The Impact of Cross - culture on Employer 's Brand Perception - Based on the Survey of Chinese and American Graduates' Data

Abstract

Cross-cultural factors are new elements that Chinese enterprises must consider when building their employer's brand in the era of economic globalization. This paper mainly discusses the difference between the perception of the employer's brand and the status of Chinese enterprises under the different culture background. The questionnaire survey was conducted on the graduates in China and the United States, by using the Employer Brand Attraction Scale developed by Berthon et al (2005) ^[1]. The relevant analysis was carried out using SPSS software to test and demonstrate the research hypothesis. This study draws the following conclusions: (1) There are differences between Chinese and American graduates 'expectation for employers; (2) Chinese and American graduates have different perceptions in Chinese enterprises' recognition; (3) In view of the survey results, suggestions of Employer Brand Development Strategy are given

Keywords：Employer Brand; Cultural Differences; Status of Chinese Enterprises;