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題名 雇主品牌與組織吸引力之研究-以信義房屋為例
A Research of Employer Branding and Organization Attractiveness: A Case Study of Sinyi Group作者 錢恩慈
Chien, En-Tzu貢獻者 樓永堅
Lou, Yung-Chien
錢恩慈
Chien, En-Tzu關鍵詞 雇主品牌
組織吸引力
Employer Branding
Organizational Attractiveness日期 2019 上傳時間 1-Jul-2019 11:12:22 (UTC+8) 摘要 奠基於「員工如同消費者」的概念，雇主之於員工就如同產品之於消費者。企業期望商品能夠暢銷，深度瞭解消費者需求並擬定有效的產品行銷活動是成功關鍵；而企業期望能吸納對於組織有貢獻的員工，深度暸解潛在員工並透過有效管道傳遞企業所能提供的利益，將有助於企業招募行銷活動。因此，本研究主要目的是深度探討潛在員工在求職選擇雇主時會考慮的因素，以及對於企業本身的想法與感受，以期勾勒出目標潛在員工的輪廓，有助於後續擬定招募行銷策略，最終目標是能找到不僅為「好」的人才，並且是能認同公司經營理念之「對」的人才。本研究建構於「雇主品牌（employer branding）與「組織吸引力（organizational attractiveness）」兩大主軸。在雇主品牌的層面，透過深度分析潛在員工對於雇主品牌的觀點，並將樣本作分群，即洞察到不同的群體在選擇雇主時考慮的因素不盡相同。在組織吸引力的層面，分析不同群體間對於企業組織吸引力的程度，亦即對於該企業的好感度，找出目標潛在員工。
Based on the concept of employee as customer, we can compare employee-employer relationship to customer-product relationship. If a company is willing to make their products or services to be best seller, the key of success is extremely important to know the insights of their target audiences and make suitable marketing strategy. On the other hand, if a company desire to hire employee that fits the organization, employer must well understand what talents really want and deliver benefits that the company can offer.This study aims to assist a company get to know more about which factor that talents will take into consideration when they are looking for a job as well as how they think about the case company. After outlining the potential employees, we can develop the hiring marketing strategy according to the insights. The final goal is to attract not only the ‘good’ talent but also the ‘right’ talent who is committed to the vision of the company. So, this research is constructed on the two bases ‘employer branding’ and ‘organizational attractiveness’.With the analysis of the potential employee’s viewpoint of employer brand, we can cluster potential employees and figure out their consideration when seeking a job by different groups. Furthermore, by analyzing attractiveness of each cluster we can find out the target employees and make suitable hiring marketing strategy參考文獻 一、 中文資料李明樹（譯）（民 96）。打造雇主品牌形象 （原作者：C. G. Weissman）。新北市：前景文化。杜強（民101）。SPSS統計分析完全學習手冊。台北市：佳魁資訊。邱慧菁（譯）（民 97）。品牌個性影響力：數位時代的口碑行銷 （原作者：Rohit Bhargava）。台北市：美商麥格羅．希爾股份有限公司。俞洪亮（主編）（民101）。商管研究資料分析：SPSS的應用。台北市：華泰文化）。段瑞涵（民103）。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，未出版，台北市。張芳全（民102）。統計就是要這樣跑（第三版）。新北市：心理出版社。張芳全（民103）。問卷就是要這樣編（第二版）。新北市：心理出版社。張聖萱（民101）。企業採行高訊息招募策略對組織吸引力與口碑散佈意願之影響研究-以涉入程度與雇主品牌為干擾變項。國立政治大學心理學研究所，未出版，台北市。蔡志明（民95）。網路招募廣告的負向訊息比例與重要性對組織吸引力之影響及其相關干擾效果。國立政治大學心理學研究所，未出版，台北市。駱少康（譯）（民 101）。行銷管理 （原作者：Philip Kotler, Kevin Lane Keller）。臺北市：臺灣培生教育，臺灣東華書局。二、 英文資料Amber, T. & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185-206.Backhias, K. & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517.Bauer, T. & Aiman- Smith, L. (1996). Green career choice: The influence of ecological stance on recruiting. Journal of Business and Psychology, 10(4), 445-458.Berry, L. L. (1981). The employer as the customer. Journal of Retail Banking, 3(March), 33-40.Cable, D. M. & Judge, T. A. (1996). Person-organization fit job choice decisions, and organizational