本研究彙整了雇主品牌相關文獻與並發展其架構，利用個案研究法，以在媒體調查中名列各產業最佳雇主的五間企業為樣本，透過個案公司之深度訪談稿，彙整出各企業經營雇主品牌之架構、傳遞之要素、以及行銷之方法。 研究結果發現，五家企業的雇主品牌大多傳遞了「照顧員工」、「值得信賴」、「誠信」的屬性，與「優於同業的薪資與良好的福利」和「歸屬感與向心力」的利益，以及推行成效顯著的價值觀，企業文化亦多有「創新」和「努力、苦幹」的特性，在招募員工過程中多強調員工的適才適所以及與企業文化的適佩性。 而受訪公司多未針對外部進行雇主品牌的行銷活動，內部行銷方面則與人力資源管理實務密切結合，透過發展符合員工需求的策略與方案，滿足員工需求，以提升雇主品牌忠誠度。

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.

第一章 序論..............................................3
第一節 研究背景與動機...................................3
第二節 研究目的..........................................5
第三節 研究流程..........................................7
第二章 文獻探討..........................................8
第一節 雇主品牌的定義....................................8
第二節 雇主品牌的理論基礎...............................12
第三節 雇主品牌的概念架構...............................16
第三章 研究方法.........................................26
第一節 個案研究法.......................................26
第二節 研究架構.........................................27
第三節 研究過程.........................................28
第四章 個案公司研究分析.................................34
第一節 裕隆汽車之個案訪談分析...........................34
第二節 遊戲橘子之個案訪談分析...........................53
第三節 花旗銀行個案公司分析.............................70
第四節 中華航空之個案訪談分析...........................86
第五節 統一企業之個案訪談分析..........................104
第六節 個案公司綜合分析探討............................118
第五章 結論與建議......................................130
第一節 結論............................................130
第二節 建議............................................133
參考文獻...............................................137
附錄一 訪談大綱........................................143

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