随着就业和招聘成为日益重要的公共议题，职场观察类真人秀节目应运而生。独特新颖的节目形式一方面向观众传递了职场知识和技能，同时也为参与的企业提供了宣传自身品牌，尤其是雇主品牌的新渠道。越来越多的企业开始积极投入资源参与职场综艺，那么这样的形式是否能够真正帮助提升企业的雇主形象，进而增加对相关专业人才的吸引力？节目内容中又有哪些因素会影响观众对企业雇主形象的认知？本研究尝试从这些核心问题出发，深入分析职场综艺节目如何影响企业雇主形象，为企业未来品牌营销战略提供依据，并填补这部分领域的研究空白。本文以2022年江苏卫视和华泰证券推出的聚焦金融领域的职场观察类真人秀节目——《闪闪发光的你》投行季作为主要研究背景。基于品牌资产模型，构建雇主品牌资产和求职倾向两个主要变量，发现观看节目能够显著提升雇主品牌形象和潜在求职者的意愿，但对求职意愿的提升完全是通过对雇主品牌资产的中介效应进行影响。此外，本文将节目元素解构，引入观众对导师评价、实习生评价和剧情评价三个节目评价变量。结果显示，观众对导师及剧情的评价对雇主品牌资产和求职意向有显著影响，但观众的专业背景的调节效应仅局限于导师评价对雇主品牌资产的影响。基于理论分析和回归模型的结果，本文认为对企业而言，参加职场观察类综艺节目带来的更偏重于企业雇主品牌价值的提高，而对直接吸引潜在招聘对象意义不大。此外，对于以企业客户为主的企业，综艺节目带来的广泛曝光虽然并不能直接带来客户或业绩，但在行业内部，这些曝光可以向目标客户传递出一定的“信号”，有助于塑造品牌形象，促进公司业务增长。

With employment and recruitment becoming increasingly important public issues, workplace observation-based reality shows have emerged. The unique and innovative format of these programs not only imparts workplace knowledge and skills to the audience but also provides participating companies with a new channel for promoting their brands, particularly their employer brands. An increasing number of companies are actively investing resources to participate in these workplace reality shows. The question arises, however, as to whether this approach genuinely enhances a company‘s employer image and subsequently boosts its appeal to relevant professional talent. What factors within the program content influence audience perceptions of a company‘s employer image? This study attempts to address these core questions, offering an in-depth analysis of how workplace reality shows influence a company‘s employer image. It aims to provide a foundation for future employer brand marketing strategies and fills a research gap in this area.The primary context of this study is the workplace observation reality show focusing on the finance industry, "The Shining You" investment banking season, launched by Jiangsu Satellite TV and Huatai Securities in 2022. Based on the brand equity model, two major variables are constructed - employer brand equity and job-seeking inclination. The study finds that watching the show significantly enhances the employer brand image and the willingness of potential job-seekers. However, the enhancement of job-seeking inclination is entirely through the mediating effect on employer brand equity. Additionally, the study deconstructs program elements and introduces three program evaluation variables: audience evaluations of mentors, interns, and plot. The results reveal that audience evaluations of mentors and the plot significantly influence employer brand equity and job-seeking intentions, but the moderating effect of the audience‘s professional background is only limited to the influence of mentor evaluations on employer brand equity.Based on theoretical analysis and regression model results, the study suggests that for companies, participating in workplace observation reality shows primarily enhances employer brand value, with less significance for directly attracting potential recruitment targets. Moreover, for companies with corporate clients, the extensive exposure brought by reality shows may not directly translate into customers or performance. However, within the industry, this exposure can signal specific messages to target customers, assisting in shaping the brand image and promoting company business growth.