雇主品牌是雇主企业吸引和保留优秀人才的战略性工具。近年来，伴随着微 博、微信等社交媒体的兴起与普及，一些企业开始尝试利用社交媒体开展雇主品牌 传播。其中，以社交媒体招聘广告为载体传播雇主品牌是一种较为普遍的形式。然 而，对于这种新兴的雇主品牌传播方式，目前国内外的相关研究成果还很少见。因 此，本文以我国部分被评为最佳雇主的企业为样本，使用内容分析法对其基于社交 媒体招聘广告的雇主品牌传播策略展开研究。具体研究内容包括：（1）样本企业 基于社交媒体招聘广告进行雇主品牌传播时的内容策略；（2）样本企业基于社交 媒体招聘广告进行雇主品牌传播时的媒介策略；（3）样本企业基于社交媒体招聘 广告进行雇主品牌传播时，传播何种内容策略时更倾向于何种媒介策略。 研究结果表明：（1）企业基于社交媒体招聘广告传播的雇主品牌内容策略包 括象征性价值、发展性价值、社会性价值与经济性价值4个要素类别，每个要素类 别细分为4项具体要素；（2）社交媒体招聘广告对内容策略各要素类别的体现程 度从高到低为发展性价值、经济性价值、象征性价值、社会性价值；（3）企业在 社交媒体招聘广告中使用最频繁的媒介策略有“文本”、“图片”、“视频”、 “文本+图片”、“文本+视频”、“图片+视频”、“文本+图片+视频”，共7种 类型；（4）在内容策略4类别要素中，使用频率最高的均为“文本”策略，在16 项具体要素中，15项要素使用频率最高的为“文本”策略，1项要素使用频率最高 的为“图片”策略。 关键词：社交媒体招聘广告；雇主品牌传播；内容策略；媒介策略 III ABSTRACT Employer brand is a strategic tool for employers to attract and retain employees. In recent years, with the popularity of social media such as Weibo and WeChat, some companies have begun to use social media to communicate employer brand. Among these channels, using social media recruitment advertisements as a carrier to communicate employer brand is commonplace. However, so far, studies on this emerging employer brand communication method are still rare. Therefore, some companies rated as the best employers in China were chose as the sample in this dissertation, and their employer brand communication strategies based on social media recruitment advertising were analyzed by utilizing content analysis. Specific research contents include: (1) The content strategy of employer brand communication based on social media recruitment advertisements of sample companies; (2) The media strategy of employer brand communication based on social media recruitment advertisements of sample companies; (3) The conjunctive strategy of employer brand communication based on social media recruitment advertisements of sample companies. Results showed that: (1) The four dimensions of content strategy of employer brand based on social media recruitment advertisement communication are symbolic value, developmental value, social value, and economic value. Each dimension is subdivided into four secondary indicators; (2) The degree of content strategy dimensions reflected by recruitment advertisements in sequence are developmental value, economic value, symbolic value, and social value; (3) There are 7 media strategies used by companies in social media recruitment advertisements: "text", "picture", "video", "text + picture", "text + video", "picture + video", "text + picture + video". (4) In regard to the media strategy utilized to show the 4 dimensions of the content strategy, the most frequently used one is "text" strategy. Specifically, "text" is the most frequently used media form, which was utilized to demonstrate 15 out of 16 indicators. In addition, "picture" is the media form most frequently used in the last indicators. KEYWORDS: Social media recruitment advertisement; Employer brand communication; Content strategy; Media strategy IV 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 ................................................................................................ 2 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 ................................................................................................ 3 1.3研究思路及方法 ................................................................................................ 3 1.3.1研究思路 ................................................................................................ 3 1.3.2论文结构 ................................................................................................ 4 1.3.3研究方法 ................................................................................................ 5 第二章 相关理论基础 .................................................................................................. 7 2.1雇主品牌 ............................................................................................................ 7 2.1.1雇主品牌的概念 .................................................................................... 7 2.1.2雇主品牌的构成 .................................................................................... 8 2.2雇主品牌传播 .................................................................................................. 10 2.2.1雇主品牌传播的概念 .......................................................................... 10 2.2.2雇主品牌传播策略 .............................................................................. 11 第三章 数据采集与加工 ............................................................................................ 14 3.1数据来源 .......................................................................................................... 14 3.2样本结构 .......................................................................................................... 15 3.2.1行业分布 .............................................................................................. 15 3.2.2地区分布 .............................................................................................. 16 3.2.3类型分布 .............................................................................................. 17 3.2.4投资来源分布 ...................................................................................... 18 3.3编码方案设计 .................................................................................................. 18 3.4编码分析流程 .................................................................................................. 19 第四章 数据分析与结果 ............................................................................................ 20 4.1内容策略分析 .................................................................................................. 20 4.1.1全样本内容策略分析 .......................................................................... 20 4.1.2不同行业企业的内容策略分析 .......................................................... 21 V 4.1.3不同地区企业的内容策略分析 .......................................................... 23 4.1.4不同类型企业的内容策略分析 .......................................................... 26 4.1.5不同投资来源企业的内容策略分析 .................................................. 28 4.2媒介策略分析 .................................................................................................. 30 4.2.1不同行业企业的媒介策略分析 .......................................................... 30 4.2.2不同地区企业的媒介策略分析 .......................................................... 32 4.2.3不同类型企业的媒介策略分析 .......................................................... 33 4.2.4不同投资来源企业的媒介策略分析 .................................................. 34 4.3内容策略与媒介策略联合分析 ................