應用聯合分析法衡量求職者認知之雇主品牌

Abstract

在台灣優秀人才不斷流失的國際競爭環境中，加上台灣少子化趨勢日形嚴重，造成市場上人才搶奪大戰。除了政府應該正視這個問題外，企業更應該在留才和徵才的策略上趕上國際水準。雇主品牌的發展提供企業一個很好的思考和策略方向。本論文集中探討雇主品牌在徵才議題上，求職者所重視的雇主品牌屬性，以作為企業發展雇主品牌時的參考。 本論文應用聯合分析法的架構，選出雇主品牌的重要屬性及各屬性的不同水準設計問卷，並於2012年各大學校園徵才活動時進行問卷調查。透過聯合分析法的分析，衡量求職者對企業的雇主品牌權益的認知程度，並進一步分析求職者在選擇工作時的考量因素的前後順序。同時，也依求職者就讀學校、科系的不同，居住地區的不同，分析是否會影響到求職者的選擇偏好。 研究結果指出，求職者在選擇公司時考量因素的先後順序為：最重視薪資、其次是領導方式，第三是公司品牌，其他因素的影響不大。

In response to a significant exodus of talent and experience in the past decade and likely in the next two decades along with a dearth of new employees stepping into crucial business leadership roles all over the world, the government of Taiwan should heed the issue of the “talent war.” Likewise Taiwanese companies need to take actions to retain, engage, and attract those with talent. Developing strong employer branding is one of the most promising strategies for Taiwanese companies. This thesis is focused on identifying some important attributes of employer branding that attract talented individuals and through the method of conjoint analysis, ranking these attributes for the companies’ reference. To this end I conducted a survey at campus recruitment events held at 7 universities in 2012. By measuring the employer branding equity and evaluating job-seeker preferences across their degree, school, major, and location I evaluate the job-seeker preferences of this snapshot of the future workforce. The results of analysis indicate the factors that most job seekers take into more serious consideration are: Salary, Leadership, and Brand.