This research collects academic researches and intends to develop a framework of employer brand. We used a case study approach and interviewed five firms known for having a top employer-branding image of the industry in the investigate of mass media. Through in-depth interview, this paper intends to come up with a framework organizing the elements and marketing strategy of employer branding found in each firm. The result of this research suggested that all five firms have the following characteristic; taking care of employees, trustworthy, sincerity. The benefits provided by the firms are better salary in comparison with other firms of similar industry and coherence. And the values that these firms appreciate are innovation and hard-working. During the recruiting process, most firms emphasize ability-job-fit and the personality-culture- fit. Most firms interviewed have no intention to market their employer
brand to the outside labor market. However, they intend to make such marketing move intrinsically with collaboration with human resource department implementing strategies such as tailor-made strategies and program that fits and satisfy employees＇ need, in order to promote the employer branding loyalty.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0618106-222130 |
| Date | 18 June 2006 |
| Creators | Hsiao, Fei-ling |
| Contributors | Jin Feng Uen, Liang-Chih Huang, Shyh-Jer Chen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0618106-222130 |
| Rights | unrestricted, Copyright information available at source archive |
Page generated in 0.0029 seconds