校園徵才中招募者特性與招募資訊的影響

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李佳霙(Chia-Ying Lee) 查詢紙本館藏

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論文名稱

校園徵才中招募者特性與招募資訊的影響

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摘要(中)

校園徵才活動已經成為企業招募社會新鮮人的一個重要管道，而許多知名的廠商亦積極加入校園徵才的行列。本研究試圖將行銷學的理論運用在招募活動上，將行銷理論運用於招募活動有幾個主要原因與好處，其中之一便是招募所要探討的一個議題是應徵者尋找工作時的決策過程，而此一決策過程與行銷學中的消費者行為、消費者資訊蒐集行為等等有很大的相似，因此，可以將行銷學的理論套入人管的領域。而將行銷的理論引用至招募活動可重新審視招募的模型、方法、與結果，並得到一些新的靈感與發現。目前校園徵才活動已經是企業不得不參與的活動，因為校園徵才的功能已經不只單單為了招募到所需的人才，更負有行銷公司形象、增進企業品牌知名度的功能，所以，招募的效果不能只看招募的結果與成效為何，更應該探討應徵者經由此招募管道而對企業增加了多少的認識與喜愛，因此，本研究便以應徵者的態度以及求職意圖來衡量招募活動的效果，而並非以真正的求職行動來衡量。
研究發現當企業想要獲得哪方面成效時，便要在該項因素上作深入準備：
（一）對說明會的情感評估：若企業想要提升應徵者對於招募活動的喜愛程度，那麼徵選具備吸引性的招募者為首要任務。
（二）對說明會功能的評價：若企業想要應徵者對於招募活動的功能有高度的評價，那麼必須徵選具備吸引性與專業性的招募者，並且必須提供關於福利待遇的訊息。
（三）對企業情感與求職意圖：若企業欲增進應徵者的求職意圖與對企業的喜愛，那麼必須提供關於福利待遇、工作內容相關訊息與企業形象的訊息；並且必須徵選具備可信賴性的招募者。
（四）對企業工作環境的了解：若企業欲增進應徵者對於企業工作環境的瞭解，那麼最好徵選該校的校友並且具備可信賴性的特質，並且必須傳達組織環境、以及福利待遇訊息。
（五）對企業形象的評價：若企業欲提升企業形象，則在說明會上傳達企業形象相關訊息，是必須而且有效果的，並且必須派遣具可信賴性的招募者會更具效果。

關鍵字(中)

★ 校園徵才
★ 招募

關鍵字(英)

★ Recruiting
★ Campus recruiting

論文目次

目錄
第一章序論 1
第一節研究背景與動機 1
第二節研究目的 3
第二章文獻探討 4
第一節招募 5
第二節校園徵才v.s. 招募廣告 7
一、校園徵才內容介紹 7
二、校園徵才相關研究 8
三、校園徵才結果之衡量─消費者態度V . S. 應徵者態度 10
第三節招募者 V.S. 廣告代言人 14
一、廣告代言人 14
二、招募者 15
三、訊息來源的可信性與吸引性 18
四、招募者的人口統計變數 25
第四節招募資訊 V.S. 廣告訴求 29
一、招募資訊 29
二、廣告訴求 31
第五節控制變數 36
第三章研究方法 37
第一節研究架構 37
第二節研究變數之操作性定義與衡量方法 38
一、招募訊息的訴求 38
二、招募者的行銷能力 39
三、招募者人口統計變數 40
四、應徵者對於企業及廠商說明會之態度 40
五、應徵者人口統計變數 41
第三節研究對象 42
第四節資料分析方法 43
一、敘述性統計分析 43
二、信度分析 43
三、相關分析 43
四、因素分析 44
五、階層迴歸 44
第四章實證結果分析 45
第一節樣本分配 45
第二節各量表平均數、標準差 48
第三節因素分析 50
一、招募訊息 50
二、招募者之招募技巧 54
三、應徵者態度 56
第四節因素分析後各量表平均數、標準差、信度與相關係數 60
一、平均數、標準差、信度 60
二、相關係數 61
第五節迴歸分析 63
一、應徵者對於廠商說明會之各態度構面 63
二、應徵者對於企業之各態度構面 68
第五章結論與建議 76
第一節研究結論 76
一、假設一 76
二、假設二 77
三、假設三 78
四、控制變數 80
第二節管理意涵 81
一、招募活動的檢核 81
二、人力資源管理與行銷管理的結合 82
第三節研究限制 83
一、研究對象 83
二、研究架構 83
三、研究工具 83
四、研究方法 84
第四節後續研究建議 85
一、其它變數 85
二、研究對象 85
三、研究方法 85
四、評量的指標 85
參考文獻 86
中文文獻 86
英文文獻 86

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指導教授

葉穎蓉(Ying-Jung Yeh)

審核日期

2003-7-14

推文