An empirical study on the effect of corporate image upon corporate attractiveness for talents in China

Human resources is the key factor for corporate competitive advantage, so attracting and retaining excellent talents is vital to obtain competitive advantage for any enterprise. Due to the strategic role of the corporate image, some organizations are looking for new ways to consummate corporate image so as to acquire more excellent talents to enhance competitive advantage. However, in the era of knowledge based economy demands more high-level talents, which leads to freer talent flow. Then the issue of how corporate image could influence the corporate attractiveness for talents is a tough task, which should be studied theoretically and practically. This paper examined the influence of the corporate image on the corporate attractiveness for talents in Chinese labor market. We began by providing a concept model and present some hypotheses, then dimensional compositions of the corporate image in the opinion of Chinese young educated public was proceeding, and the investigation was performed among the postgraduates of business major in China. Two kinds of corporate image (background corporate image and decisive corporate image) were taken into the model that used for estimating the influence of corporate image on the corporate attractiveness for talents. So the test model will be modified according to the actual situation in China. Our results showed that corporate image had a significant positive effect on the corporate attractiveness for talents under the intermediaries of information exposure and individual cognition in Chinese labor market. Accordingly, we provide some managerial suggestions.