雇主品牌對個人執業經紀人的吸引及留任之研究

A Study on the Attraction and Retention of Employer Brand towards Individual Practice Brokers

饒培杰(Pei-Chieh Jao) ； 黃新福(Hsin-Fu Huang)

《管理資訊計算》 11卷特刊1 (2022/07) Pp. 99-108

https://doi.org/10.6285/MIC.202207/SP_01_11.0009

摘要

本研究針對保險專業人士「個人執業經紀人」的吸引與留任過程，透過「雇主品牌」做探討。研究發現「雇主品牌」執行者的使命並做出以下命題：1.「雇主品牌」價值主張是吸引之主要因素；2.吸引的「雇主品牌」價值主張之外部行銷內涵為保險專業、保戶權益以及契約正義；3.「雇主品牌」價值主張之內外行銷的一致性，是留任與推薦之主要因素；4.提高留任率的「雇主品牌」價值主張之內部行銷內涵為一致性、專業訓練以及經驗傳承。

關鍵字

雇主品牌 ； 吸引 ； 留任 ； 價值主張 ； 個人執業經紀人

並列摘要

This study explores the process of attraction and retention of insurance professionals ＂ Individual Practice Broker ＂ through the ＂Employer Brand＂. The study found the mission of ＂Employer Brand＂ executors made the following propositions: 1. The value proposition of ＂Employer Brand＂ is the main factor of attraction; 2. The external marketing connotation of the attractive ＂Employer Brand＂ value proposition is insurance professionalism, policyholder rights and contract justice; 3. Consistency of internal and external marketing of ＂Employer Brand＂ value proposition is the main factor for retention and recommendation; 4. The internal marketing content of the ＂Employer Brand＂ value proposition to inprove retention rate is consistency, professional training and experience inheritance.

並列關鍵字

Employer Brand ； Attraction ； Retention ； Value Proposition ； Individual Practice Broker

參考文獻

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