社群招募中企業形象對組織人才吸引力之影響：以廣告照片應用為調節變數

隨著資訊科技迅速發展，社群網路也成為許多企業組織招募與甄選的重要管道。其中最受曙目的，則是全球專業人士組成的社交網站，稱作LinkedIn，目前己是全球最大的商業性社群網站。該社群網站提供了求職、徵才、推薦介紹以及建立關係等服務，企業可以運用LinkedIn創建公司求才網頁與廣告，吸引目標受眾群體成為追隨者，分享有價值的內容，特別是照片的應用，以打造雇主品牌形象。然而，當全球企業花大筆資源在LinkedIn取得放照片的權利，但對於放什麼照片才能有效提升組織求才吸引力，至今仍莫衷一是。據此，本研究旨在探討：企業於LinkedIn公司網頁中廣告照片的應用是否對求職者的應徵意願有影響。透過階層迴歸分析結果發現：（一）求職者對企業形象的看法，會正向影響到組織人吸引力。（二）企業產品態度形象與實體呈現照片之間的交互作用對組織人才吸引力有調節作用。（三）企業經營態度形象與視覺化照片之間的交互作用對組織人才吸引力沒有調節作用。（四）企業經營態度形象與聯想照片交互作用對組織人才吸引力有調節作用。本研究依據結果，針對雇主應該在LinkedIn放什麼類型的照片才能提升組織人才吸引力，進行討論與建議。

關鍵字

社群招募； LinkedIn ；企業形象；組織人才吸引力；廣告照片應用

並列摘要

Recruitment is one of the most important aspects in the human resource management field. As rapid development of information technology, the social network site also has become an important recruitment and selection channel for many organizations. Notably, as a business oriented social network site, LinkedIn is the largest professional online community in the globe. LinkedIn. The online community provides services such as job search, recruitment, recommendation, and relationship building. Organizations can create their company or career pages and advertisement on LinkedIn to attract target audiences to become followers, and share valuable content, especially photos, to establish an employer brand image. However, since companies spend a lot of resources on LinkedIn to showcase their photos, it is still unclear what kind of photos they can post to effectively enhance the appeal of the organization. Accordantly, the purpose of this research is to investigate whether the application of advertising photos on the LinkedIn career pages can influence candidates’ willingness or intentions to apply for jobs. The results of hierarchical regression analysis found that：(1)Job seekers’ perceptions of corporate image will positively affect their effectiveness or interest in the company. (2)The interaction of corporate product attitude and entity presentation has a regulatory effect on the attractiveness of the organization’s talents. (3) The interaction between the business attitude and the image of the enterprise has no significant effect on the attractiveness of the organization talents. (4).According to the results, this research aims to discuss what kinds of photos an employer should post on LinkedIn in order to enhance the attractiveness of the organization for research and practical implication.