雇主品牌對電視新聞台人才招募影響之研究

Abstract

外部品牌與雇主品牌兩個概念，在文獻中常分別被探討，較少文獻提及以雇主品牌觀點，來進行人力資源管理。本研究透過E媒體集團與N電視台之整合過程，探討雇主品牌效益；參考文獻包含組織變革內部文化轉變的過程與雇主品牌建立的影響，並採取個案分析法，試圖以內部個人(主管、組織文化)的觀點，解釋企業進行品牌短、中期經營時，經歷的流程與困境，並分析其關鍵因素。 研究結果指出，企業在進行外部品牌經營的同時，也必須進行內部品牌塑造，且透過內部品牌建立之流程，使其提升效率及效果；而部門領導者在品牌經營歷程中扮演關鍵角色，不僅在內部能做到招聘、訓練、管理、升遷、調任與授權、明確地向組織成員傳達企業願景與目標外，於外部也能夠爭取到顧客(觀眾、收視者、廣告主)的信任和認同；另外「內部晉升」及「外部招聘」的領導者，採取的作法也有所差異；最後，本研究認為專業、溝通開放、尊重員工、認同企業品牌的組織文化，對於內部品牌能有效率地穩定發展，有正面影響。除此之外，本研究也提出了雇主品牌建立流程化的模型，提供未來欲以雇主品牌進行人力資源管理之企業及單位參考。 本研究旨在引進行銷理論，來處理人資問題。透過雇主品牌觀點的導入，將雇主品牌與心理契約做連結，建構電視新聞台人才招募與雇主品牌建立的模型。

Internal branding and employer branding have been researched respectively and there is only few human resource management research on perspective of employer branding. This research will discuss what the role of employer branding is in merger and acquisition case from N news channel. The literature review in this thesis included internal culture change and the effect of employer branding establishment, and this thesis attempt to discuss the necessary process and key factor that affect corporates how to implement short, medium and long-term brand management. According to research result, when corporate establish external branding, corporate also needs to establish internal branding, that will improve efficiency and effect. Besides, team leader plays an important role in brand management, he / she could not only provide specific provision and goal of recruitment, training, management, promotion, transfer and authorization, but also strive trust and identity for customer. Furthermore, leader take different actions toward internal promotion or external recruitment. Finally, according to the research, a culture with professional, well-communication, respect, and brand identity, will cause a positive effect to establish internal branding. This research also provides a model of employer branding establishment for those corporates that attempt to utilize employer branding theory in human resource management.