The Relationship Between Employer Branding and Work Engagement：Person-Organization Fit as a Mediator

• Main Authors: JHAN, SHU-YUN, 詹淑鋆
• Other Authors: CHENG,YING-CHAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/fc6mfw

碩士 === 銘傳大學 === 諮商與工商心理學系碩士在職專班 === 107 === In the related researches of employer branding, most researches focus on discussing how employer branding attracts the potential employees and affects whether the employees keep staying or not, but less on discussing the relationship between employer branding and work engagement. This research is based on the five values (interest, social, economy, development and application) proposed by Berthon, Ewing, and Hah (2005) to explore the relationship between employer branding and work engagement, and to examine if there’s any mediation of person-organization fit between them.This research adopts questionnaires to collect data, and uses regression analysis to examine whether the mediation exists or not. The study focuses on employees and collected 304 valid questionnaires. This research finds that employer branding will affect work engagement of the employees via the mediation of person-organization fit. Therefore, employer branding reflects values of organizations. When employees are aware of the person-organization fit, there will be work engagement. This also illustrates building employer branding does affect how the individuals get aware of person-organization fit in a certain degree, and it also affects employees’ work engagement.