- 學位論文
企業形象、品牌形象和員工福利與應徵意願之關係
The Relationship Between Corporate Image, Brand image and Employee Benefits From Willingness of Candidates
摘要
在全球化的腳步逐漸加快下，企業對於人才需求量也隨之增加。越來越多的企業意識到，在這激烈競爭的產業環境中，歸根到底還是人才的競爭，企業招募活動從以往被動轉變為主動尋求人才，獲取優秀人才儼然成為公司競爭力之一。如何吸引人才、保住人才從而促使其幫助公司得到最大利益，成了企業首要解決的問題與目標。 基於此，本研究以求職者對於企業形象、品牌形象和公司福利的應徵意願為目標，探討這些因素之關聯性，並加以瞭解企業、品牌形象、員工福利對求職者意願的影響力。希冀能幫助企業吸引更多優秀的人才從而在競爭激烈的產業中提升競爭力。 本研究發現:企業形象、品牌形象和公司福利對於求職者的應徵意願有正向的影響，因此企業應積極落實建立良好企業形象與品牌形象，並提供完善公司福利，增加吸引人才誘因，提高企業在人力市場的競爭力。
並列摘要
With the accelerated pace of globalization, the demand for the talents is increasing for the companies. More and more companies realize that it’s the competition for seeking the talents in this highly competitive industry environment. The recruitment activities have changed from passive to active. To acquire the talents has become one of the company’s core competitiveness. Therefore, how to attract and retain talents and help company to get the biggest benefit is becoming the primary problem needs to be solved. Based on this study which focus on realizing the relationship between corporate image, brand image, employee benefits and the willingness of candidates. I hope this study can be helpful for the companies to attract more talented candidates so as to enhance competitiveness in the highly competitive industry. From the result of this study, corporate image, brand image, and employee benefits play the important role for the talented candidates when they seek the jobs. Therefore, the companies should establish the good corporate image and brand image actively and provide the comprehensive welfare to increase the incentives for the talents and then be more competitive in the labor market.