以4P策略建構雇主品牌: 以W公司為個案研究

The Study on 4P Strategy to Cultivate Employer Branding: The Case Study of W Company

黃淑玲(Shu-Ling Huang)

指導教授 ： 陳家聲

國立臺灣大學/管理學院/商學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.10633

摘要

“今後,我們將不是‘尋找工作’,而是要‘尋找雇主’¨…。 倫敦商學院教授查理斯•漢迪（Charles Handy）相信一個是‘最佳雇主’的企業必定擁有好的雇主品牌，也因有好的雇主品牌必能使該企業在其產業有更優異的表現，此外，可以留住優秀人才和吸引人才加入。

事實上，雇主品牌就像產品品牌，公司可以在人力資源市場上為潛在的員工留下好的雇主形象。知名顧問公司韜睿惠悅指出，一個企業的雇主品牌包括內外部品牌；內部品牌指的是雇主的人力資源定位、企業品牌以及其相關一致性的管理政策；外部品牌是企業建立好的雇主形象，使潛在的員工願意加入該企業。一個擁有好的雇主品牌的企業是可以與既有和潛在的員工建立良好關係以及提供好的工作經驗，讓所有員工敬業投入表現卓越的績效。

雇主品牌愈來愈多的觀念與應用是來自行銷管理，以行銷手法吸引人才加入以及留任企業。人力資源策略也應像行銷策略管理一般，與企業的成功是息息相關的；那就是為什麼在全球知識經濟的興起，人力資源的角色愈來愈重要。

本研究是透過訪問質化方式研究以4P策略建構雇主品牌，其目的是要更深入了解雇主如何定位企業，以及如何採取適當的措施建構雇主品牌。最後，本研究發現建構雇主品牌為企業帶來以下價值:

1.優良雇主品牌讓企業在該領域更出色, 終究為企業帶來競爭力。
2.優良雇主品牌可以吸引與留住適合組織的人才。
3.降低人力資本開銷，人員穩定降低招募成本，人才吸引力提升降低企業推廣成本。
4.基於以上所帶來的競爭力、吸引與留住優秀人才、和降低人力成本，終究為企業帶來財務績效與成果。

關鍵字

雇主品牌 ； 企業社會責任 ； 4P策略 ； 策略性人力資源管理 ； 資源基礎觀點 ； 心理契約 ； 品牌權益 ； 雇主品牌衡量模型

並列摘要

“In the future, we will not ‘find a job’, but to ‘find new employers’”. London Business School professor Charles Handy believe that if business is the “best employer”, then it’s with good the employer brand that can make the enterprise better in their own area, allowing key personnel cannot easily be pay excavated, but also to attract more talented employees.

In fact, the employer brand as product brand, is what kind of image the company would like to create for potential employees in the human resources market. As pointed out by Tower Wyatt Company, an employer brand may be defined in terms of both inside and outside perspectives. Regarding the inside perspective, an employer brand is the employer of human resources positioning, corporate branding and consistency in related policies and procedures. Regarding the outside perspective, an employer brand is established for the potential employees, so that they are willing to work for the company to establish the image of the best in the workplace. It is the company that can establish good relationship and provide good work experience for existing employees and potential employees.

Employer branding is much more than applying marketing concepts and tools to attract people to join and stay with the employer. Like marketing strategy, HR strategy is closely related to corporate success. Accordingly, marketing should also realize that HR is crucial to the success of the business. Indeed, in today’s globalizing, knowledge-based economy, the role of HR is growing in importance.

In this research, we interviewed a food company to study on “ 4 P strategy to cultivate the Employer Branding” on qualitative research basis. This is to further understand where an employer is positioned in the employment market and to determine the appropriate action plan is fundamental. Finally, the research explored that strong employer branding can bring some benefits to organization:

1.A strong employer branding can help an organization stand out. Ultimately, it will bring the competiveness advantages to the organization against its competitors.

2.Positioning the employer branding can help to attract and retain employee who ‘fit”.

3.A strong employer branding can help to reduce costs in recruitment due to lower staff turnover and compelling great hire from outside.

4.While reducing costs and increasing employees’ retention provide a strong business rationale for focusing greater attention on the employer branding, ultimate the employer branding can help boost the organization’s financial performance.

Keywords：Employer Branding、Corporate Social Responsibility、4P Strategy、Strategic Human Resource Management、Resources-based View、Psychological Contract、Brand Equity、Employer Branding Measurement

並列關鍵字

Employer Branding ； Corporate Social Responsibility ； 4P Strategy ； Strategic Human Resource Management ； Resources-Based View ； Psychological Contract ； Brand Equity ； Employer Branding Measurement

參考文獻

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