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題名 在台企業雇主品牌評量指標發展與推動現況之研究
A Study of Developing Indicators and Evaluating the Practices for Employer Branding of Seven Enterprises in Taiwan作者 段瑞涵
Duan, Rui Han貢獻者 蔡維奇
Tsai, Wei Chi
段瑞涵
Duan, Rui Han關鍵詞 雇主品牌
衡量指標
在台企業
Employer Branding
Indicators
Enterprises in Taiwan日期 2014 上傳時間 1-Apr-2015 10:06:15 (UTC+8) 摘要 現今社會發展愈來愈成熟，企業在人才市場上也開始面臨人才短缺的問題，面對這樣的競爭態勢，如何塑造一個成功的雇主品牌來吸引好人才就顯得更加重要，一個好的雇主品牌不僅可增加對求職者的吸引力，同時還可確認並強化企業獨特的價值、特質與風格，使得該企業能夠相較於同業擁有差異化的優勢。 然而綜觀過去的研究後發現，目前尚無一個可以用來衡量台灣企業在雇主品牌經營上的評量依據，故本研究試圖透過整理過去文獻歸納出雇主品牌的實際內容，並使用質化研究中的訪談法做為研究方式，試圖以此方式蒐集更豐富的資料來了解台灣企業界對於雇主品牌經營的實際作為，進而對台灣企業的經營管理有所貢獻。 本研究最終有兩個主要的產出，第一，是透過文獻的整理歸納出一個可用來評量公司雇主品牌經營項況的九個衡量指標，可提供給有意經營雇主品牌的企業進行自我檢視。第二，則是透過此衡量指標去對在台七間公司進行雇主品牌經營現況的檢視和比較，進而提供在台企業未來在經營雇主品牌上的建議。
As social development gradually improves and competition for talents increases, more and more enterprises start to face the problem of talent shortage in the labor market. In such context, it becomes especially important for enterprises to create successful Employer Branding to attract talented people; a good Employer Branding can not only increase the attraction of the talented applicants, but also help the enterprises to confirm and strengthen their unique values, characteristics and the style of their companies. Most important of all, a good Employer Branding can therefore create differentiated advantages compared to the others. In reviewing past relevant research, I am unable to find a proper way to measure the management of Employer Branding for the companies in Taiwan. Therefore, this thesis attempts to sort out the actual content of Employer Branding from past studies, try to get as much information as possible regarding the actual situation in the enterprises in Taiwan by using qualitative methods, and contribute to the management of enterprises in Taiwan. There are two major outputs from this thesis. Firstly, this thesis has identified nine indicators for the evaluation of Employer Branding, which can be used as a self-inspection for those enterprises who want to build the Employer Branding. Secondly, this thesis has applied the nine indicators to the investigation of seven companies in Taiwan to understand the current situation of their Employer Branding practices and to provide further suggestions about the Employer Branding to the enterprises in Taiwan.參考文獻 一、 中文部分吳芝儀、李奉如（譯）（1995）。質的評鑑與研究（原作者:Michael Quinn Patton）。台北市:桂冠圖書股份有限公司。（原著出版年：1990）李永賢、周海濤、張蘅 （譯）（2009）。個案研究－設計與方法（原作者：Robert K. Yin）。臺北市：五南圖書出版股份有限公司。（原著出版年：2003）金恩堯（譯）（2006）。品牌就是王牌(原作者:Marshall King)。 新北市:前景文化。（原著出版年：2006）洪順慶（2008）。行銷管理。臺北市：福懋出版社。蕭妃伶（2006）。雇主品牌之研究－內部與外部行銷觀點。國立中山大學人力資源管理研究所。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在職專班。行政院主計處。中華民國行業標準分類（2011年3月，第九次修訂）。取自http://www.dgbas.gov.tw/public/Attachment/342210594471.pdf 二、 英文部分Aaker, D. A. (1990). Consumer Evaluations of Brand Extensions, Journal of Marketing, 54, 27-41.Ambler, T. and Barrow, S. (1996). The employer Brand. Journal of Brand management, 4, 185-206.Backhaus, K. & Tikoos, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9, 501-517.Berry, L.L. (1981). The employee as customer. Journal of Retail Banking, 3, 33-40.Berry,L. L. (1984). Services Marketing is different, in：C. H. Lovelock（Ed.） Service Marketing, New York：Prentice Hall.Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating Company : Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.Collins, C. J. (2002). The effects of company recruitment practices on job seekers’ perceived employment brand equity and intentions to pursue job opportunities. Academy of Management Proceedings, A1-A6Ewing, M.T., Pitt, L.F., de Bussy, N.M. and Berthon, P. (2002). Employment branding in the knowledge economy. International Journal of Advertising, 21, 3-22.The Economic Times（2012）. Five steps to develop a strong employer brand. available at : http://articles.economictimes.indiatimes.com/2012-10-27/news/34765268_1_brand-ambassadors-attractive-employer-employer-value-proposition(accessed May 21, 2014).Flipo, J-P. (1986). Service Firms: Interdependence of external and internal marketing strategies. European Journal of Marketing, 20, 5-14.Foreman, S. K. & Money, A. H. (1995). Internal Marketing: concepts, measurement and application. Journal of Marketing Management, 11, 755-768.Frook, J.E. (2001). Burnish your brand from the inside. B to B, 86, 1-2.George, W.R. (1977). The retailing of services - a challenging future. Journal of Retailing, Fall, 85-98.Glick, W. H. (1985). Conceptualizing and measuring organizational and psychological climate: Pitfalls in multilevel research. Academy of Management Review, 10, 601-616.Grönroos, C.(1982). Strategic management and marketing in the service sector. Helsingfors, Finland：Swedish school of economics and business administration. Guest D.E. (1995). Human resource management and performance: a review and research agenda. The International Journal of Human Resource Management, 5, 267-299.Hoye G. V. & Lievens, F. (2005). Recruiting-Related Information Sources and Organizational Attractiveness: Can Something Be done about Negative Publicity. International Journal of Selection and Assessment, 13, 179-187Lloyd, S. (2002). Branding from the inside out. Business Review Weekly, 24, 64-66.Palmer, A. (2001). Principles of Services Marketing, (3rd ed.). Berkshire：McGraw Hill.Sullivan, S. (1999). The changing nature of careers: a review and research agenda. Journal of Management, 25, 457-75.Sullivan, J. (2002). Crafting-a-lofty-employment-brand-a-costly-proposition. ER Daily, 25 November, available at:http://www.ere.net/2002/11/25/crafting-a-lofty-employment-brand-a-costly-proposition/ (accessed May 31, 2014).Sullivan, J. (2004). Eight elements of a successful employment brand. ER Daily, 23 February, available at: http://www.ere.net/2004/02/23/the-8-elements-of-a-successful-employment-brand/ (accessed May 31, 2014).The Conference Board. (2001). Engaging Employees through Your Brand. New York: The conference Board.Yin, R. K., (1985). Case Study Research : Design and methods. CA: Sage Publications.Zeithaml, V. A. and Bitner, M. J., (2003). Services Marketing: Integrating Customer Focus across the Firm (1st ed.). New York : McGraw-Hill. 描述 碩士
國立政治大學
企業管理研究所
101355014
103資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355014 資料類型 thesis dc.contributor.advisor 蔡維奇 zh_TW dc.contributor.advisor Tsai, Wei Chi en_US dc.contributor.author (Authors) 段瑞涵 zh_TW dc.contributor.author (Authors) Duan, Rui Han en_US dc.creator (作者) 段瑞涵 zh_TW dc.creator (作者) Duan, Rui Han en_US dc.date (日期) 2014 en_US dc.date.accessioned 1-Apr-2015 10:06:15 (UTC+8) - dc.date.available 1-Apr-2015 10:06:15 (UTC+8) - dc.date.issued (上傳時間) 1-Apr-2015 10:06:15 (UTC+8) - dc.identifier (Other Identifiers) G0101355014 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/74265 - 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 zh_TW dc.description (描述) 101355014 zh_TW dc.description (描述) 103 zh_TW dc.description.abstract (摘要) 現今社會發展愈來愈成熟，企業在人才市場上也開始面臨人才短缺的問題，面對這樣的競爭態勢，如何塑造一個成功的雇主品牌來吸引好人才就顯得更加重要，一個好的雇主品牌不僅可增加對求職者的吸引力，同時還可確認並強化企業獨特的價值、特質與風格，使得該企業能夠相較於同業擁有差異化的優勢。 