組織人才吸引力評價之比較研究

The Comparative Study on Organizational Attractiveness

林可文(Jessica Lin)

指導教授 ： 鄭晉昌

國立中央大學/管理學院/人力資源管理研究所/碩士(2011年)

摘要

在人才越來越缺乏的現今，如何吸引到優秀人才是企業與人力資源部門重要的課題。然而，排除掉薪資及福利等需要花費大量成本的誘因之外，是否還有其他能夠在不動用過多成本就能有效吸引各界人才的辦法呢?企業都需要花費成本來經營自身對外的形象，若企業在特定領域中經營其形象能吸引該公司的重點招募對象，則能夠達到事半功倍的效果。
從Cheers雜誌所做的新鮮人嚮往企業調查來看，有許多非科技學系的學生想要進入知名的科技公司，故本研究想了解究竟影響這些學生想要進入與自己所學領域有所差異的公司的因素是什麼？在同一份調查中顯示，新鮮人會受到企業知名度、企業形象的影響，故本研究特別針對企業聲望的四個構面－企業社會責任、媒體曝光度、CEO聲譽與產品或服務之品牌知名度進行比較。
本研究針對569名大專院校的學生發放問卷，欲了解不同背景－性別、教育程度及學院－的新鮮人在考慮以企業聲望來挑選公司時，是否有明顯的差異。調查結果發現理工學院的學生最重視以企業社會責任來挑選公司，商管學院的學生最重視以CEO聲譽來挑選公司，而性別及教育程度的差別在挑選企業聲望的四個構面上則沒有顯著的差異。

關鍵字

產品或服務之品牌知名度 ； CEO聲譽 ； 媒體曝光度 ； 企業社會責任 ； 企業聲望

並列摘要

Nowadays, how to attract talent is one of the most important things for companies and human resource departments. However, excluding the incentives which have to spend lots of cost, like salary and benefits, is there any other cost-effective way to attract talent? For example, companies need to make investment to manage their corporate images. If companies manage their specific image, like corporate social responsibility and brand awareness, would attract the key talent in specific area, it will be more effective in recruiting.
In the survey called the social fresher’s rank of the company preference from Cheers, many students which are not major in science/engineering still want to enter the famous technology companies. For this reason, we wonder about which factors influence these students’ preferences. In the same survey, social fresher be affected by corporate awareness and corporate images. So this research compares four factors of corporate reputation: corporate social responsibility, media visibility of companies, CEO reputation and the brand awareness of products or service.
This research surveys 569 college students. And the research wonders when different social fresher-in gender, education and majors-choosing the companies by corporate reputation there would be significant different or not. The result indicates the students which are major in science/engineering place importance on corporate social responsibility, while the students which are major in business/management think CEO reputation is the most important factor. And there is no significant difference in four factors to the students in different gender and education.

並列關鍵字

the Brand Awareness of Products or Service ； Media Visibility of Companies ； Corporate Social Responsibility ； Corporate Reputation ； CEO reputation

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