和保留更多优秀 人才。其中，以社交媒体招聘广告为载体来传播雇主品牌是一种常见的形式。然 而，目前针对这一新兴的雇主品牌传播实践的相关研究还十分薄弱，不利于指导 企业的实践活动。因此，本文针对企业基于社交媒体招聘广告的雇主品牌传播的 信息策略（包括内容策略和媒体策略）展开研究，探讨其对求职者的认知和行为 的影响机理，以便丰富和发展有关基于社交媒体的雇主品牌传播的相关理论，从 而指导企业更加有效地利用社交媒体招聘广告传播雇主品牌。 本文基于 S-O-R 范式构建了基于社交媒体招聘广告的雇主品牌传播的信息策 略对求职者的影响机理模型。首先，利用眼动实验研究了信息策略中的内容策略。 然后，通过组间实验检验了内容策略（功能性策略、象征性策略）和媒体策略（高 生动性策略、低生动性策略）对求职者的雇主吸引力感知和求职意向的影响。 研究结果表明，（1）雇主企业在利用社交媒体招聘广告传播雇主品牌信息时， 内容策略方面应重点传播薪资水平、福利保障和晋升空间等雇主品牌的功能性要 素以及企业实力和企业文化等雇主品牌的象征性要素；（2）在内容策略中，功能 性策略比象征性策略对求职者的雇主吸引力感知和求职意向影响更大；（3）在媒 体策略中，高生动性策略（图文并茂形式）比低生动性策略（纯文本形式）对求 职者的雇主吸引力感知和求职意向影响更大；（4）求职者的雇主吸引力感知对其 求职意向有显著的正向影响。 关键词，雇主品牌传播；社交媒体；信息策略；感知雇主吸引力；求职意向III ABSTRACT In recent years, with the popularity of social media represented by social networking sites (SNS), Weibo, WeChat, etc., more and more companies are beginning to experiment with employer brand communication based on social media in order to attract and retain more talents. Among them, the use of social media recruitment advertising as a carrier to spread the employer brand is a common form. However, the current research on this emerging employer brand communication practice is still very weak, which is not conducive to guiding the practice activities of companies. Therefore, this paper studies the information strategy (including content strategy and media strategy) of employer brand communication based on social media recruitment advertisements, and probes into its influence mechanism on job seekers' cognition and behavior, in order to enrich and develop the relevant theories about the communication of employer brand based on social media, and this will guide companies to make more effective use of social media recruitment advertising to spread the employer brand. Based on the S-O-R paradigm, this paper constructs a mechanism model of the influence of the information strategy of employer brand communication based on social media recruitment advertisement on job seekers. Firstly, the content strategy in information strategy is studied by using eye movement experiment. Then, through inter-group experiments, the influence of content strategy (functional strategy, symbolic Strategy) and media strategy (High dynamic strategy, low vivid strategy) on the employer attraction perception and job search intention of job seekers is tested. The results show that: (1) When employers use social media recruitment advertisements to disseminate employer brand information, the content strategy should focus on salary level, welfare guarantee and promotion space elements in the functional strategy, as well as the enterprise strength and enterprise culture elements in the symbolic strategy. (2) In the content strategy, the functional strategy has a greater impact on the applicant's perception of employer attraction perception and job search intention than the symbolic strategy. (3) in the media strategy, the highly vivid strategy (text + image form) has a greater impact on the applicant's perception of employer attraction perception and job search intention than low-visibility strategy (plain text form). (4) The perception of the employer's attractiveness of the job seeker has a significant positive effect on his job search intention.IV KEYWORDS: employer brand communication; social media; information strategy; perceived employer attraction; job search intention.V 目 录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景及意义 ............................................................................................... 1 1.1.1 研究背景................................................................................................ 1 1.1.2 研究意义................................................................................................ 1 1.2 研究现状及内容............................................................................................... 2 1.2.1 研究现状................................................................................................ 2 1.2.2 研究内容................................................................................................ 4 1.3 研究思路及方法 ............................................................................................... 4 1.3.1 研究思路................................................................................................ 4 1.3.2 论文结构................................................................................................ 5 1.3.3 研究方法................................................................................................ 6 第二章 相关理论基础 .................................................................................................... 8 2.1 雇主品牌 ........................................................................................................... 8 2.1.1 雇主品牌的概念.................................................................................... 8 2.1.2 雇主品牌的构成.................................................................................... 9 2.2 雇主品牌传播 ................................................................................................. 12 2.2.1 雇主品牌传播的概念.......................................................................... 12 2.2.2 雇主品牌传播的策略.......................................................................... 13 第三章 研究模型与假设 .............................................................................................. 15 3.1 研究模型 ......................................................................................................... 15 3.2 研究假设 ......................................................................................................... 15 3.2.1 雇主品牌传播的内容策略.................................................................. 15 3.2.2 信息策略对感知雇主吸引力的影响.................................................. 16 3.2.3 信息策略对求职意向的影响.............................................................. 17 3.2.4 感知雇主吸引力对求职意向影响...................................................... 18 第四章 雇主品牌传播的内容策略的眼动实验研究 .................................................. 20 4.1 实验目的 ......................................................................................................... 20 4.2 实验设计与程序 ............................................................................................. 20 4.2.1 实验设计.............................................................................................. 20 4.2.2 实验材料.............................................................................................. 20 4.2.3 变量的测量.......................................................................................... 21VI 4.2.4 被试...................................................................................................... 22 4.2.5 实验仪器.............................................................................................. 22 4.2.6 实验程序.............................................................................................. 22 4.3 数据处理与分析 ............................................................................................. 24 4.3.1 数据处理.............................................................................................. 24 4.3.2 数据分析.............................................................................................. 25 第五章 雇主品牌传播的信息策略对求职者的影响实证研究 .................................. 28 5.1 实验目的 ......................................................................................................... 28 5.2 实验设计与程序 ............................................................................................. 28 5.2.1 实验材料设计...................................................................................... 28 5.2.2 问卷量表设计...................................................................................... 29 5.2.3 被试...................................................................................................... 30 5.2.4 实验程序.............................................................................................. 30 5.3 数据处理与分析 ............................................................................................. 30 5.3.1 样本分析.............................................................................................. 30 5.3.2 信效度检验.......................................................................................... 31 5.3.3 变量描述性统计.................................................................................. 34 5.3.4 方差分析.............................................................................................. 35 5.3.5 相关性分析.......................................................................................... 36 5.3.6 回归分析.............................................................................................. 37 第六章 结论 .................................................................................................................. 39 6.1 结果与讨论 ..................................................................................................... 39 6.1.1 雇主品牌传播的内容策略.................................................................. 40 6.1.2 雇主品牌传播的信息策略对求职者的影响....................................... 40 6.1.3 感知雇主吸引力与求职意向.............................................................. 41 6.2 应用启示 ......................................................................................................... 41 6.2.1 善用社交媒体传播渠道...................................................................... 41 6.2.2 突出雇主品牌传播重点...................................................................... 41 6.2.3 注重传播形式的生动性...................................................................... 42 6.3 不足与展望 ..................................................................................................... 42