然而綜觀過去的研究後發現，目前尚無一個可以用來衡量台灣企業在雇主品牌經營上的評量依據，故本研究試圖透過整理過去文獻歸納出雇主品牌的實際內容，並使用質化研究中的訪談法做為研究方式，試圖以此方式蒐集更豐富的資料來了解台灣企業界對於雇主品牌經營的實際作為，進而對台灣企業的經營管理有所貢獻。 本研究最終有兩個主要的產出，第一，是透過文獻的整理歸納出一個可用來評量公司雇主品牌經營項況的九個衡量指標，可提供給有意經營雇主品牌的企業進行自我檢視。第二，則是透過此衡量指標去對在台七間公司進行雇主品牌經營現況的檢視和比較，進而提供在台企業未來在經營雇主品牌上的建議。 zh_TW dc.description.abstract (摘要) As social development gradually improves and competition for talents increases, more and more enterprises start to face the problem of talent shortage in the labor market. In such context, it becomes especially important for enterprises to create successful Employer Branding to attract talented people; a good Employer Branding can not only increase the attraction of the talented applicants, but also help the enterprises to confirm and strengthen their unique values, characteristics and the style of their companies. Most important of all, a good Employer Branding can therefore create differentiated advantages compared to the others. In reviewing past relevant research, I am unable to find a proper way to measure the management of Employer Branding for the companies in Taiwan. Therefore, this thesis attempts to sort out the actual content of Employer Branding from past studies, try to get as much information as possible regarding the actual situation in the enterprises in Taiwan by using qualitative methods, and contribute to the management of enterprises in Taiwan. There are two major outputs from this thesis. Firstly, this thesis has identified nine indicators for the evaluation of Employer Branding, which can be used as a self-inspection for those enterprises who want to build the Employer Branding. Secondly, this thesis has applied the nine indicators to the investigation of seven companies in Taiwan to understand the current situation of their Employer Branding practices and to provide further suggestions about the Employer Branding to the enterprises in Taiwan. en_US dc.description.tableofcontents 謝 辭 I摘 要 IIABSTRACT III目 錄 IV表目錄 V圖目錄 V第一章 緒論 1第一節 研究背景 1第二節 研究動機與目的 2第三節 研究流程 3第四節 論文架構 5第二章 文獻回顧 6 第一節 品牌 6 第二節 雇主品牌 7 第三節 內、外部行銷 9 第四節 應用內、外部行銷至雇主品牌 10第三章 研究一 14 第一節 研究方法 14 第二節 研究結果 18第四章 研究二 37 第一節 研究方法 37 第二節 研究結果 39第五章 結論與建議 50 第一節 結論與研究貢獻 50 第二節 企業實務建議 51 第三節 研究限制與後續研究建議 55參考文獻 58附錄一 研究一訪談題目大綱 61附錄二 研究二訪談題目大綱和對應衡量指標 62表目錄表 2-1 初版企業雇主品牌經營衡量指標 13表 3-1 個案公司訪談對象和時間整理 15表 4-1 評分者實際進行之評分問卷內容摘錄範本 44表 4-2 ICC(2)公式和各衡量指標之得分 45表 4-3 七間公司各衡量指標及三大構面的平均得分 46表 4-4 各公司在12位評分者所獲得之平均分數 47表 5-1 研究一之個案公司企業文化價值觀或企業形象摘要 52表 5-2 研究二個案公司之雇主品牌內涵 52圖目錄圖 1-1 研究流程圖 4圖 2-1 蕭妃伶 (2006)之雇主品牌的概念架構 11圖 5-1 F公司雇主品牌經營內涵「幸福方程式」詳細內容 53 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101355014 en_US dc.subject (關鍵詞) 雇主品牌 zh_TW dc.subject (關鍵詞) 衡量指標 zh_TW dc.subject (關鍵詞) 在台企業 zh_TW dc.subject (關鍵詞) Employer Branding en_US dc.subject (關鍵詞) Indicators en_US dc.subject (關鍵詞) Enterprises in Taiwan en_US dc.title (題名) 在台企業雇主品牌評量指標發展與推動現況之研究 zh_TW dc.title (題名) A Study of Developing Indicators and Evaluating the Practices for Employer Branding of Seven Enterprises in Taiwan en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 一、 中文部分吳芝儀、李奉如（譯）（1995）。質的評鑑與研究（原作者:Michael Quinn Patton）。台北市:桂冠圖書股份有限公司。（原著出版年：1990）李永賢、周海濤、張蘅 （譯）（2009）。個案研究－設計與方法（原作者：Robert K. Yin）。臺北市：五南圖書出版股份有限公司。（原著出版年：2003）金恩堯（譯）（2006）。品牌就是王牌(原作者:Marshall King)。 新北市:前景文化。（原著出版年：2006）洪順慶（2008）。行銷管理。臺北市：福懋出版社。蕭妃伶（2006）。雇主品牌之研究－內部與外部行銷觀點。國立中山大學人力資源管理研究所。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在職專班。