應用聯合分析法衡量雇主品牌權益—以美妝產業為例

Abstract

美妝產業近幾年蓬勃發展，不論在國內抑或是國外，美妝市場的需求不斷提升且競爭日益激烈，各大美妝集團除了在消費市場上要吸引消費者購買產品，更要在人力資源市場上招募到優秀的人才來替企業創造更高的價值。然而在少子化以及國際化影響下，人才在全球間流動，要替企業找到合適的人選並不容易，因此將行銷領域的「品牌經營管理」概念導入人力資源管理做運用，產生「雇主品牌策略」。本論文主要研究求職者在搜尋職缺時會注重的屬性，並深入探討雇主品牌對求職的影響，以提供企業未來徵才時可發展的雇主品牌策略參考。 本論文應用聯合分析模型作為分析工具，並依此架構進行問卷設計，於問卷回收完成後進行層級貝氏模型資料分析，衡量不同區隔之求職者對徵才企業的雇主品牌權益，更進一步分析求職者在選擇職缺時所考量的因素重要順序。層級貝氏模型的兩階段後驗修正，在求職者存在有差異性時可幫助消除此異質性變數之影響，更能準確衡量出區隔內求職者的偏好結構。 研究結果指出，求職者在選擇工作時所重視的考量因素依序為：薪資（月薪）、組織文化、徵才企業（品牌）、加班以及福利項目，而晉升參考指標、獎金制度和在職專業訓練對於求職者的影響並不大。

The beauty industry has flourished in recent years. Whether in Taiwan or abroad, the demand for the beauty market continues to increase and competition is becoming increasingly fierce. In addition to attracting consumers to purchase products in the consumer market, the major beauty groups must also recruit excellent talents in the human resources market to create higher value for the enterprise. However, under the influence of declining birthrate and internationalization, talents are flowing around the world, and it is not easy to find suitable candidates for enterprises. Therefore, the concept of 'brand management' in the marketing field was introduced into human resource management for use, resulting in 'employer brand strategy'. This thesis mainly studied the attributes that job seekers will pay attention to when searching for vacancies, and deeply discussed the impact of employer brand on job search, so as to provide a reference for employer brand strategy that enterprises can develop in the future recruitment. The conjoint analysis model was used as an analysis tool, and the questionnaire design was based on this framework. After the questionnaire recovery is completed, a hierarchical Bayesian model data analysis is conducted to measure the employer brand equity of job seekers in different segments, and further analyze the order of important attributes considered by job seekers when selecting vacancies. The two-stage posterior correction of the hierarchical Bayesian model can help eliminate the impact of the heterogeneity variable when there are differences among job seekers, and can more accurately measure the preference structure of job seekers within the segment. The results of the study indicate that the consideration attributes that job seekers attach importance to when choosing a job are: salary (monthly salary), organizational culture, recruitment enterprise (brand), overtime, and welfare programs, while promotion reference indicators, bonus systems, and on-the-job professional training have little impact on job seekers.