雇主品牌评价与管理

    “中国雇主品牌蓝皮书Ⅱ”是由国际人力资源管理协会、北京大学管理案例研究中心、国家人力资源和社会保障部《职业》杂志社三家联合推出的重要实践性调研成果。本成果在2008年10月25日北京大学百年大讲堂举行的2008中国最佳雇主年度评选颁奖典礼暨第五届中国人力资源管理年度盛典上正式发布。     本书的理论创新：在2007年“中国雇主品牌蓝皮书”全面而系统介绍雇主品牌的管理理论、建设方法、管理流程和企业案例研究的基础生，在学术上重点对雇主品牌的评价和诊断进行了探索性研究，发布了雇主品牌评价、诊断的最新工具和沿海地产、正荣集团等企业的雇主品牌诊断报告。     本书的实践创新：通过对全国300多家知名企业的雇主品牌管理调研，总结了2008年度全国优秀企业年度的雇主品牌建设经验和成果，介绍了深圳航空、飞亚达集团、首创集团等20多家优秀雇主品牌企业的管理案例和管理方法。     本书对于人力资源管理研究者、雇主品牌研究者、人力资源管理工作者、品牌管理者、营销管理者、企事业单位的高层领导具有重要的借鉴意义。

第一篇  雇主品牌综述   Part Ⅰ:Summary of Employer Branding     第一章  雇主品牌的概念/03     Chapter 1:Concept of Employer Branding     第一节  雇主品牌定义的三大维度/03     Three Dimensions of the Concept of Employer Branding     一、承诺－符号/03     Commitment－Symbol     二、形象/雇佣体验－关系/05     Reputation/Employerment Experience－Relationship     三、管理工具－资源/07     Management Tools－Resourses     第二节  雇主品牌的相关概念/08     Related Concepts of Employer Branding     一、雇主品牌资产/08     Employer Branding Assets     二、内部雇主品牌和外部雇主品牌/09     Internal and External Employer Branding     三、企业雇主品牌和企业整体品牌/10     Corporate Employer Branding and Corporate Brand     四、企业雇主品牌和企业社会责任/11     Corporate Employer Branding and Corporate Social Responsibility     五、企业雇主品牌建设和企业战略人力资源管理/13     Corporate Employer Branding Construction and Corporate Strategic Human Resourses     第二章  雇主品牌的管理/16     Chapter 2:Employer Branding Management     第一节  雇主品牌管理的组织/16     Organization of Employer Branding Management     一、企业雇主品牌管理的主体/16     Subject of Corporate Employer Branding Management     二、雇主品牌的关系对象/17     Relationship Object of Employer Branding     第二节  雇主品牌管理的基本路径/18     Basic Route of Employer Branding Management     一、从雇主品牌管理的主体角度来看/18     The Angle of the Subject     二、从雇主品牌管理的受众角度来看/19     The Angle of the Object     第三节  雇主品牌管理模型/20     Employer Branding Management Model     一、齿轮模型/20     Gear Model     二、雇主品牌建设4P模型/21     Employer Branding Construction     三、从企业内、外部员工层面来看/24     Benefits to the Internal and External Employees     第三章  雇主品牌的发展/26     Chapter 3: Employer Branding Development     第一节  雇主品牌的研究/26     Employer Branding Research     一、《财富》杂志“最佳工作场所”概念的提出/26     FORTUNE‘s “Best workplace” Concept     二、翰威特在全球开展最佳雇主的调研/27     Hewitt  Associates‘ Worldwide Survey     三、沃森特公司“雇佣体验”概念的提出/28     Watson‘s “Employment Experience” Concept     四、优瑞萨姆等研究机构在雇主品牌实施方面的研究/28     Research on Employer Branding Implementation     五、Ibid雇主品牌价值方面的研究/29     Ibid‘s Research on Employer Branding Value     六、艾利森提出最佳雇主标准/29     Alison‘s Assessment Standard for Best Employer     第二节  雇主品牌的评选/30     Best Employer Branding Award     一、《财富》杂志“最佳工作场所”评选活动/30     FORTUNE‘s Selection of “Best Workplace”     二、翰威特将“最佳雇主”品牌引入中国/31     Hewitt Associates Brought “Best Employer” to China     三、“CCTV中国年度雇主调查”活动的开展/31     CCTV‘s Research on Chinese Best Employer     四、中华英才网关于中国大学生最佳雇主CBCD模型的提出/31     CHINAHRCOM‘s “CBCD Model”     五、《中国雇主品牌蓝皮书》——对雇主品牌更加深入的研究成果/32     Our Accomplishments     第三节  雇主品牌的建设/32     Employer Branding Construction     一、国外最佳雇主建设的经验/33     Overseas Emperiments     二、中国企业雇主品牌建设的不足/35     The Weakness of Chinese Employer Branding Constuction     三、中国企业雇主品牌建设的途径/36     Resolution for Chinese Corporate Employer Branding 第二篇  雇主品牌评价   Part Ⅱ: Employer Branding Evaluation     第一章  雇主品牌评价的方法基础/47     Chapter 1:Foundation of Employer Brand     一、评价雇主品牌资产的基本要素/54     Foundamental Components of Employer Branding Assets Evaluation     