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題名：網際網路招募廣告內容之訴求--求職者觀點
書刊名：人力資源管理學報
作者：黃英忠 引用關係／蔡正飛／黃毓華／陳錦輝
作者(外文)：Huang, Ing-chung／Tsai, Philip C. F.／Huang, Yu-hwa／Chen, Chin-hui
出版日期：2003
卷期：3:1
頁次：頁43-61
主題關鍵詞：電子化招募；網際網路；線上招募；企業形象；市場區隔化策略；交易成本；E-recruiting；Internet；Online recruiting；Corporate image；Transaction cost；Market segmentation stratgey
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(5) 博士論文(0) 專書(1) 專書論文(0)
  • 排除自我引用排除自我引用:5
  • 共同引用共同引用:5
  • 點閱點閱:216
近年來由於資訊科技飛速進步，使網際網路招募急速成為重要的招募管道。本研究旨在探討：依網際網路的特性，招募廣告內容中的那些項目會吸引求職者的應徵意願？再以市場區隔化策略來看，不同背景的求職者對線上招募的廣告內容會有什麼顯著的期待差異？網路人力仲介網站的服務對求職者的應徵意願有何影響？經由在人力仲介商業網站上連續23天直接對上網求職者作線上調查，分析後發現：36歲以下的專科、大學學歷者是使用網際網路應徵一般及專業職位的最主要群體，而且女性明顯多於男性。不同的網際網路求職者群體對招募廣告內容呈顯著不同需求的項目為：25歲以下的線上求職者較重視線上能提供自我評估之功能；女性求職者對廣告內容中企業形象之訴求的關注較男性更為顯著；換職者較注重廣告中提及公司未來發展、個人職涯發展、薪資好與利潤分享；所有線上求職者則期待網路人力銀行的服務須對個人資訊保密並可即時作資料更新。這些發現將對企業與網際網路人力仲介業者在招募的實務運用上將大有助益；也對網際網路招募理論之推進有所貢獻。
This article explores: In e-recruiting, what recruiting advertisement contents may attract job seekers? From the prospective of market segmentation strategy, what different information would be expected by different groups of job seekers? And how the services provided by the third-party of commercial recruiting agents on web would affect job seekers' willingness to apply? Through a survey on a commercial recruiting website, we found that those age below 36 with college or Bachelor's degree were the biggest group who using web for jobs seeking and more females using the web to seek jobs than males. Different groups of job seeker has different expectations on recruiting advertisement content: those whose age below 25 significantly expected that "self-assessment" function could be available on the web. Female job seekers look forward to more information about the recruiters. Job hunters significantly expected more information on the prospects of the recruiter company, personal career opportunities, attractive compensation and profit sharing. All job seekers expected that the information of recruiting on the web could be updated promptly and personal information should be kept confidential. These findings would be great helpful for recruiters to design more attractive advertisement for recruiting suitable applicants on time, and also contribute to scholarly study on e recruiting.
期刊論文
1.Gatewood, R. D.、Growan, M. A.、Lautenschlager, G. J.(1993)。Corporate image, recruitment image, and initial job choice decision。Academy of Management Journal，38(2)，414-427。  new window
2.Bartlett, C. A.、Ghoshal, S.(2002)。Building Competitive Advantage Through People。MIT Sloan Management Review，43(2)，33-41。  new window
3.Turban, Daniel B.、Greening, Daniel W.(1997)。Corporate social performance and organizational attractiveness to prospective employees。Academy of Management Journal，40(3)，658-672。  new window
4.Barber, A. E.、Roehling, M. V.(1993)。Job Postings and the Decision to Interview: A Verbal Protocol Analysis。Journal of Applied Psychology，78(5)，845-856。  new window
5.黃英忠、張國義、杜佩蘭(20020600)。報紙招募廣告內容及訴求--招募者與求職者觀點。人力資源管理學報，2(2)，99-112。new window  延伸查詢new window
6.Fombrun, Charles、Shanley, Mark(1990)。What's in a Name? Reputation Building and Corporate Strategy。The Academy of Management Journal，33(2)，233-258。  new window
學位論文
1.許宏愉(2001)。網際網路涉入與網路招募內容需求關係之研究(碩士論文)。國立台灣科技大學。  延伸查詢new window
2.丁源宏(2000)。不同媒介特性,廣告訴求與產品涉入度對於廣告效果影響之探討--比較平面媒體與網際網路(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.Baber, A. E.(1998)。Recruiting Employees: Individual and Organizational Perspectives。Thousand Oaks, CA：Sage Publications。  new window