entry. Organizational Behavior and Human Decision Processes, 67(3), 294-311.Chapman, D. S. Uggerslev, K. L., Carroll, S.A., Piasentin, K. A. & Jones, D. A. (2005). Applicant attraction to organizations and job choice: A meta-analytic review of the correlates of recruiting outcomes. Journal of Applied Psychology, 90(5), 928-944.Collin, C. J. & Han, J. (2004). Exploring applicant pool quantity and quality: The effect of early recruitment practice strategies, corporate advertising, and firm reputation. Personal Psychology, 57(3), 658-717.Collin, C. J. & Stevens, C. K. (2002). The relationship between early recruitment related activities and the application decisions of new labor-market entrants: A brand quality approach to recruitment. Journal of Applied Psychology, 87(6), 1121-1133.Fombrun, C. & Shanley, M. (1990) What`s in a name? Reputation building and corporate strategy. The Academy of Management Journal, 33(2), 233-258.Herman, R. E. & Gioia-Herman, J. L. (2001) What companies do beyond the basics to retain scarce talent. Journal of Organizational Excellence, 20(3), 35-40.Highhouse, S., Lievens, F., & Sinar, E. F. (2003) Measuring attraction to organization. Education and Psychological Measurement, 63(6), 986-1001.Howe, V. Lee, T. W. & Maurer, S. D. (1992) Organizational recruiting as marketing management: An interdisciplinary study of engineer graduates. Personal Psychology, 45(4), 807-833.Keller, K. L. (1993). Conceptualizing, measuring and managing customer brand equity. Journal of Marketing, 57(1), 1-22.Sullivan, J. (2004). Eight elements of a successful employment brand. ER Daily, 23 February, available at: https://www.ere.net/the-8-elements-of-a-successful-employment-brand/(assessed January 11, 2019).Lloyd, S. (2002). Branding from the inside out. Business Review Weekly, 24(1), 64-66.Tajfel, H. (1982). Social psychological of intergroup relations. Annual Review of Psychology, 33(1), 1-39.Tom, V. R. (1971). The role of personality and organizational images in the recruiting process. Organizational Behavior and Human Performance, 6(5), 573-592.Turban, D. B., Forret, M. L.& Hendrickson, C.L. (1998). Applicant attraction to firms- influences of organization reputation, job and organizational attributes, and recruiter behaviors. Journal of Vocational Behavior, 52(1), 24-44.Turban, D. B. & Greening, D.W. (1997). Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, 40(3), 658-673.Turban, D. B. & Keon, T. L. (1993). Organizational attractiveness: An interactionist perspective. Journal of Applied Psychology, 78(2), 184-193. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363029資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363029 資料類型 thesis dc.contributor.advisor 樓永堅 zh_TW dc.contributor.advisor Lou, Yung-Chien en_US dc.contributor.author (Authors) 錢恩慈 zh_TW dc.contributor.author (Authors) Chien, En-Tzu en_US dc.creator (作者) 錢恩慈 zh_TW dc.creator (作者) Chien, En-Tzu en_US dc.date (日期) 2019 en_US dc.date.accessioned 1-Jul-2019 11:12:22 (UTC+8) - dc.date.available 1-Jul-2019 11:12:22 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2019 11:12:22 (UTC+8) - dc.identifier (Other Identifiers) G0106363029 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124258 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 106363029 zh_TW dc.description.abstract (摘要) 奠基於「員工如同消費者」的概念，雇主之於員工就如同產品之於消費者。