行政院主計處。中華民國行業標準分類（2011年3月，第九次修訂）。取自http://www.dgbas.gov.tw/public/Attachment/342210594471.pdf 二、 英文部分Aaker, D. A. (1990). Consumer Evaluations of Brand Extensions, Journal of Marketing, 54, 27-41.Ambler, T. and Barrow, S. (1996). The employer Brand. Journal of Brand management, 4, 185-206.Backhaus, K. & Tikoos, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9, 501-517.Berry, L.L. (1981). The employee as customer. Journal of Retail Banking, 3, 33-40.Berry,L. L. (1984). Services Marketing is different, in：C. H. Lovelock（Ed.） Service Marketing, New York：Prentice Hall.Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating Company : Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.Collins, C. J. (2002). The effects of company recruitment practices on job seekers’ perceived employment brand equity and intentions to pursue job opportunities. Academy of Management Proceedings, A1-A6Ewing, M.T., Pitt, L.F., de Bussy, N.M. and Berthon, P. (2002). Employment branding in the knowledge economy. International Journal of Advertising, 21, 3-22.The Economic Times（2012）. Five steps to develop a strong employer brand. available at : http://articles.economictimes.indiatimes.com/2012-10-27/news/34765268_1_brand-ambassadors-attractive-employer-employer-value-proposition(accessed May 21, 2014).Flipo, J-P. (1986). Service Firms: Interdependence of external and internal marketing strategies. European Journal of Marketing, 20, 5-14.Foreman, S. K. & Money, A. H. (1995). Internal Marketing: concepts, measurement and application. Journal of Marketing Management, 11, 755-768.Frook, J.E. (2001). Burnish your brand from the inside. B to B, 86, 1-2.George, W.R. (1977). The retailing of services - a challenging future. Journal of Retailing, Fall, 85-98.Glick, W. H. (1985). Conceptualizing and measuring organizational and psychological climate: Pitfalls in multilevel research. Academy of Management Review, 10, 601-616.Grönroos, C.(1982). Strategic management and marketing in the service sector. Helsingfors, Finland：Swedish school of economics and business administration. Guest D.E. (1995). Human resource management and performance: a review and research agenda. The International Journal of Human Resource Management, 5, 267-299.Hoye G. V. & Lievens, F. (2005). Recruiting-Related Information Sources and Organizational Attractiveness: Can Something Be done about Negative Publicity. International Journal of Selection and Assessment, 13, 179-187Lloyd, S. (2002). Branding from the inside out. Business Review Weekly, 24, 64-66.Palmer, A. (2001). Principles of Services Marketing, (3rd ed.). Berkshire：McGraw Hill.Sullivan, S. (1999). The changing nature of careers: a review and research agenda. Journal of Management, 25, 457-75.Sullivan, J. (2002). Crafting-a-lofty-employment-brand-a-costly-proposition. ER Daily, 25 November, available at:http://www.ere.net/2002/11/25/crafting-a-lofty-employment-brand-a-costly-proposition/ (accessed May 31, 2014).Sullivan, J. (2004). Eight elements of a successful employment brand. ER Daily, 23 February, available at: http://www.ere.net/2004/02/23/the-8-elements-of-a-successful-employment-brand/ (accessed May 31, 2014).The Conference Board. (2001). Engaging Employees through Your Brand. New York: The conference Board.Yin, R. K., (1985). Case Study Research : Design and methods. CA: Sage Publications.Zeithaml, V. A. and Bitner, M. J., (2003). Services Marketing: Integrating Customer Focus across the Firm (1st ed.). New York : McGraw-Hill. zh_TW
