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博碩士論文 etd-0420117-202913 詳細資訊
Title page for etd-0420117-202913
論文名稱
Title
Creating a strategy for International Recruiting and International Employer Branding at the example of Wintersteiger AG
全球化徵才及企業品牌經營策略 以Wintersteiger AG為例
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
59
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2017-04-28
繳交日期
Date of Submission
2017-05-20
關鍵字
Keywords
图片、战略、雇主品牌、HRM、人力資源管理
employer branding, strategy, image, human resource management, HRM
統計
Statistics
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中文摘要
隨著商業全球化逐漸增加的趨勢,人力資源管理(Human resource management; HRM),如吸引、招聘及留住潛在員工等功能,也因為國際化觀點而持續擴大當中。此外,人力資源管理目前的趨勢,造成這些功能出現動態性的變化。其中最主要的改變,係由原本以職缺為重點的招募方式,逐漸轉向以人才為中心。
採取以人才為核心招聘方式的企業,必須做出努力以使自身成為具有吸引力的雇主,藉此獲得市場上最具競爭力、富有技術的專業人士注目。企業以提升組織吸引力為目標,採取了結合行銷及人力資源管理兩個領域的雇主品牌(Employer branding; EB)措施。而在加入國際化的觀點後,文化特性也必須被被納入考慮。
本文檢驗了當前人才招聘趨勢的影響及全球雇主品牌策略與文化差異的關係。根據研究結果與實際顧問個案分析,發現不同文化對於具吸引力之雇主品牌的認知有所差異。因此雇主品牌的策略可能需要依據不同的目標國家採取改編、適應。此外,對於創造正面的雇主品牌形象,考量目前趨勢如外包、社群網絡的運用或人才培育計畫等也甚為重要。
Abstract
With the increasing globalization of business, also human resource management (HRM) functions, such as attracting, recruiting and retaining prospective employees, have been expanded by an international perspective. Furthermore, current trends in HRM had an influence on the dynamics of this function. One of the major changes has been the shift from a vacancy-focused to a talent-focused approach to recruiting.
Recruiting with a talent-focus requires companies to make efforts in order to be attractive employers for the most skilled and competitive professionals on the market. Measures of employer branding (EB) combine the two study fields marketing and human resource management, with the aim of increasing an organization’s attractiveness are taken. Adding an international perspective to that, also cultural features need to be considered.
This thesis examines the influence of current recruitment trends as well as cultural differences on a global EB strategy. Based on research as well as the analysis of a practical consulting case of the topic, results showed that perceptions of what is perceived as an attractive employer brand differ between cultures. This might ask for an adaption of EB strategies, based on the target countries. Moreover, the consideration of current trends such as outsourcing, making use of social networks or talent development programs are crucial for creating a positive EB image.
目次 Table of Contents
1 Introduction 1
1.1 Problem Statement 1
1.1.1 Case study: International Recruiting and EB at Wintersteiger 2
1.1.2 Research Questions 3
1.2 Aims and structure of the thesis 4
2 Literature Review 5
2.1 Recruiting overview 5
2.2 International Recruiting 6
2.3 Current trends in global HRM 8
2.3.1 Outsourcing HRM work 8
2.3.2 Online recruiting 10
2.3.3 Global talent management and career development programs 11
2.4 EB and Employer Attractiveness 12
2.4.1 Employer Branding 12
2.4.2 Employer Attractiveness 14
2.5 Global labor mobility 14
3 Methodology 16
3.1 Secondary Sources 17
3.2 Exploratory interviews and questionnaire 17
3.3 Case study research 18
4 Case Analysis: A strategy on international recruiting and employer branding for Wintersteiger AG 19
4.1 The company Wintersteiger AG 19
4.2 Introduction of the case 20
4.3 Wintersteiger tackling global HRM trends 20
4.3.1 Outsourcing of IHRM tasks 21
4.3.2 Online HRM and EB on social networks 21
4.3.3 Talent management and clear career path programs 22
4.4 International employment and engineers’ expectations at Wintersteiger’s locations 23
4.4.1 Canada/U.S. 24
4.4.2 Italy 25
4.4.3 France 26
4.4.4 Germany 27
4.4.5 China 29
4.5 Recommendations and Action plan for Wintersteiger 31
4.5.1 Short-term action plan 31
4.5.2 Long-term recommendations 35
5 Conclusion and Discussion 36
6 References 42
7 Appendix 48
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