二、基于财务要素和消费者要素的雇主品牌价值评价方法/55     Based on the Factors of Finance and Consumer     三、基于消费者要素和市场要素的雇主品牌价值评价方法/56     Based on the Factors of Consumer and Market     第二章  雇佣体验影响因素研究/59     Chapter 2:Research on Factors in Employment Experience     第一节  关于员工工作认知的测量/59     Measurement on Empoyee Working Recognition     一、工作满意度/59     Employee Satisfaction     二、工作参与/60     Employee Engagement     三、组织承诺/61     Employee Commitment     四、组织支持感/62     Supportment by Organization     五、组织公民行为/63     Organizaional Civil Behavior     六、工作—家庭冲突/64     Conflict between Work and Family     第二节  雇佣体验影响因素研究/65     Research on Factors in Employment Experience     一、初步编制问卷/65     Questionnaire Development     二、问卷调查和因子分析/68     Data Collection and Data Analysis     第三章  企业雇主品牌评价模型的构建与雇主品牌建设评价/77     Chapter 3:Development of the Corporate Employer Branding Evaluation Model and Evaluation of Employer Branding Construction     第一节  企业雇主品牌评价模型的构建/77     Development of the Corporate Employer Branding Evaluation Model     一、内部雇主品牌评价模型/77     Internal Employer Branding Evaluation model     二、外部雇主品牌评价模型/80     External Employer Branding Evaluation Model     第二节  雇主品牌建设评价/81     Evaluation of Employer Branding Construction     一、企业雇主品牌建设总体效果诊断评价/81     Evaluate the Effect of Employer Branding Construction     二、企业人力资源管理建设的评价/83          二、2008年调研的创新/89     Innovation of 2008 Research     第二节  调查问卷设计/90     Questionnaire Development     一、员工雇佣体验调查问卷/90     Measurement of Employment Experience     二、雇主调查问卷/92     Measurement of Employers     三、企业人力资源管理对标调查问卷/94     Measurement of Comparison about HRM of Different Enterprises     四、大学生雇主品牌调查问卷/95     Measurement of Employer Branding Completed by College Students     第三节  问卷的发放、回收与统计/98     Data Collection and Data Analysis     一、问卷发放与回收/98     Data Collection     二、样本基本情况描述/98     Samples Description     三、问卷的计分与统计/100     Data Analysis     第二章  总体结论/103     Chapter 2: Conclusion     第一节  雇员内部评价差距较大/103     Great Gap between Internal Employees‘ Evaluation     一、岗位差异/103     Differences in Positions     二、年龄差异/104     Differences in Age     三、学历差异/104     Differences in Education     四、工作年限差异/105     Differences in Work Experience     第二节  企业内、外部评价差距非常大/106     Great Gap between Internal and External Evaluation     第三节  员工雇佣体验在各维度上的差距较大/106     Conclusions about Employment Experience of Employees     第四节  雇主与雇员对各维度的评价差距较大/107     Differences between Employment Experience Recognition of Employer and Employees     第三章  具体结论/109     Chapter 3: Conclusions     第一节  领导及管理风格/109     Leadership and Management Style     一、年龄差异/109     Differences in Age     二、学历差异/110     第二节  个人发展/112     Personal Development     一、年龄差异/112     Differences in Age     二、学历差异/112     Differences in Education     三、岗位类型差异/113     Differences in Position Types     四、工作年限差异/114     Differences in Work Experience     第三节  工作本身/114     Job     一、年龄差异/114     Differences in Age     二、学历差异/115     Differences in Education     三、岗位类型差异/116     Differences in Position Types     四、工作年限差异/116     Differences in Work Experience     第四节  企业实力/117     Enterprise Strength     一、年龄差异/117     Differences in Age     二、学历差异/118     Differences in Education     三、岗位类型差异/119     Differences in Position Types     四、工作年限差异/119     Differences in Work Experience     第五节  福利制度/120     Welfare System     一、年龄差异/120     Differences in Age     