【摘要】 雇主品牌是组织强化人才吸引力和赢得潜在员工的重要突破口。文章尝试通过多案例研究提取评价指标，再通过熵权法对构建的指标体系赋予权重，形成了包括获得感、幸福感、安全感三个维度的最佳雇主评价体系，包括员工发展激励、雇主形象传播、社会责任履行、顾客价值主张、经营发展能力、研发创新能力等6个一级指标和14个二级指标。研究发现，14个指标整体权重较为均衡。首先，员工对于雇主自身经营能力和研发创新能力关注相对较多，雇主强大的硬实力成为员工安全感的重要来源，并进而成为其吸引雇员和赢得最佳雇主的重要因素。其次，薪酬和各项福利为员工自身带来的获得感，成为员工愿意加入企业并持续为其创造价值的动力来源。特别是在数字经济时代，新生代员工获取企业相关信息的平台也发生了很大变化，通过多样化媒介实现雇主形象的有效传播更是企业成为最佳雇主的重要着力点。最后，在新的职业场景下，员工对于雇主的评价不再仅仅是雇主本身的硬实力，社会责任履行与顾客价值主张也成为雇主形象脱颖而出的关键点。更多还原

【Abstract】 Employer brand is an important breakthrough for organizations to strengthen their talent attraction and win potential employees. This paper attempts to extract evaluation indicators through multiple case studies and assign weights to the constructed indicator system through an entropy weight method, forming the best employer evaluation system that includes three dimensions, i.e., sense of gain, sense of happiness, and sense of security. It includes 6 primary indicators, including employee development incentives, employer image communication, social responsibility fulfillment, customer value proposition, business development ability, and R&D innovation ability, and 14 secondary indicators. As found by the study, the overall weights of the 14 indicators are relatively balanced. Firstly, employees pay relatively more attention to the employer’s own business development ability and R&D innovation ability. The strong hard power of the employer has become an important source of the sense of security of the employee, and thus become an important factor in attracting employees and winning the best employer. Secondly, the sense of gain that compensation and various benefits bring to employees has become a driving source for them to be willing to join the company and continue to create value for it. Especially in the era of digital economy, there have been significant changes in the platforms for the new generation of employees to access enterprise related information. The effective communication of employer’s image through diverse media is an important focus for enterprises to become the best employers. Finally, in the new career scene, employees’ evaluation on the employer is no longer just about the hard power of the employer itself, and social responsibility fulfillment and customer value proposition have become key points for the employer’s image to stand out.更多还原