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Employer Brand Management - A Vital Issue
Reported by Zhang Nan

A one-month investigation reveals the attitudes of a number of interns toward the firms where they served.
A friend’s introduction helped Cao Fang fulfill her long-held ambition to serve an internship at the China Youth Daily. “Before joining China Youth Daily, I was well aware of its good reputation both among readers and in the media industry, and I had been reading this newspaper when I was at high school and university.” Cao’s two months at the newspaper seemed to fly by, and in this time she gained a great many positive and negative experiences.
Chen Yang is very proud of her internship at Siemens, pride that she now feels whenever she sees advertisements for Siemens in Beijing. Chen, whose enthusiasm for Siemens has led her to introduce the firm to many of her colleagues, hopes that she can return to the company after her graduation.
Following his internship, Liu Ran believes that high-tech enterprise Founder is a company with great vitality. Liu Ran is keen to work for Founder next year after completing his postgraduate studies if Founder provides him with stimulating enough employment.
Jin Qi never used to think that working in the retail sector would be a very demanding experience. All that changed after her three-month internship at a Lotus Supercenter branch store. “Unlike other industries with their established methods and skills, things are always changing in supermarkets and the retail sector”, she points out, highlighting the importance of always being able to adapt to these changing circumstances. Problems often appear without warning, and require immediate solutions. “A lack of experience of the retail sector makes it very hard to deal with problems, even if you have had a higher education.”
According to the interviews with the four interns, we can clearly say that on the one hand, a good employer image formed through long-term public relations activity plays a crucial role in companies’ recruitment of talented personnel; on the other hand, the intern is not only the judge of an employer’s image, but also helps to develop this image. While some interns have very good experiences, and wish to return as full-time employees, the experiences of others are not so positive. The fact that these negative impressions will be communicated to a much wider audience means that employers must pay far greater attention to their image, as skilled staff are at a great premium.
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摘自:传播 2005年第07期  
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