| 摘要(英) |
The global COVID-19 pandemic and lockdown during 2019 to 2022 has forced businesses to find other business strategies with new approaches. Such transitions include flexible work arrangement for work-life balance remote work and a series of digital communication, etc. After the COVID-19 pandemic, employers have asked their employees back to office; however, the requests for flexible hours and remote-work have become the important issue due to the positive experience of telecommuting and remote work. People are expecting more work flexibility. Therefore, it′s necessary for employers to weigh the factors that employees value most and make changes to boost workers′ productivity, to enhance their satisfaction, and to improve employee retention.
The aim of this study is exploring the relationship between employer branding, job satisfaction and employee retention in the post-epidemic era from the perspective of human resource management. The interviwees were divided into two generations：Digital Immigrants (born before 1980) and Digital Natives (born after 1981) by age. Online questionnaires were implemented and evaluated by quantitative analysis. In a total amount of 317 valid questionnaires, 130 interviewees (41%) are the digital immigrants and 187 interviewees (59%) are the digital natives.
According to the research results: In the post-epidemic era, (1) the relationship between employer brand and employee job satisfaction is positively correlated, which is more significantly positive correlated in the digital native group. (2) the relationship between employee job satisfaction and retention is positively correlated in both groups, and it’s more significant in digital immigrant group by only a narrow margin. (3) The relationship between employer branding and retention is positively correlated, which is more significantly positive correlated in the digital native group. (4) Employee job satisfaction play a mediating role between employer branding and employee retention, which is more significant in the digital natives group comparing to digital immigrant group. |
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