隨著全球勞動力結構轉變與台灣少子化趨勢加劇，企業面臨嚴峻的藍領勞動力短缺挑戰。招募策略已從傳統的候選人篩選轉向以「吸引」為核心的行銷導向。本研究旨在探討招募管道（如人力銀行、數位媒體及社群媒體等）與職缺關鍵字分類（如金錢導向、穩定導向、彈性/便利導向等）對藍領求職者應徵行為之影響，並以「每位應徵成本（Cost per Application， CPA）」作為核心指標進行成本效益分析。 本研究採次級資料分析法，蒐集A公司之實際招募數據，透過雙因子變異數分析（Two-way ANOVA）檢定不同管道與關鍵字組合對應徵人數與每位應徵成本（CPA）的影響，並進一步探討兩者間之交互作用。 研究結果發現：（一）不同招募管道在應徵人數與 CPA 表現上均具有顯著差異，其中專業人力銀行（如 104）展現最強的應徵觸及力，而通訊軟體（如 Line）則具備最佳的成本效益；（二）單純改變職缺關鍵字對應徵人數總量無顯著影響，但對 CPA 具有顯著影響，其中「彈性/便利導向」關鍵字能最有效降低招募成本；（三）招募管道與關鍵字之間在應徵人數上無顯著交互作用，但在 CPA 上存在顯著交互作用，證明特定關鍵字需搭配特定管道（如：專業人力銀行搭配穩定導向，通訊軟體搭配金錢或彈性/便利導向）方能產生優化成本之加乘效應。 最後，本研究根據分析結果提出數據導向之招募優化建議，協助企業在預算有限的情況下，精準配置招募資源，降低招募成本並提升人才獲取效率，具備高度之實務管理價值。;With the shifting global labor structure and the intensifying trend of a declining birthrate in Taiwan， enterprises are facing severe challenges in blue-collar labor shortages. Recruitment strategies have evolved from traditional candidate screening to an "attraction-focused" marketing orientation. This study aims to investigate the impact of recruitment channels (e.g.， job banks， social media) and job keywords (e.g.， monetary-oriented， stability-oriented， convenience-oriented) on the application behavior of blue-collar job seekers. Furthermore， the study conducts a cost-benefit analysis using "Cost per Application (CPA)" as the core metric. This research adopts a secondary data analysis method， utilizing actual recruitment data from a specific enterprise. Two-way ANOVA is employed to test the effects of different channel and keyword combinations on the number of applications and CPA， while further exploring the interaction effects between the two variables. The findings indicate that:(1) different recruitment channels show significant differences in both application volume and CPA performance， with professional job banks (e.g.， 104) demonstrating the strongest reach for application volume， while communication software (e.g.， Line) offers superior cost-efficiency; (2) job keywords do not significantly affect the total number of applications but have a significant impact on CPA， with convenience/flexibility-oriented keywords being the most effective in reducing recruitment costs; (3) while no significant interaction effect exists between recruitment channels and keywords on application volume， a significant interaction effect is found on CPA， suggesting that matching specific keywords with specific channels (e.g.， stability-oriented messages on job banks， monetary or convenience-oriented messages on communication software) yields synergistic effects for cost optimization. Finally， based on the statistical results， this study provides data-driven recommendations for optimizing recruitment strategies. These insights assist enterprises in precisely allocating recruitment resources under budget constraints， reducing hiring costs， and enhancing talent acquisition efficiency， thereby offering substantial practical managerial value. Keywords: Blue-collar Recruitment， Recruitment Channels， Job Keywords， Application Behavior， Cost-Benefit Analysis (CPA)
