探討企業形象與組織吸引力的關係：以台灣傳統產業個案為例

Exploring the relationship between corporate image and organizational attractiveness: Cases in Taiwan Traditional Industry

師仁傑(Ren-Jie Shi)

指導教授 ： 陳彥君

義守大學/管理學院/企業管理學系/碩士(2017年)

摘要

近年來由於台灣傳統產業因人力短缺問題及刻板印象影響，在招募員工上遇到窘境，本研究主要探討企業形象與組織吸引力之關係，以及影響招募的因素。運用個案研究法，對符合行政院主計處資料定義傳統產業之三家企業為樣本進行深度訪談，藉由受訪者提供之訪談資料整理分析出各企業之企業形象、招募行為、薪資福利制度、工作條件與改善計畫。
本研究結果發現，三家受訪企業之企業形象皆注重「產品品質的要求」及「滿足員工的薪資福利」，然而，在招募上受到傳統產業刻板印象的影響。唯有透過內部員工引薦，直接向潛在求職者介紹企業形象與薪資福利，更能夠說服外部潛在員工進入該公司謀職。
最後，我們建議傳統企業除了透過企業內部策略的創新及轉型來優化體質，並應積極對外宣傳企業的正面訊息，塑造企業形象，進而改變刻板印象，吸引年輕族群加入。

關鍵字

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並列摘要

In recent years, the traditional industry in Taiwan faces difficulties in recruitment in to labor shortage and stereotypes.This study mainly discussedthe relationship between corporate image and organizational attraction, and the factors that affect recruitment. Using case study method, we conductedin-depth interviews with three companiesthat are in line with the definition of the traditional industries by the Executive Yuan, and we analyzed the data provided by the intervieweesand discussed corporate image, recruiting, compensation system, and improvement planof thesecompanies.
This study found that the corporate image of our sampledcompanies emphasized the "product quality requirements" and "compensation and benefits". Peoples’ stereotypeof traditional industries impacted their recruitment.However, through internal employee referral, employeescan directly introduce corporate image and compensation topotential job seekers, and thereby persuade them to accept job offers.
Finally, in addition to using strategies of innovation and transformation to improvebusiness constitution,we recommend that traditional enterprises actively disseminatethe positive news of enterprises, shape corporate image, and then change the stereotypes to attract young people to join.

並列關鍵字

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參考文獻

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