| Abstract: | 後疫情時代的台灣，勞動市場正面臨著前所未有的人力短缺挑戰，這一現象已經引起了廣泛的關注。近期，知名藝人陶晶瑩所創立的餐飲品牌「辣杯杯」退出百貨公司，原因在於「請不到人」。這一案例凸顯了人手短缺對企業營運的嚴重挑戰，尤其是在疫情後人力匱乏的新常態下。
面對這種新常態，企業為了生存與長期發展，必須積極應對並思考如何改變現狀。許多企業雖然致力於招募人才，但卻忽視了員工為何離職以及如何留住他們的問題。高離職率不僅會帶來招募、培訓及入職的直接成本，還有生產力損失、知識流失、員工士氣下降及品牌形象受損等間接成本。持續高離職率可能暗示著企業存在根本性問題，例如管理不良、薪資偏低或工作環境不佳等。
員工體驗與離職率有著密切相關。員工體驗指的是員工在與雇主互動過程中的整體感受，涵蓋工作環境、企業文化、技術支持、學習和發展機會等多方面。高品質的員工體驗有助於吸引及留住頂尖人才，提升生產力，增強員工的忠誠度和滿意度，並促進正向的企業文化發展。在當前勞動市場中，員工體驗已成為企業競爭力的核心要素。
本論文在探討，依據邱志聖教授(2020)的策略行銷分析4C架構來發展出具體的員工策略以改善員工滿意度降低離職率，並積極應對未來的挑戰。同時，也強調企業必須啟動4C長期動態策略的分析，漸進式的轉變公司文化和價值觀，以吸引和保留新一代人才，最終提升企業的雇主品牌形象來打造永續的人力池。
In the post-pandemic era, Taiwan's labor market is facing unprecedented challenges of manpower shortage, a phenomenon that has garnered widespread attention. Recently, the departure of the restaurant brand "La Cup Cup," founded by the well-known artist Tao Jingying, from department stores due to "inability to hire staff" highlights the severe challenges of staff shortages for business operations, especially under the new normal of labor scarcity post-pandemic.
Faced with this new normal, businesses must actively respond and contemplate changes for survival and long-term development. While many companies strive to recruit talent, they often overlook the reasons behind employee turnover and how to retain their staff. High turnover rates not only incur direct costs such as recruitment, training, and onboarding but also lead to indirect costs like loss of productivity, knowledge drain, decreased employee morale, and damaged brand image. Persistent high turnover rates may indicate fundamental issues within a company, such as poor management, low wages, or unfavorable working conditions.
Employee experience is closely related to turnover rates. It refers to the overall feelings of employees during their interaction with the employer, encompassing aspects such as the work environment, corporate culture, technical support, learning, and development opportunities. A high-quality employee experience helps in attracting and retaining top talent, enhancing productivity, boosting employee loyalty and satisfaction, and fostering a positive corporate culture. In the current labor market, employee experience has become a core element of corporate competitiveness.
This thesis explores specific employee strategies to improve satisfaction and reduce turnover rates, proactively addressing future challenges, based on Professor Chiu Chi-Sheng's (2020) Strategic Marketing Analysis 4C Framework. It also emphasizes the necessity for businesses to initiate a long-term dynamic analysis of the 4C strategy, progressively transforming company culture and values to attract and retain a new generation of talent, ultimately enhancing the employer's brand image to build a sustainable workforce pool. |
