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E89023
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006
招募廣告內容及訴求與求職者應徵動機之相關研究
Recruitment Advertisement and Initial Job Choice Decisions: A Marketing Approach
1.黃英忠
1.Ing-chung Huang
1.國立中山大學人力資源管理研究所
1.Institute of Human Resource Management, National Sun Yat-Sen University
001,002,003,004
1.國立中山大學人力資源管理研究所
1.Institute of Human Resource Management, National Sun Yat-Sen University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1999-08-01
A.14 計畫執行期間(訖):2000-07-31
A.16 收到日期:2000-10-31
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求職者以及中大型企業之企業招募負責人

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370


370
003,007
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C.2 聯絡日期:2000-11-08
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1.國立中山大學人力資源管理研究所
1.Institute of Human Resource Management, National Sun Yat-Sen University
1
C.7 資料公開日期:2001-08-01
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008
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001
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1.市場區隔
2.企業形象
3.招募
4.招募形象
5.廣告訴求
1.Advertising Appeal
2.Cooperation Image
3.Recruitment
4.Recruitment Image Market Segmentation
報 紙招募廣告是企業最常使用的招募工具,也是求職者最主要的就業資訊來源,其重要性可見一般。然而,招募廣告僅是一種單向溝通,並且廣告篇幅亦受限於成本, 而難以針對各種訊息做充分的傳達。究竟哪些內容是求職者所希望知道的?哪些形象訴求能有效吸引求職者的應徵意願?招募廣告負責人在上述觀點上跟求職者有無 差異?又能否透過了解不同求職族群對企業形象的偏好特性,運用市場區隔的概念於招募廣告的設計來提高招募的有效性? 本研究透過問卷調查,瞭解求職者在求職時希望得知的訊息,以及哪些訴求對求職者較具有吸引力。同時,並蒐集企業招募負責人對相同問題的看法。研究結果指 出,求職者最想知道的訊息為工作內容、求才職稱、薪資及公司營業項目等,最具吸引力的訴求則為進修學習機會、發展前景、薪資好及經營狀況穩定等。而求職者 與招募負責人在此二問題的看法上也確實存有差距。不同性別、年齡、教育程度及應徵職位的求職者在某些形象訴求上,的確也存有喜好程度上的差異。本研究建議 企業以行銷的觀點出發,透過對求職者特性的了解,能適度地於招募廣告中呈現有效訊息及形象,以提高招募的成效。

The recruitment advertisement of newspapers is not only used most by corporations for recruitment, but is also the main resource for the position-wanted to find a job. However, recruitment advertisement is a one-way communication, and cannot be fully informative because of limited space. What are the contents that the position-wanted would most like to know and what kinds of images would intrigue them to respond? Do the recruitment sponsors have the right perception about the interests and needs of the position-wanted? Furthermore, can we utilize the market-segmentation concept in setting ours recruitment advertisement by identifying the different appetites of different respondents? Through analyzing the data of the questionnaires, the results show: messages the position-wanted most like to know are job content, job title, month salary, and business content. The most intriguing factors are opportunity of training & education, the successful prospect, good-pay, and stability of running situation. There do exist certain difference between \'the wanted\' and \'the recruiting men\'. And different respondents really show different tastes about some recruiting images. This study suggests that corporations should present their advertisement effectively from the view of marketing approach to enhance the efficiency of recruitment.

D.16 完成檢誤日期:2001-10-29
D.17 預定釋出日期:0000-00-00
D.18 初次釋出日期:2002-07-25
D.19_1 最新版釋出日期:2002-07-25
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10.6141/TW-SRDA-E89023-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E89023
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