Employer Branding Practice for Multinational Corporate in Taiwan

馮湘玲(Hsiang-Ling Feng)

指導教授 ： 蔡錫濤

國立臺灣師範大學/國際與僑教學院/國際人力資源發展研究所/碩士(2012年)

摘要

In the twenty first century, the issue of attracting and retaining talents is heating up, and employer branding has been regarded as a useful tool to manage the talent retention. The research intends to explore the development of employer branding practices of three levels (strategy, policy, and operation) in multinational corporates in Taiwan and find the attribute of attractiveness and the challenge and its improvements. The researcher adapted the qualitative approach and semi-structured interview technique for 9 HR professionals from the MNCs including high-tech industry, finance industry, and construction industry. The research findings identified structures of the development process of implementing employer branding strategy and policy in Taiwan, and articulated the attribute of attractiveness and challenge in four dimensions such as employment, organizational success, construed external image, and product or services. Secondly, this research observed that the unique company culture is perceived to be the significant attribute for both potential and existing employees. Lastly, the message source like media cause effect on the image of corporate and is perceived as a challenge for MNC in Taiwan when build employer brand. The recommendations were also shown in this study.

關鍵字

employer branding ； attribute ； MNCs ； construed external image

並列摘要

In the twenty first century, the issue of attracting and retaining talents is heating up, and employer branding has been regarded as a useful tool to manage the talent retention. The research intends to explore the development of employer branding practices of three levels (strategy, policy, and operation) in multinational corporates in Taiwan and find the attribute of attractiveness and the challenge and its improvements. The researcher adapted the qualitative approach and semi-structured interview technique for 9 HR professionals from the MNCs including high-tech industry, finance industry, and construction industry. The research findings identified structures of the development process of implementing employer branding strategy and policy in Taiwan, and articulated the attribute of attractiveness and challenge in four dimensions such as employment, organizational success, construed external image, and product or services. Secondly, this research observed that the unique company culture is perceived to be the significant attribute for both potential and existing employees. Lastly, the message source like media cause effect on the image of corporate and is perceived as a challenge for MNC in Taiwan when build employer brand. The recommendations were also shown in this study.

並列關鍵字

employer branding ； attribute ； MNCs ； construed external image

參考文獻

Ambler, T. and Barrow, S. (1996). The Employer Brand. Journal of Brand Management, 4(3), 185-206.

American Marketing Association (AMA). Retrieved from: http://www.marketingpower.com/Pages/default.aspx

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517. doi: 10.1108/13620430410550754

Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151-172.

Bibb, S. (2010, February, 17). Employee value proposition (EVP) explained, Ezine Ariticles.