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題名 根據網絡探勘的雇主品牌分析工具
Design of employer branding analysis tools based on network mining algorithms
作者 李魁林
Lee, Kuei-Lin
貢獻者 沈錳坤
李魁林
Lee, Kuei-Lin
關鍵詞 雇主品牌
雇主吸引力
雇主品牌忠誠
公司關聯圖
網路探勘
Employer branding
Employer attraction
Employer brand loyalty
Enterprise endorsement network
Network mining algorithms
PageRank
日期 2017
上傳時間 2-Mar-2018 12:04:36 (UTC+8)
摘要 『雇主品牌』是管理及行銷領域衡量企業作爲雇主對現任及潛在員工吸引力的方式，過去相關研究也多存在這兩個領域，研究的範疇包含雇主品牌對企業競爭力的影響、提升雇主品牌的方法及衡量雇主品牌的方式等。對於衡量雇主品牌的方式，過去多採用質性的訪談或量化的問卷統計的研究方法，研究的樣本及涵蓋的企業數量皆受到研究方法本身的限制。

本研究提出一組以大量履歷資料庫數據爲基礎的雇主品牌分析工具。包含將資料庫轉換爲公司關聯圖的形式，透過圖形分析及網路探勘的演算法去衡量公司的雇主品牌對潛在僱員的吸引力，以及透過分析全市場的公司留任狀況，將相似公司的留任模型分群歸納後建立一個員工留任模型的基準，讓企業可以參考並用以衡量現有僱員的雇主品牌忠誠。
Employer Branding is about how attractive an employer is to its talent pool and assures that current employees are engaged. The current development of the measurement methods of employer branding are qualitative and quantitative research methods. The limitation of these approaches is the coverage of companies and costs of studying.

This study presents a set of tools for employer branding analysis from large-scale resume database based on Backhaus & Tikoo’s Employer branding framework. The proposed approach constructs the Enterprise Endorsement Network which is a weighted directed graph of enterprises and the edge is generated from career transition records. Then network mining algorithms are employed to assess the employer attractiveness of enterprises. Furthermore, for employer brand loyalty, a probabilistic employee retention model is proposed and similar retention models of enterprises are clustered to build the baseline models for comparisons of retention tendency. Experiments on resume database for enterprises of Taiwan show the usefulness of the designed employer branding analysis tools.
參考文獻 [1] 甘傑丰，2010，企業社會責任、企業形象、雇主品牌與求職者應徵意圖之關聯性研究，國立臺北大學企業管理學系碩士在職專班碩士論文。
[2] 邱詩樺，2013，雇主品牌吸引力影響餐旅社會新鮮人應徵意圖之研究―以品牌來源國為干擾變數，國立高雄餐旅大學餐旅管理研究所碩士論文。
[3] 段瑞涵，2014，在台企業雇主品牌評量指標發展與推動現況之研究，國立政治大學企業管理研究所碩士論文。
[4] 黃筑萱，2009，品質體驗、企業形象對服務業雇主品牌之影響-以外部招募線索為干擾變項之台灣高鐵實驗研究，國立高雄師範大學人力與知識管理研究所碩士論文。
[5] 游欣融，2012，雇主品牌對人才的吸引及留任，國立中山大學人力資源管理研究所碩士論文。
[6] Ambler, T. and Barrow, S., The employer brand. Journal of Brand Management, Vol. 4, No. 3, 1996.
[7] Backhaus, K. and Tikoo, S., Conceptualizing and researching employer branding. Career Development International, Vol. 9, No. 5, 2004.
[8] Barrow, S. and Mosley, R., The employer brand: Bringing the best of brand management to people at work, Wiley, 2005.
[9] Bavelas, A., Communication Patterns in Task-Oriented Groups. The Journal of the Acoustical Society of America, Vol. 22, 1950.
[10] Berthon, P., Ewing, M. and Hah, L.L., Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, Vol. 24, No. 2, 2005.
[11] Bonacich, P., Factoring and weighting approaches to status scores and clique identification. Journal of Mathematical Sociology, Vol. 2, No. 1, 1972.
[12] Brin, S., and Page, L., Anatomy of a large-scale hypertextual web search engine. In Proceedings of the 7th International World Wide Web Conference, 1998.
[13] Freeman, L., A set of measures of centrality based upon betweenness. Sociometry, Vol. 40, No. 1, 1977.
[14] Keller, K.L., Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57, No. 1, 1993.
