CAJ | 학술논문

近几年来，雇主品牌理念正被逐步应用到企业的人才招聘中。本文分别从企业和潜在员工角度谈如何看待雇主品牌；介绍雇主品牌理念在企业招聘中的贯彻方式和六种宣传方式以及失误之处。由此，提出建言：雇主品牌的核心是以员工为本，企业不能光靠外部“购买员工”，更应通过雇主品牌建设“培育员工忠诚”让员工认可、相信企业；同时，企业履行社会责任感染员工爱岗敬业，把个人发展融入企业发展中。
근궤년래，고주품패이념정피축보응용도기업적인재초빙중。본문분별종기업화잠재원공각도담여하간대고주품패；개소고주품패이념재기업초빙중적관철방식화륙충선전방식이급실오지처。유차，제출건언：고주품패적핵심시이원공위본，기업불능광고외부“구매원공”，경응통과고주품패건설“배육원공충성”양원공인가、상신기업；동시，기업리행사회책임감염원공애강경업，파개인발전융입기업발전중。
In recent years, employer brand concept has been gradually applied in enterprise talent recruitment. This paper will discuss how they think of employer brand from the position of enterprise and potential employee; introduce implementation and six forms of propaganda of employer brand concept in enterprise recruitment and analyze its mistakes. Then, the paper will make suggestions: the core of employer brand concept should be employee-oriented, that is, by cultivating employee loyalty, letting employees trust the enterprise not by"buying employees"; the enterprise should encourage employees to love their jobs and work hard so as to devote themselves to the enterprise.