臺灣博碩士論文加值系統

　　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.

謝 辭 I
摘 要 II
ABSTRACT 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

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