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研究生： 陳亭諭
Chen, Ting-Yu
論文名稱： 建構招聘⾏銷三⻆：從候選⼈細分到雇主品牌吸引⼒之⾏銷管理策略
The Triangle of Recruitment Marketing: Transforming from Candidate Segmentation to Employer Attractiveness and Brand Management
指導教授： 丘宏昌
Chiu, Hung-Chang
口試委員: 謝英哲
Hsieh, Ying-Che
謝依靜
Hsieh, Yi-Ching
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 56
中文關鍵詞： 招聘⾏銷 、候選⼈細分 、雇主吸引力 、雇主品牌 、人資管理
外文關鍵詞： recruitment marketing, candidate segmentation, employer attractiveness, employer branding, human resource
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    • 根據目標客群的需求設計具有吸引力的功能以促銷產品或服務，細分市場行銷已被廣泛運用於行銷策略中。近年來，傳統的行銷策略和市場細分也開始被應用於招聘計劃，透過分析潛在候選人的特徵和偏好，制定更有效的招聘策略，其包含招聘管道的選擇、招聘訊息的設計、雇主價值主張和品牌吸引力。
    本文旨在應用候選人細分來了解台灣勞動力市場的求職行為和工作偏好之趨勢，以大學生、碩士生和在職人士三個群族為細分對象，對32名受測者進行了線上調查和個人訪談。結果發現求職者對招聘搜索管道的選擇取決於搜索目的、管道或平台的功能、想獲得的訊息以及個人習慣；另外，目前這一世代特別重視經濟與發展和社會價值的維度，值得進一步發展為雇主吸引力。
    本研究探討了台灣求職者於求職階段考慮的因素：為何選擇這些招聘管道、對雇主的期望為何、為什麼這些雇主特質具有吸引力，並且從求職者的觀點和建議中轉換為提升雇主品牌的優勢。

    Segmentation marketing has been widely used to promote products or services by creating attractive features based on the needs of target customers. Recently, traditional marketing strategy and segmentation can be applied to the recruitment plan. By analyzing the potential candidates’ characteristics and preferences, recruiters can develop a more effective recruitment strategy, including recruitment channel selection, content design, employer value proposition, and attractiveness management.
    This paper aims to figure out the trend of job searching behaviors and job preferences in Taiwan’s labor market by applying candidate segmentation. The qualitative research of online surveys and individual interviews of 32 participants in total focused on three segments: bachelor students, master students, and experienced professionals. The results indicate candidates’ selection of recruitment searching channels depends on the searching purpose, channel’s function, the content they would like to learn, and personal habits. The current generation especially values the dimension of Economic & Development and Social Value, which is worth developing into employer attractiveness.
    Through a qualitative study, this thesis reveals Taiwanese candidates’ considerations: why they choose these channels, what they expect from the employers, why these attributes are attractive, and then enhance the employer’s brand from their perspectives and suggestions.

    CHAPTER 1: INTRODUCTION 1.1 Introduction (pp.1) 1.2 Purpose of This Study (pp.2) 1.3 Thesis Outline (pp.3) CHAPTER 2: LITERATURE REVIEW 2.1 Introduction and Overview (pp.4) 2.2 Candidate Segmentation and Job Attributes (pp.5) 2.3 Recruitment Marketing: Candidates, Contents, and Channels (pp.6) 2.4 Employer Attractiveness and Employer Brand (pp.10) 2.5 Summary (pp.13) CHAPTER 3: CORPORATE CASE STUDY 3.1 Introduction (pp.15) 3.2 Methodology (pp.15) 3.3 Result and Findings (pp.16) CHAPTER 4: CANDIDATES FIELD STUDY 4.1 Introduction (pp.21) 4.2 Methodology (pp.24) 4.3 Result and Findings (pp.26) 4.3.1 Study I: Recruitment Searching Channels (pp.26) 4.3.2 Study II: Employer Attributes and Attractiveness (pp.28) 4.4 Result Summary (pp.32) CHAPTER 5: DISCUSSION 5.1 Introduction (pp.33) 5.2 Implications from Interviews and Researches (pp.33) 5.2.1 Interview I: Recruitment Searching Channels (pp.34) 5.2.2 Interview II: Employer Attributes and Attractiveness (pp.40) 5.3 Applications in Recruitment Marketing (pp.43) 5.4 Limitation and Future Work (pp.47) 5.5 Conclusion (pp.49) REFERENCE (pp.51) APPENDIX (pp.55)

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