雇主品牌與員工工作態度及行為之關聯－ 以策略性人力資源管理制度為調節變項

Abstract

本研究旨在探討雇主品牌對現職員工工作態度及行為之影響。討論雇主品牌之研究多關注於雇主品牌對潛在員工之影響，即研究在招募階段時雇主品牌的效益。然，本研究企圖填補現有文獻之缺口，希冀探討雇主品牌對現職員工之影響。研究對象以台灣地區各縣市、不同組織的全職工作者為樣本，總計回收共630份有效問卷。採用階層迴歸分析，研究結果發現：「雇主品牌」與員工的「工作滿意」、「組織承諾」、「工作績效」、「組織公民行為」有顯著的正向關聯，與「離職意圖」有顯著的負向關聯。且「策略性人力資源管理制度」對各依變項亦為主效果。據此，我們建議企業應致力塑造優良雇主品牌，透過良好的雇主品牌對員工工作態度及行為產生正面影響，進而為組織帶來競爭力。此外，策略性人力資源管理制度亦為雇主品牌外之一有效策略，建議經營者可同時運用此二策略。

The aim of the present study is to explore the relationships between employer brand and employees' work attitudes and behaviors. In the past 20 years, there have been nearly 250 papers pertaining to employer brand, however, most research has focused on its effectiveness in recruitment. In addition, employees’ work attitudes and behaviors may also be affected by organization policies, namely the strategic human resource management practice, which is included in the present study as a moderator.. Using structured questionnaires, we collected data from 630 full-time employees from various organizations in Taiwan. Hierarchical regression analysis showed that “employer brand” had positive effects on job satisfaction, organizational commitment, job performance, and organizational citizen behavior. In contrast, “employer brand” had a negative effect on turnover intention. In this era of holistic marketing, employer brand is an effective internal marketing tool for human resource management. Companies are advised to build up their own employer brand as a powerful employer brand has positive effects on employees. Strategic human resource management practice also has positive effects, thus companies can take a dual-approach in human resource management.