[15] Kleinberg, J. M., Authoritative sources in a hyperlinked environment. The Journal of the ACM, Vol. 46, 1998.
[16] Kullback, S., Information Theory and Statistics. Dover Publications Inc., 1968.
[17] Parzen, E., On the estimation of a probability density function and mode. Annals of Mathematical Statistics, Vol. 33, 1962.
[18] Rokach, L. and Maimon, O., Clustering methods. Data mining and knowledge discovery handbook. Springer US., 2005.
[19] Turban, D. B. and Greening, D. W., Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, Vol. 40, No. 3, 1996.
[20] 104 開放資料黑客松。URL https://github.com/104corp/2017-104Hackathon-AppWebService/ , 2017
[21] Cheers 雜誌「2015 新世代最嚮往企業 Top100」。https://goo.gl/ivr4DV
[22] R Core Team. R: A language and environment for statistical computing. R Foundation for Statistical Computing, Vienna, Austria. URL https://www.R-project.org/ , 2017
[23] LinkedIn Talent Brand Index. URL https://goo.gl/ZhmprK
描述 碩士
國立政治大學
資訊科學系碩士在職專班
100971004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100971004
資料類型 thesis
dc.contributor.advisor 沈錳坤zh_TW
dc.contributor.author (Authors) 李魁林zh_TW
dc.contributor.author (Authors) Lee, Kuei-Linen_US
dc.creator (作者) 李魁林zh_TW
dc.creator (作者) Lee, Kuei-Linen_US
dc.date (日期) 2017en_US
dc.date.accessioned 2-Mar-2018 12:04:36 (UTC+8)-
dc.date.available 2-Mar-2018 12:04:36 (UTC+8)-
dc.date.issued (上傳時間) 2-Mar-2018 12:04:36 (UTC+8)-
dc.identifier (Other Identifiers) G0100971004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/116162-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊科學系碩士在職專班zh_TW
dc.description (描述) 100971004zh_TW
dc.description.abstract (摘要) 『雇主品牌』是管理及行銷領域衡量企業作爲雇主對現任及潛在員工吸引力的方式，過去相關研究也多存在這兩個領域，研究的範疇包含雇主品牌對企業競爭力的影響、提升雇主品牌的方法及衡量雇主品牌的方式等。對於衡量雇主品牌的方式，過去多採用質性的訪談或量化的問卷統計的研究方法，研究的樣本及涵蓋的企業數量皆受到研究方法本身的限制。

本研究提出一組以大量履歷資料庫數據爲基礎的雇主品牌分析工具。包含將資料庫轉換爲公司關聯圖的形式，透過圖形分析及網路探勘的演算法去衡量公司的雇主品牌對潛在僱員的吸引力，以及透過分析全市場的公司留任狀況，將相似公司的留任模型分群歸納後建立一個員工留任模型的基準，讓企業可以參考並用以衡量現有僱員的雇主品牌忠誠。		zh_TW
dc.description.abstract (摘要) Employer Branding is about how attractive an employer is to its talent pool and assures that current employees are engaged. The current development of the measurement methods of employer branding are qualitative and quantitative research methods. The limitation of these approaches is the coverage of companies and costs of studying.

This study presents a set of tools for employer branding analysis from large-scale resume database based on Backhaus & Tikoo’s Employer branding framework. The proposed approach constructs the Enterprise Endorsement Network which is a weighted directed graph of enterprises and the edge is generated from career transition records. Then network mining algorithms are employed to assess the employer attractiveness of enterprises. Furthermore, for employer brand loyalty, a probabilistic employee retention model is proposed and similar retention models of enterprises are clustered to build the baseline models for comparisons of retention tendency. Experiments on resume database for enterprises of Taiwan show the usefulness of the designed employer branding analysis tools.		en_US
dc.description.tableofcontents 第一章 前言 1
1.1 研究背景與動機 1
1.2 研究目的及方法 2
1.3 論文貢獻 3
1.4 論文架構 3
第二章 相關研究 4
第三章 研究方法 9
3.1 問題定義 9
3.2 衡量雇主吸引力 10
3.2.1 職缺廣告曝光分析 10
3.2.2 公司網路探勘 12
3.3 衡量雇主品牌忠誠 16
第四章 實驗 20