企業期望商品能夠暢銷，深度瞭解消費者需求並擬定有效的產品行銷活動是成功關鍵；而企業期望能吸納對於組織有貢獻的員工，深度暸解潛在員工並透過有效管道傳遞企業所能提供的利益，將有助於企業招募行銷活動。因此，本研究主要目的是深度探討潛在員工在求職選擇雇主時會考慮的因素，以及對於企業本身的想法與感受，以期勾勒出目標潛在員工的輪廓，有助於後續擬定招募行銷策略，最終目標是能找到不僅為「好」的人才，並且是能認同公司經營理念之「對」的人才。本研究建構於「雇主品牌（employer branding）與「組織吸引力（organizational attractiveness）」兩大主軸。在雇主品牌的層面，透過深度分析潛在員工對於雇主品牌的觀點，並將樣本作分群，即洞察到不同的群體在選擇雇主時考慮的因素不盡相同。在組織吸引力的層面，分析不同群體間對於企業組織吸引力的程度，亦即對於該企業的好感度，找出目標潛在員工。 zh_TW dc.description.abstract (摘要) Based on the concept of employee as customer, we can compare employee-employer relationship to customer-product relationship. If a company is willing to make their products or services to be best seller, the key of success is extremely important to know the insights of their target audiences and make suitable marketing strategy. On the other hand, if a company desire to hire employee that fits the organization, employer must well understand what talents really want and deliver benefits that the company can offer.This study aims to assist a company get to know more about which factor that talents will take into consideration when they are looking for a job as well as how they think about the case company. After outlining the potential employees, we can develop the hiring marketing strategy according to the insights. The final goal is to attract not only the ‘good’ talent but also the ‘right’ talent who is committed to the vision of the company. So, this research is constructed on the two bases ‘employer branding’ and ‘organizational attractiveness’.With the analysis of the potential employee’s viewpoint of employer brand, we can cluster potential employees and figure out their consideration when seeking a job by different groups. Furthermore, by analyzing attractiveness of each cluster we can find out the target employees and make suitable hiring marketing strategy en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究動機 1第二節 研究背景 2第三節 研究目的 3第四節 研究流程 4第二章 文獻探討 5第一節 雇主品牌 5第二節 組織吸引力 8第三節 雇主品牌與組織吸引力 10第三章 研究方法 12第一節 研究對象 12第二節 研究架構 14第三節 研究變項與測量工具 15第四章 研究結果 17第一節 樣本結構分析 17第二節 因素分析 22第三節 迴歸分析 34第四節 集群分析 52第五節 單因子變異數分析 55第六節 五大集群與「人口統計變項」分析 59第五章 結論與建議 68第一節 結論 68第二節 建議 73參考資料 77附錄 80 zh_TW dc.format.extent 2205879 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363029 en_US dc.subject (關鍵詞) 雇主品牌 zh_TW dc.subject (關鍵詞) 組織吸引力 zh_TW dc.subject (關鍵詞) Employer Branding en_US dc.subject (關鍵詞) Organizational Attractiveness en_US dc.title (題名) 雇主品牌與組織吸引力之研究-以信義房屋為例 zh_TW dc.title (題名) A Research of Employer Branding and Organization Attractiveness: A Case Study of Sinyi Group en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文資料李明樹（譯）（民 96）。打造雇主品牌形象 （原作者：C. G. Weissman）。新北市：前景文化。杜強（民101）。SPSS統計分析完全學習手冊。台北市：佳魁資訊。邱慧菁（譯）（民 97）。品牌個性影響力：數位時代的口碑行銷 （原作者：Rohit Bhargava）。台北市：美商麥格羅．希爾股份有限公司。俞洪亮（主編）（民101）。商管研究資料分析：SPSS的應用。台北市：華泰文化）。段瑞涵（民103）。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，未出版，台北市。張芳全（民102）。統計就是要這樣跑（第三版）。新北市：心理出版社。張芳全（民103）。問卷就是要這樣編（第二版）。新北市：心理出版社。張聖萱（民101）。企業採行高訊息招募策略對組織吸引力與口碑散佈意願之影響研究-以涉入程度與雇主品牌為干擾變項。國立政治大學心理學研究所，未出版，台北市。蔡志明（民95）。網路招募廣告的負向訊息比例與重要性對組織吸引力之影響及其相關干擾效果。國立政治大學心理學研究所，未出版，台北市。駱少康（譯）（民 101）。行銷管理 （原作者：Philip Kotler, Kevin Lane Keller）。