The construction and evaluation of Internet Enterprise employer brand index-research based on social network recruitment data

Employer brand is not only an essential factor affecting the recruitment effect of enterprises but also the key to building the core competitiveness of enterprises; however, there is a lack of unified standards for evaluating employer brands. To this end, this paper uses factor analysis to construct an employer brand evaluation index to ensure the integrity and comprehensiveness of the employer brand. It uses social network recruitment data from both social influence and employee attraction. The employer brand of the top 30 Chinese Internet companies on the “Top 100 Chinese Internet Companies 2018” list was evaluated. Through the comparative analysis of the ranking of enterprise comprehensive strength and the ranking of enterprise employer brand, it is found that the comprehensive strength of Internet enterprises has a high correlation with the attractiveness of their employees but has nothing to do with the evaluation index of employer brand. On the contrary, the company’s strategic choices and practices greatly influence employer brand building. This paper suggests that Internet companies should combine employer brand building with enterprise development strategies to construct employer brands.