目前是一個網路資訊發達的年代，最近有越來越多的社群網站興起，例如：Blogs, Twitter, MySpace, Facebook, YouTube等。這些社群網站通常是為了抒發自己的心情、紀錄自己或與朋友的生活，但隨著會員人數的增多，慢慢的就會出現許多商業的利益，像是廣告的行銷活動。另一方面，也因網路科技發達，企業在尋找人才時，也會利用網路的力量，例如：網路銀行等。

社群網站可以吸引大量的瀏覽人數，具有許多的商業利益。在招募方面，公司也需要吸引求職者的注意，使求職者上門應徵。因此，在本研究中會說明目前最流行的社群網站─Facebook如何利用在招募活動之應用上。

經找尋、整理資料發現，因Facebook目前還處於發展階段，屬於較新的社群工具，鮮少有公司企業利用社群網站從事招募活動。不過，卻有相當多的企業組織利用Facebook從事行銷活動。本研究尋找成功經營Facebook的企業組織，與其人資專家進行訪談，討論如何利用Facebook進行招募活動之運用。

本研究結果顯示：
1.Facebook可以為招募管道，利用其快速傳遞、分享資訊、能多方互動的特色，進行招募資訊的曝光，達到增加瀏覽率。
2.Facebook正流行，話題性高，在粉絲團專頁上，可以進行多樣化與彈性的招募方法，吸引求職者注意，持續與求職者保持關係和互動。
3.求職者有問題時，能透過粉絲團塗鴉板進行發問與回答，減少人力和時間的成本。
4.利用Facebook招募的職務特性有與網路操作相關、學生族群、已對公司了解的粉絲。

關鍵字：粉絲團，行銷，社群網站，招募，Facebook

Nowadays, the Internet is well developed. More and more social network sites, such as Blogs, Twitter, MySpace, Facebook, YouTube, etc. are coming up. Usually, people use these social network sites to express their feelings, record their lives, and communicate with their friends. When the number of user becomes vast, the benefits of business, such as advertising campaigns would show up, too. On the other hand, because of the well developed Internet, companies will also utilize the power of Internet when recruiting.

There are huge business benefits on the social network sites, because the sites could attract a large number of people. In recruiting, companies also need to attract the attention of candidates, and make them to apply for the job. Therefore, in this study, we can realize that how to utilize the most popular social network site- Facebook to do recruitment.

After searching and collecting materials, Facebook is still growing. Unfortunately, just a few companies use Facebook to do recruitment, but there are a lot of companies operate Facebook Pages very well in marketing way. This study tries to figure out how to utilize Facebook Pages to do recruitment by visiting companies with successful Facebook Pages, and having discussion with many human resource experts.

The results of this study that:
1.Facebook could be a recruiting channel. It owns many features, such as spreading information quickly, sharing information, and interacting immediately.
2.Facebook is very popular now. On Facebook Pages, companies could use interesting and flexible recruitment methods to attract and keep in touch with candidates.
3.If candidates have any question, they could have Q&A right on the Facebook Pages. In this way, they also could save time and cost.
4.The characters of position which suit for using Facebook to do recruitment are relative to the Internet, student groups, the fans of companies.

Key words: Facebook Pages, marketing, social network sites, recruitment, Facebook

第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 網路招募概念 3
第二節 行銷溝通與招募 6
第三節 網路行銷 11
第四節 Facebook國內外成功行銷案例 17
第三章 研究方法 23
第一節 個案研究法 23
第二節 研究架構 24
第三節 研究過程 25
第四章 個案公司研究分析 27
第一節 A個案公司訪談分析 27
第二節 B個案公司訪談分析 38
第三節 C個案公司訪談分析 46
第四節 D個案公司訪談分析 55
第五節 個案公司綜合分析與討論 62
第五章 結論與建議 71
第一節 研究結論 71
第二節 研究建議 76
參考文獻 78

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