企業為爭取優秀人才加入，完善的招募策略與徵才計畫不可少，許多研究已探討招募管道與招募成效之關連，而影響求職者應徵意願的因素不僅只於此。招募溝通是一種說服求職者應徵的形式，提供資訊的方式、以及對組織的態度都會影響加入意願。本研究主要目的是探討組織的企業聲望與招募之關連，包括企業聲望對於組織在低涉入招募策略（一般廣告、贊助）與高涉入招募策略（詳細廣告、員工背書）的採用，對於招募管道（正式招募管道、非正式招募管道）使用程度的影響；以及企業聲望對求職者的應徵態度與應徵意圖之影響，高素質應徵者與一般應徵者面對企業聲望的應徵意圖與應徵態度。 研究結果發現，企業聲望與招募策略的關係並不明顯，企業都偏好使用高涉入策略，高聲望企業的使用程度更高於對照組企業。企業聲望對不同招募管道的使用程度並無明顯差異，而且偏好使用的招募管道相似，包括人力仲介網站、企業網站與員工推薦。高素質應徵者對於高聲望組企業的應徵態度、應徵意圖比一般素質組高，對於一般聲望企業的應徵意願則與一般素質組沒有差異，擁有較佳聲望的企業，較能吸引高素質求職者的主動應徵。 Researches on relationships between recruitment sources and effectiveness are well discussed. Factors that influent job-seekers’ inclination to join the corporation are more than that, though. Recruitment communication is a way of persuasiveness; the way to provide information and attitudes towards the organization are also related. This research is focus on discussion of the relationships between corporate reputation and recruitment practices. Hypotheses are whether the adoption of recruitment strategy, recruitment sources and influence on job-seekers’attitude and intention towards joining the corporation is distinguished according to corporate reputation. There is no obvious relationship between corporate reputation and recruitment strategy. They both favor in high-involvement strategy. Besides, they have the same preference for recruitment sources based on their practices. Potential applicants who have better academic performance are more willing to apply for corporations of high reputation, compared with those who have ordinary performance.
