The Relationship between Employer Brand, Work Happiness, and Employee Innovation Behavior – Taking Cultural and Creative Enterprises in Zhejiang Province as an Example

This study objective is to take employees’ perception and internal experience of employer brand building in enterprises as the starting point and deeply explores the internal mechanism of the impact of employer brand building on employee innovation behavior in cultural and creative enterprises in Zhejiang Province. It has important theoretical value and practical significance for promoting employer brand building and employee innovation in cultural and creative enterprises in Zhejiang Province. Based on relevant theories and literature review, this study research design has constructed a model of the relationship between employer brand and employee innovation behavior in cultural and creative enterprises in Zhejiang Province through exploratory interviews and rigorous theoretical logic deduction. The model was validated through survey data of 473 employees from 20 enterprises. By combining normative research with empirical research, as well as qualitative and quantitative analysis, this study has achieved certain results. Firstly, building an employer brand and building a happy enterprise is an important mission entrusted to organizations by the times. The study also found that the job position and age of employees have a positive impact on their innovative behavior, while the length of service hurts their innovative behavior. However, the nature of the company, gender, and education have no significant impact on their innovative behavior.