- 學位論文
企業自我成長計劃對潛在優秀員工之吸引力
The Attractiveness of Corporate Self-Growth Program to Potential Quality Employees
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摘要
頂尖人才是企業稀少的資產（Drucker, 2002），企業視人才招募與人才留任為首要任務，由於每一位傑出的員工都是建構強大人才庫的重要一員，且帶領整個組織邁向成功，因此，企業必須看待員工如同對待顧客一般，盡力照顧好他們的「顧客」。行銷活動會影響顧客購買意願及顧客行為，有效的行銷策略可以吸引目標族群；同樣地，人力市場可被視為產品市場、現任員工為內部消費者，而求職者為潛在消費者、工作如同商品（Fyock, 1993）。尤其是在人力資源短缺的情況之下，公司不僅需要重視現任員工，更要著眼於求職者，提供具吸引力的招募資訊以吸引求職者的目光，進而增加求職意願、企業吸引力、對組織的心理契約與組織承諾。因此，本研究探討企業提供自我成長計劃（訓練課程或教育計劃）對求職意願、企業吸引力、心理契約與組織承諾之效果。研究結果指出(1)企業吸引力可能影響求職意願、心理契約與組織承諾，以及(2)適當的自我成長計劃對企業吸引力及求職意願造成顯著影響。
並列摘要
Top talent is the scarcest resource in any organization, and knowledge workers are assets (Drucker, 2002). Corporate should take talent recruitment and retention as the priority mission to complete. Each excellent individual is the key element for a strong talent pool to help the organization stays competitive. Therefore, organizations should value each employee as customer, and do their best to take care of their “customers”. Marketing activities are vital to affect customers’ purchase intention and behaviors. Effective marketing strategy thus is the key to attract target customers. Talent market too can be perceived as a product market and employees are internal customers, and companies should treat their current employees as customers, job applicants as potential customers, and jobs as products (Fyock, 1993). Specifically, this study attempts to investigate the effect of self-growth program, as an effective marketing tool. The result indicates that (1) corporate attractiveness was likely to have influence on job application intention, psychological contract, and organizational commitment, and (2) self-growth program resulted in significant difference in corporate attractiveness and job application intention.
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