網際網路招募廣告內容之訴求─求職者觀點

Appeals of Recruiting Advertisement Contents in E-Recruiting: Job Seekers' Perspective

10.6147/JHRM.2003.0301.03

黃英忠(Ing-Chung Huang)；蔡正飛(Philip C.F. Tsai)；黃毓華(Yu-Hwa Huang)；陳錦輝(Chin-Hui Chen)

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 strategy

人力資源管理學報

3卷1期（2003 / 03 / 01）

43 - 61

繁體中文

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.

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