4.1 實驗設計 20
4.2 資料來源 21
4.3 資料前處理 21
4.4 實驗結果 22
4.4.1 衡量雇主吸引力：職缺廣告曝光分析 22
4.4.2 衡量雇主吸引力：公司網路探勘 24
4.4.3 衡量雇主吸引力：企業對各職類的吸引力差異 29
4.4.4 衡量雇主吸引力：吸引力隨時間變動 32
4.4.5 衡量雇主吸引力：企業在人才市場中的角色 34
4.4.6 衡量雇主品牌忠誠 38
4.5 結論及未來研究方向 41
參考文獻 43
附錄 45
附錄一：雇主品牌調查問卷設計範例 45		zh_TW
dc.format.extent 2292768 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100971004en_US
dc.subject (關鍵詞) 雇主品牌zh_TW
dc.subject (關鍵詞) 雇主吸引力zh_TW
dc.subject (關鍵詞) 雇主品牌忠誠zh_TW
dc.subject (關鍵詞) 公司關聯圖zh_TW
dc.subject (關鍵詞) 網路探勘zh_TW
dc.subject (關鍵詞) Employer brandingen_US
dc.subject (關鍵詞) Employer attractionen_US
dc.subject (關鍵詞) Employer brand loyaltyen_US
dc.subject (關鍵詞) Enterprise endorsement networken_US
dc.subject (關鍵詞) Network mining algorithmsen_US
dc.subject (關鍵詞) PageRanken_US
dc.title (題名) 根據網絡探勘的雇主品牌分析工具zh_TW
dc.title (題名) Design of employer branding analysis tools based on network mining algorithmsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) [1] 甘傑丰，2010，企業社會責任、企業形象、雇主品牌與求職者應徵意圖之關聯性研究，國立臺北大學企業管理學系碩士在職專班碩士論文。
[2] 邱詩樺，2013，雇主品牌吸引力影響餐旅社會新鮮人應徵意圖之研究―以品牌來源國為干擾變數，國立高雄餐旅大學餐旅管理研究所碩士論文。
[3] 段瑞涵，2014，在台企業雇主品牌評量指標發展與推動現況之研究，國立政治大學企業管理研究所碩士論文。
[4] 黃筑萱，2009，品質體驗、企業形象對服務業雇主品牌之影響-以外部招募線索為干擾變項之台灣高鐵實驗研究，國立高雄師範大學人力與知識管理研究所碩士論文。
[5] 游欣融，2012，雇主品牌對人才的吸引及留任，國立中山大學人力資源管理研究所碩士論文。
[6] Ambler, T. and Barrow, S., The employer brand. Journal of Brand Management, Vol. 4, No. 3, 1996.
[7] Backhaus, K. and Tikoo, S., Conceptualizing and researching employer branding. Career Development International, Vol. 9, No. 5, 2004.
[8] Barrow, S. and Mosley, R., The employer brand: Bringing the best of brand management to people at work, Wiley, 2005.
[9] Bavelas, A., Communication Patterns in Task-Oriented Groups. The Journal of the Acoustical Society of America, Vol. 22, 1950.
[10] Berthon, P., Ewing, M. and Hah, L.L., Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, Vol. 24, No. 2, 2005.
[11] Bonacich, P., Factoring and weighting approaches to status scores and clique identification. Journal of Mathematical Sociology, Vol. 2, No. 1, 1972.
[12] Brin, S., and Page, L., Anatomy of a large-scale hypertextual web search engine. In Proceedings of the 7th International World Wide Web Conference, 1998.
[13] Freeman, L., A set of measures of centrality based upon betweenness. Sociometry, Vol. 40, No. 1, 1977.
[14] Keller, K.L., Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57, No. 1, 1993.
[15] Kleinberg, J. M., Authoritative sources in a hyperlinked environment. The Journal of the ACM, Vol. 46, 1998.
[16] Kullback, S., Information Theory and Statistics. Dover Publications Inc., 1968.
[17] Parzen, E., On the estimation of a probability density function and mode. Annals of Mathematical Statistics, Vol. 33, 1962.
[18] Rokach, L. and Maimon, O., Clustering methods. Data mining and knowledge discovery handbook. Springer US., 2005.
[19] Turban, D. B. and Greening, D. W., Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, Vol. 40, No. 3, 1996.
[20] 104 開放資料黑客松。URL https://github.com/104corp/2017-104Hackathon-AppWebService/ , 2017
[21] Cheers 雜誌「2015 新世代最嚮往企業 Top100」。https://goo.gl/ivr4DV
[22] R Core Team. R: A language and environment for statistical computing. R Foundation for Statistical Computing, Vienna, Austria. URL https://www.R-project.org/ , 2017
[23] LinkedIn Talent Brand Index. URL https://goo.gl/ZhmprK		zh_TW