2.黃俊英(200005)。行銷管理--策略性的觀點。臺北：華泰。  延伸查詢new window
3.Dessler, Gary(1991)。Personnel/human resource management。Prentice Hall。  new window
4.Belch, G. E.、Belch, M. A.(1998)。Advertising and promotion: An integrated marketing communications perspective。New York：Irwin。  new window
5.Kotler, Philip(2000)。Marketing Management: Analysis, Planning, Implementation and control。Englewood Cliffss, New Jersey：Prentice Hall。  new window
6.Kotler, Philip(1994)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
其他
1.天下雜誌編輯部(1997)。大專生最愛的四十大企業。  延伸查詢new window
2.何永福、楊國安(1993)。策略件人力資源管理，台北：三民書局。  延伸查詢new window
3.洪育忠(1998)。社會新鮮人心目中理想的十大企業。  延伸查詢new window
4.陳欽碧(2000)。國內企業運用網際網路招募成效探討。  延伸查詢new window
5.陳蔚銓(2000)。企業運用全球資訊網進行招募之探討。  延伸查詢new window
6.鄧美玉(2000)。網路招募內容與招募成效關係之硏究。  延伸查詢new window
7.盧韻如(2000)。網路求職者的的特性與需求之硏究。  延伸查詢new window
8.Anderson, P. & Pulich, M.(2000)。Recruiting good employees in tough times。  new window
9.Anonymous(1999)。Online recruiting ramps up。  new window
10.Anonymous(2000)。Online recruiting: What works, what doesn't。  new window
11.Armour, S.(2000)。Companies put web to work as recruiter。  new window
12.Belt, J. A. & Paolillo, J. P. G.(1982)。The influence of corporate image and specificity of candidate qualifications on response to recruitment advertisements。  new window
13.Berta, D.(2000)。Industry makes online recruiting part of standard hiring procedures，New York。  new window
14.Boehle, S.(2000)。Online recruiting gets sneaky。  new window
15.Bruce, M(1998)。The Ad man Cometh : A good recruitment ad contents incentives to attractive the right candidates as well as disincentives to discourage the wrong ones。  new window
16.Crispin. G. & Mehler, M.(1997)。Recruiting rockets through cyberspace。  new window
17.Fister, S.(1999)。Online recruiting: Good, fast and cheap?。  new window
18.Fyock, C. D.(1993)。Get the best: How to recruit the people you want，Illinois：Fairefield。  new window
19.Gale, Sarah F.(2001)。Internet recruiting: Better, cheaper, faster。  new window
20.Goodwin, M.(1999)。July, Help w@nted: hiring on the web. PC World Online。  new window
21.Gordon, W. & Weber, D.(1984)。A transaction cost approach to make or buy decision。  new window
22.Half, R.(1993)。Finding, hiring, and keeping the best employees，New York：Wiley。  new window
23.Heneman, H. G. & Heneman, R. L.(1994)。Staffing organizations，USA：Mendota House。  new window
24.Maddox, K.(1997)。Online recruiting。  new window
25.Mader, R. P.(2001)。More firms recruiting on the web。  new window
26.Marydee, O.(1997)。Recruiting on the internet。  new window
27.Myers, Donald W.(1986)。Human resources management: Principle and practice，Chicago：Commerce Clearing House。  new window
28.Piturro, M.(2000)。The power of e-recruiting，New York。  new window
29.Robin, Linda B.(1988)。Troubleshoot recruitment problems。  new window
30.Williams, K.(2000)。Online recruiting: A powerful tool。  new window
31.Zall, M.(2000)。Recruiting and the internet。  new window
32.Zusman, R. R. & Landis, R. S.(2002)。Applicant preference for Web-based versus traditional job postings。  new window
圖書論文
1.Rynes, S. L.(1991)。Recruitment, job choice, and post-hire consequences: A call for new research directions。Handbook of industrial and organizational psychology。Palo Alto, California：Consulting Psychologists Press。  new window
 
 
 
 
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