Human Resource

上海交通大学 硕士学位论文 企业校园招聘相关行为的作用——基于品牌资产理论的研究 姓名：曾琼霞 申请学位级别：硕士 专业：企业管理 指导教师：余明阳 20080101

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The EFFECTS OF CAMPUS RECRUITMENT-RELATED PRACTICES: A BRAND EQUITY-BASED RESEARCH

ABSTRACT

The knowledge economy brought the concept of employer brand, which is becoming a hot focus in business along with the increasingly fierce war for talent. Nowadays, campus recruitment is one of the most important approaches for companies to fight for talent. How to build up employer brand in the university and attract excellent graduating students is now a problem encountered with companies. The study based on literatures on the brand equity to identify how four kinds of campus recruitment-related practices (publicity, sponsorship, employee endorsement and advertising) are related to job seekers’ application...