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| Title: | 企業社群媒體內容對雇主品牌及求職意願之影響
The impact of corporate social media content on employer brand and job application intention |
| Authors: | 王品渝
Wang, Pin-Yu |
| Contributors: | 邱志聖
Chiou, Jyh-Shen
王品渝
Wang, Pin-Yu |
| Keywords: | 社群媒體內容
品牌形象
雇主品牌
企業招募
求職意願
social media content
brand image
employer brand
corporate recruitment
job search intention |
| Date: | 2024 |
| Issue Date: | 2024-08-05 11:58:02 (UTC+8) |
| Abstract: | 在當前數位化的商業環境中，社群媒體的影響力日益擴大，深刻改變了企業的
市場行銷策略和人力資源管理模式。本研究旨在探討社群媒體內容對雇主品
牌、求職組織吸引力、品牌喜愛度及求職意願的影響。
首先，本研究指出高質量的社群媒體內容能夠提升品牌的知名度和認同感，並 促進企業與潛在求職者之間的雙向溝通。根據 Lievens 和 Highhouse(2003)的 研究，雇主品牌的積極性、互動和人格化品質對於吸引和留住人才至關重要。 然而，具體哪些類型的內容(如公司活動、員工故事、企業文化展示等)對潛 在求職者的影響最大，尚需進一步探討。本研究通過分析不同類型的社群媒體 內容，揭示其對潛在求職者的吸引力機制。
研究結果顯示，社群媒體上的正面資訊和員工分享的經歷，能夠顯著提升企業 在求職者心中的吸引力。同時，品牌喜愛度對提升求職意願具有重要作用， Nguyen 等人的研究(2015)顯示，高品牌喜愛度意味著求職者對企業的信任和 忠誠度更高，這進一步增強了求職意願。
本研究還探討了雇主品牌及品牌喜愛度對求職組織吸引力的影響，發現雇主品
牌的各個構面，如功能性利益、經濟性利益和心理性利益，對求職組織吸引力
有顯著影響。品牌喜愛度則能通過提升求職者的情感認同來增強組織吸引力。
最後，研究結果表明組織吸引力對求職意願具有顯著影響，反映了求職者對工
作環境、企業文化及職業發展機會的評價。
總結來說，本研究從社群媒體內容出發，探討其如何透過雇主品牌和品牌喜愛
度影響求職組織吸引力和求職意願。通過理解這些變數之間的相互作用，企業
可以更有效地利用社群媒體策略來提升自身的雇主品牌，吸引並保留優秀人
才，從而在激烈的市場競爭中脫穎而出。
In the current digital business environment, the influence of social media continues to expand, profoundly changing corporate marketing strategies and human resource management models. This study aims to explore the impact of social media content on employer brand, job attraction, brand liking, and job application intention.
Firstly, the study indicates that high-quality social media content can enhance brand awareness and recognition, facilitating two-way communication between companies and potential job seekers. According to Lievens and Highhouse (2003), the positivity, interactivity, and personalized qualities of an employer brand are crucial for attracting and retaining talent. However, further investigation is needed to determine which specific types of content (e.g., company events, employee stories, corporate culture) have the greatest impact on potential job seekers. This research analyzes various types of social media content to reveal attractiveness mechanisms to potential job seekers.
The results show that positive information and employee experiences shared on social media significantly enhance the company's attractiveness to job seekers. Additionally, brand liking plays a vital role in increasing job application intentions. Research by Nguyen et al. (2015) indicates that higher brand liking means greater trust and loyalty towards the company, which further strengthens job application intentions.
The study also examines the impact of employer brand and brand liking on job attraction, finding that various dimensions of the employer brand, such as functional, economic, and psychological benefits, significantly influence job attraction. Brand liking enhances organizational attractiveness by increasing job seekers' emotional identification with the company.
Finally, the findings reveal that organizational attractiveness has a significant impact on job application intention, reflecting job seekers' evaluations of the work environment, corporate culture, and career development opportunities.
In conclusion, this study explores how social media content influences job attraction and application intention through employer brand and brand liking. By understanding the interactions between variables, companies can utilize social media strategies to enhance employer brand, attract top talent, and stand out in the competitive market. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
111351039 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111351039 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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