日趨激烈的人才爭奪戰迫使企業將更多資源投入在徵才廣告訊息框架中。本研究將以奧地利公司為例，探討為何組織規模會影響招聘廣告框架的設置。文獻資料檢視了雇主為僱員提供的價值（僱員價值主張）及其與企業規模的關係。本文透過內容分析法分析已求職平台karriere.at刊登與業務及入門級職業相關招募廣告的121家企業為樣本驗證假說。研究結果顯示，技能發展、技能要求、工作流動及工作自主性對組織規模皆有顯著影響。此外，不同工作特性的組合對於大型與小型企業皆有影響效果。以所呈現的徵才廣告訊息框架為基礎，對於初次尋職者，建議選擇高度結構化且致力於技能學習與工作流動之大型企業就業或挑選具有高度工作自主性與良好團隊合作精神的小型企業就職。

The growing war for talent forces companies to invest more resources into the framing of job advertisements. This thesis examines why the firm size influences the framing of job ads in Austrian companies. A literature review examined the values an employer offers to its employees (employee value proposition) and their relation to firm size. The proposed hypotheses are empirically tested with a content analysis that is performed over 121 business-related, entry-level job ads from Austrian companies posted on the career platform Karriere.at. A test of 9 hypotheses indicates that skill development, skill requirements, job mobility, and job autonomy are significantly influenced by firm size. Also, different combinations of these values could be identified for small and big firms. Based on the presented framings in job ads, it is concluded that career starters can choose between a highly structured career focused on skill acquisition and job mobility in big firms or a career with high autonomy and good team spirit in small firms.

Thesis Validation Letter...............................................................................................................................i
摘要 .............................................................................................................................................................. ii
Abstract ...................................................................................................................................................... iii
1. Introduction......................................................................................................................................... 1
2. Literature Review ...............................................................................................................................5
2.1. EMPLOYER BRANDING..................................................................................................................5
2.1.1. Introduction ......................................................................................................................... 5
2.1.2. Employee Value Proposition (EVP)....................................................................................6
2.1.3. Firm size .............................................................................................................................. 8
2.1.4. Framework development.....................................................................................................9
2.2. CHAPTER SUMMARY...................................................................................................................17
Methodology ......................................................................................................................................18
3.1. INTRODUCTION ...........................................................................................................................18
3.2. CONTENT ANALYSIS ...................................................................................................................18
3.3. JOB ADVERTISEMENT ..................................................................................................................18
3.4. FIRM SIZE....................................................................................................................................23
3.5. CATEGORIES ...............................................................................................................................24
3.6. HYPOTHESIS TEST METHOD .......................................................................................................25
3.7. CO-OCCURRENCE NETWORK ......................................................................................................26
4. Results ................................................................................................................................................ 27
4.1. INTRODUCTION ...........................................................................................................................27
4.2. HYPOTHESES TESTING ................................................................................................................27
4.2.1. Skill development and firm size ......................................................................................... 27
4.2.2. Job mobility and firm size ................................................................................................. 31
4.2.3. Job security and firm size..................................................................................................32
4.2.4. Salary overpayment and firm size ..................................................................................... 34
4.2.5. Benefits and firm size ........................................................................................................ 35
4.2.6. Job autonomy and firm size...............................................................................................38
4.2.7. Organizational status and firm size ..................................................................................39
4.2.8. Hypotheses Summary ........................................................................................................40
4.3. CO-OCCURRENCE NETWORK ......................................................................................................41
5. Discussion ..........................................................................................................................................43
5.1. LIMITATIONS ..............................................................................................................................44
5.2. RECOMMENDATIONS FOR FURTHER RESEARCH...........................................................................45
6. Conclusion .........................................................................................................................................46
7. References .......................................................................................................................................... 48

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