抢占市场份额、树立品牌形象、留存优秀员工在现今这个竞争激 烈的市场环境中无疑是各大公司密切关注的话题。在吸引优秀人才、 留存优秀员工这个方面，传统的方式已经慢慢不再适用。这种现象同 马斯诺的需求层次理论相匹配，员工的物质需要得到满足后，心理需 要逐渐凸显，企业只有满足员工的工作体验，才能真正吸引优秀人才、 留存优秀员工。

本文首先梳理了雇主品牌和员工工作体验这两方面的文献，从概 念、构成维度、测量方法、影响因素等方面进行了整理总结。而后， 结合内部营销理论，提出假设、创建雇主品牌和员工工作体验的理论 模型。本文主要探讨雇主品牌对员工工作体验的影响。并且，验证雇 主品牌的四个子维度对员工工作体验的影响。

在研究方法上面，本文采取线上问卷发放的方式，发放并回收线 上调查问卷 5733 份，其中有效问卷共 5523 份。问卷通过使用统计软 件 SPSS26 以及 Excel 软件对线上回收的数据进行研究去检查验证本 人提出的假设。

通过对回收数据的分析研究，研究假设被证实，结果显示，(1) 雇主品牌对员工工作体验有正向影响且此影响显著(2)雇主品牌四 个子维度均显著正向影响员工工作体验，这四个子维度分别为个人成 长与发展、人际氛围、企业未来以及福利待遇。(3)在差异分析中， 在男女性别、学历、职级、婚姻状况、工作年限、员工年龄、行业类 型以及企业性质上存在系列有趣的差异。

To seize market share, establish brand image and retain excellent

employees in today's highly competitive market environment is undoubtedly a topic that major companies pay close attention to. This phenomenon matches Maslow's hierarchy of needs theory. After employees' material needs are satisfied, their psychological needs gradually become prominent. Only by satisfying employees' working experience can enterprises truly attract and retain excellent talents.

This paper firstly combs the literature on employer brand and employee work experience, and summarizes it from the aspects of concept, composition dimension, measurement method and influencing factors. Then, combined with the internal marketing theory, put forward the hypothesis, create the employer brand and the theoretical model of employee work experience. This paper focuses on the influence of employer brand on employees' work experience. Moreover, the influence of four sub-dimensions of employer brand on employees' work experience is verified.

In terms of research methods, this paper adopts the method of online questionnaire distribution. 5733 online questionnaires are distributed and recovered, among which 5523 are valid. In the questionnaire, statistical software SPSS26 and Excel were used to study the data recovered online to check and verify the hypothesis proposed by me.

Through the analysis and research on the recovered data, the research hypothesis is confirmed, and the results show that (1) Employer brand has a positive impact on the work experience of employees and the impact is significant (2) Employer brand has a significant positive impact on the work experience of employees in the four sub-dimensions, namely, personal growth and development, interpersonal atmosphere, enterprise future and welfare benefits. (3) In the analysis of differences, there are a series of interesting differences between men and women in terms of gender, education, rank, marital status, working years, age of employees, industry type and the nature of enterprises.

Finally, according to the results of this study, I put forward some suggestions for enterprises to seize market share, establish brand image, retain excellent employees and other issues.