二、学历差异/121     Differences in Education     三、岗位类型差异/121     Differences in Position Types     四、工作年限差异/122     Differences in Work Experience     第六节  薪酬制度/123     Salary System     一、年龄差异/123     Differences in Age     二、学历差异/123     Differences in Education     三、岗位类型差异/124     Differences in Position Types        第七节  合作关系/126     Coorperation Relationship     一、年龄差异/126     Differences in Age     二、学历差异/126     Differences in Education     三、岗位类型差异/127     Differences in Position Types     四、工作年限差异/128     Differences in Work Experience     第四章  典型企业雇主品牌建设诊断报告/129     Chapter 4:the Assessment Report of Employer Branding Construction of Typical Enterprises     第一节  正荣集团雇主品牌建设诊断报告/129     Assessment Report of Employer Branding Construction of ZHENRO GROUP     一、雇主品牌建设评价/129     Evaluation of Employer Branding Construction     二、企业人力资源管理建设评价/131     Evaluation of HRM Construction     第二节  沿海地产雇主品牌建设诊断报告/132     Assessment Report of Employer Branding Construction of Coastal Green Land Group     一、雇主品牌建设评价/132     Evaluation of Employer Branding Contruction     二、企业人力资源管理建设评价/135     Evaluation of HRM Construction     第三节  贵州益佰制药股份有限公司雇主品牌建设诊断报告/136     Assessment Report of Employer Branding Construction of GZ 100     一、雇主品牌建设评价/136     Evaluation of Employer Branding Contruction     二、企业人力资源管理建设评价/139     Evaluation of HRM Construction     第四节  厦门森宝集团有限公司雇主品牌建设诊断报告/139     Assessment Report of Employer Branding Construction of XIAMEN SEN BAO     一、雇主品牌建设评价/139     Evaluation of Employer Branding Contruction     二、企业人力资源管理建设评价/142     Evaluation of HRM Construction 第四篇  2008年中国优秀雇主品牌管理案例   Part IV:Case Study of 2008 China Best Employers     第一章  2008年中国优秀雇主品牌管理案例/145     Chapter 1:Case Study of 2008 China Best Employer Branding Construction     深圳航空：雇主品牌的罗盘导航仪/145     Case of SHEN ZHEN AIRLINE        宝洁：让每个员工都拥有梦想/190     Case of P&G     沿海集团：与员工双赢成长/196     Case of COASTAL GREENLAND GROUP     爱立信：沟通无障碍/205     Case of ERICSSON     正荣集团：正直构筑繁荣/209     Case of ZHENRO GROUP     IBM：企业责任的黄金三角/213     Case of IBM     威胜集团：事业成就人才/218     Case of WASION GROUP     拜耳集团：为品牌打上“社会责任烙印”/224     Case of BAYER GROUP     招商证券:“以人为本”，拒绝空中楼阁/228     Case of CHINA MERCHANTS SECURITIES     摩托罗拉：沟通无限/234     Case of MOTOROLA     远东控股:“和与灵”文化雇主/239     Case of FAR EAST HOLDING GROUP CO.,LTD     礼来制药：我们尊重您/248     Case of LILLY     搜狐公司：开放人才的门户/252     Case of SOHU     天音通信：人力资源体系支撑的阳光雇主/259     Case of CHINA TELLING     首创置业：决胜未来的力量/265     Case of BEIJING CAPITAL LAND     圣廷苑酒店：雇主品牌的动态运营/271     Case of PAVILION HOTEL     富士康：打造幸福和谐企业/277     Case of Foxconn     第二章  2008年中国优秀企业雇主品牌建设措施集锦/282     Chapter 2: A Collection of 2008 China Best Employer Branding Construction     瑞泰人寿：雇主品牌文化的魅力/282     Case of SKANDIA:BSAM     贵州益佰：雇主品牌做足“一百”/287     Case of GZ 100     长城电脑：从“心”开始关注员工/292     Case of China Great Wall Computer Group Co., Ltd     东渡国际：人为本，制度为纲/295     Case of DDI GROUP     烟台万华：灵动应对需求/298     Case of YANTAI WANHUA     星耀集团：做好每个细节/300     Case of SHINING STAR GROUP     博彦科技：自由化工作/303     Case of BEYONGD SOFT     星河湾地产：打造“企业现代化工程”/305     Case of STAR RIVER PROPERTY HOLDING LIMITED     腾邦集团：内部人才“深加工”/308     Case of TEMPUS GROUP     研祥智能：非经典管理打造经典企业/310     Case of EVOC INTELLIGENT TECHNOLOGY CO.,LTD     协信集团：共赢创造价值/313     Case of SINCE     太平人寿：保人才“平安”/316     Case of TAIPING LIFE 参考文献/318 Reference 后记/323 Postscript