以選擇式聯合分析法衡量雇主品牌權益－以電商產業為例

Abstract

現今有許多研究專注於品牌權益的分析與評估，其中也不少研究以聯合分析法分析品牌權益與價格的抵換關係，卻鮮少研究以量化方式探討人力市場中的雇主品牌權益，透過薪資來換算為雇主品牌權益的差異。在現今競爭的就業市場中，公司除了開出高薪吸引人才，公司本身所擁有的雇主品牌權益也是影響徵才的重要因素，此時如何建立、衡量以及提升雇主品牌權益，漸漸成為了企業越趨重視的議題。 本研究以選擇式聯合分析法搭配層級貝氏方法，以提供受測者不同職缺組合來做選擇和取捨的方式，評估求職者對於不同職缺屬性水準的偏好結構以及重視程度。除此之外，採用層級貝氏方法也能了解個人層面的求職者偏好，並納入不同個人層面之變數以分析各個分群之下的偏好差異。最後，本研究也能依照偏好結構的估計結果，估算求職者心中不同品牌的雇主品牌權益價值。本研究也期望提供實務建議予企業之人資部門，使得企業能有依據以提供求職者所偏好的職缺組合，並給予企業建立與提升雇主品牌權益的方向參考。 基於上述，本研究擬採用層級貝氏選擇式聯合分析法，達成以下目的： 1. 針對大專院校在學生和新鮮人求職者，分析整體樣本對於不同電商產業職缺屬性水準的偏好結構與重視程度，並透過薪水與品牌的抵換關係估算其相對雇主品牌權益。 2. 在層級貝氏模型中納入人口統計、求職動機和人格特質等變數，分析不同變數對於職缺成分效用值的干擾效果，並進一步根據求職者之異質性以進行分群，提供企業針對不同人才進行招募時設計相對應職缺的建議。

Many studies nowadays focus on the analysis and evaluation of brand equity. Among them, lots of studies use conjoint analysis to analyze the trade-off relationship between brand equity and price. However, few studies explore employer brand equity in the human market by quantitative method, such as to measure employer brand equity differential by salary. In today's competitive labor market, in addition to offering high salaries to attract talents, the employer brand equity owned by the company is also an important factor influencing recruitment. So, how to establish, measure and enhance the employer brand equity has gradually become an issue valued by corporates. This thesis uses choice-based conjoint analysis method and hierarchical Bayesian method. By providing different combinations of offer packages, we can analyze their choices and trade-offs to evaluate the preference structure and the importance of different job attributes. By using hierarchical Bayesian method, we can also understand their preferences at the individual level, evaluate the moderating effect of different individual variables, and analyze the differences in preferences under each group. Finally, this research can also estimate the value of employer brand equity based on the estimated results of the preference structure. This study hopes to provide practical suggestions to the human resources department and offer them a basis to provide offer packages preferred by different job seekers. Also, this thesis provides enterprises with the direction to establish and enhance the employers brand equity. Consequently, this thesis expects to achieve the following goals by using hierarchical Bayesian method: 1. For students in colleges and social freshmen, analyze the preference structure and importance of attribute for e-commerce offer packages overall and estimate the relative employer brand equity through the relationship between salary and brand. 2. Incorporate variables such as demographics, job motivation and personality traits in the hierarchical Bayesian model, analyze the moderating effects of different variables on the utility value, and further group them according to the heterogeneity of job applicants. In this way, we can provide companies with suggestions of how to design offer packages for different talents when recruiting.