cheapter 2 literature review
2.1 introduction ：the aim of chapter 2 key parts to be covered
2.2 Employer branding
2.2.1 Definition of employer branding
2.2.2 What it means for a good employer brand benefits of employer branding
2.2.3 Measurement of employer branding
model, theory, concepts,dimensions
2.3 Talent acquisition and overseas recruitment
2.4 Employee retention
2.4.1 Strategic value of employee retention
2.4.2 Factors that affect employee retention
2.5 The effect of employer branding on recruitment and retention
2.5.1 How employer branding affects global recruitment
Hypothesis
2.5.2 Employer branding as a variable influencing staff retention
Hypothesis2 : Employer branding generates positive impact upon emplyee retention
2.6 Summary
sum up the key points achieved
summarise research gaps
hence the research topic
Exploring the employer branding effect on overseas recruitment and staff retention: the case of JD.com
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