人才招募資訊行銷策略 - 海巡署南部分署某岸巡隊為例

隨著我國少子化及政策的衝擊下，國防人力進不及退，此對現行海巡署兵力結構及兵役制度形成重大挑戰。現今科技網路快速發展，運用網路行銷手法已是行銷重點，資訊網路的改革帶動了數位行銷的發展，這種新的溝通模式改變了人與人之間的社交模式，現今網路招募人才，有別以往傳統講課招募宣導及傳單發放對於接收訊息人數有限，利用資訊網路可打破阻礙更能有效推廣，現今社群媒體Facebook，成為一種人才招募的新興管道。研究針對在職人員起初報考海巡署接收到的資訊來源，以深度訪談為主，分析目前網路平台FaceBook、媒體廣告、傳單發放這些招募方法比對，資訊網路招募及傳統招募的比較，現職人員因哪一些招募來源故而接收到訊息，有利於海巡署未來招募行銷推廣。研究發現加入網路平台推廣資訊，無疑對現行招募是有非常大的幫助，解決傳統因學校單位無法全面配合或是只能在有限的資源下推廣，大大提升曝光度及即時傳遞接受資訊，但要永續經營留住人才，需要內部管理來共同合作，不管是薪資福利、升遷、進修、管理等等，這都是將人才留住的誘因，也是我們要不斷精進努力才得以完成。

關鍵字

海巡署；資訊網路；人才招募

並列摘要

With the declining birthrate of our country and the impact of policies, national defense manpower cannot advance in time, which poses a major challenge to the current structure of the Marine Patrol Agency's force structure and military service system. With the rapid development of technology networks, the use of online marketing techniques has become the focus of marketing. The reform of the information network has led to the development of digital marketing. This new mode of communication has changed the social model between people. Nowadays, online recruitment Talent is different from the traditional lecture recruitment and leaflet distribution in the past. The number of people receiving information is limited. The use of information networks can break barriers and promote effective promotion. Nowadays, social media Facebook has become an emerging channel for talent recruitment. The research focuses on in-depth interviews based on the information sources received by the incumbents when they first applied for the Maritime Patrol Administration, and analyzed the current online platform FaceBook, media advertisements, and leaflet distribution. Which sources of recruitment are used by personnel to receive information is conducive to the future recruitment and marketing of the Marine Patrol Administration. The research found that joining the online platform to promote information is undoubtedly very helpful to the current recruitment. It solves the traditional problem that the school unit cannot fully cooperate or can only promote with limited resources, greatly increasing the exposure and real-time delivery of accepted information, but To retain talents in sustainable operation, we need internal management to work together. Whether it is salary and benefits, promotion, advanced education, management, etc., these are all incentives to retain talents, and we need to continue to diligently work hard to complete。