The research ot employer band--on the view of internal and external marketing

• Main Authors: Fei-ling Hsiao, 蕭妃伶
• Other Authors: Jin Feng Uen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/26727513736818375636

碩士 === 國立中山大學 === 人力資源管理研究所 === 94 === This research collects academic researches and intends to develop a framework of employer brand. We used a case study approach and interviewed five firms known for having a top employer-branding image of the industry in the investigate of mass media. Through in-depth interview, this paper intends to come up with a framework organizing the elements and marketing strategy of employer branding found in each firm. The result of this research suggested that all five firms have the following characteristic; taking care of employees, trustworthy, sincerity. The benefits provided by the firms are better salary in comparison with other firms of similar industry and coherence. And the values that these firms appreciate are innovation and hard-working. During the recruiting process, most firms emphasize ability-job-fit and the personality-culture- fit. Most firms interviewed have no intention to market their employer brand to the outside labor market. However, they intend to make such marketing move intrinsically with collaboration with human resource department implementing strategies such as tailor-made strategies and program that fits and satisfy employees＇ need, in order to promote the employer branding loyalty.