臺北市：臺灣培生教育，臺灣東華書局。二、 英文資料Amber, T. & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185-206.Backhias, K. & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517.Bauer, T. & Aiman- Smith, L. (1996). Green career choice: The influence of ecological stance on recruiting. Journal of Business and Psychology, 10(4), 445-458.Berry, L. L. (1981). The employer as the customer. Journal of Retail Banking, 3(March), 33-40.Cable, D. M. & Judge, T. A. (1996). Person-organization fit job choice decisions, and organizational entry. Organizational Behavior and Human Decision Processes, 67(3), 294-311.Chapman, D. S. Uggerslev, K. L., Carroll, S.A., Piasentin, K. A. & Jones, D. A. (2005). Applicant attraction to organizations and job choice: A meta-analytic review of the correlates of recruiting outcomes. Journal of Applied Psychology, 90(5), 928-944.Collin, C. J. & Han, J. (2004). Exploring applicant pool quantity and quality: The effect of early recruitment practice strategies, corporate advertising, and firm reputation. Personal Psychology, 57(3), 658-717.Collin, C. J. & Stevens, C. K. (2002). The relationship between early recruitment related activities and the application decisions of new labor-market entrants: A brand quality approach to recruitment. Journal of Applied Psychology, 87(6), 1121-1133.Fombrun, C. & Shanley, M. (1990) What`s in a name? Reputation building and corporate strategy. The Academy of Management Journal, 33(2), 233-258.Herman, R. E. & Gioia-Herman, J. L. (2001) What companies do beyond the basics to retain scarce talent. Journal of Organizational Excellence, 20(3), 35-40.Highhouse, S., Lievens, F., & Sinar, E. F. (2003) Measuring attraction to organization. Education and Psychological Measurement, 63(6), 986-1001.Howe, V. Lee, T. W. & Maurer, S. D. (1992) Organizational recruiting as marketing management: An interdisciplinary study of engineer graduates. Personal Psychology, 45(4), 807-833.Keller, K. L. (1993). Conceptualizing, measuring and managing customer brand equity. Journal of Marketing, 57(1), 1-22.Sullivan, J. (2004). Eight elements of a successful employment brand. ER Daily, 23 February, available at: https://www.ere.net/the-8-elements-of-a-successful-employment-brand/(assessed January 11, 2019).Lloyd, S. (2002). Branding from the inside out. Business Review Weekly, 24(1), 64-66.Tajfel, H. (1982). Social psychological of intergroup relations. Annual Review of Psychology, 33(1), 1-39.Tom, V. R. (1971). The role of personality and organizational images in the recruiting process. Organizational Behavior and Human Performance, 6(5), 573-592.Turban, D. B., Forret, M. L.& Hendrickson, C.L. (1998). Applicant attraction to firms- influences of organization reputation, job and organizational attributes, and recruiter behaviors. Journal of Vocational Behavior, 52(1), 24-44.Turban, D. B. & Greening, D.W. (1997). Corporate social performance and organizational attractiveness to prospective employees. Academy of Management Journal, 40(3), 658-673.Turban, D. B. & Keon, T. L. (1993). Organizational attractiveness: An interactionist perspective. Journal of Applied Psychology, 78(2), 184-193. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900114 en_US
