本論文的目的在於了解什麼樣的關鍵因素會影響求職者應聘家族企業 (family firm)。進一步而言，本研究所定義的求職者，乃目前即將畢業、進入就業市場的「企業管理相關」、即將畢業學生。為使研究分析更有比較分析的意義，本研究採用「跨國比較分析」，分析「奧地利」與「台灣」的企管相關科系的畢業生作為研究分析的對象。
本研究的焦點團體座談 (Focus Group Discussion) 結果顯示，雖然「應徵公司是否為家族所擁有」並非影響求職者投遞履歷的關鍵影響因素，但是台灣求職者認為，「是否為家族所擁有」的確會影響其應徵與求職意願；而奧地利求職者卻認為此一因素不會造成影響。相反地，奧地利的求職者主要在意應徵公司的「創新」(innovation)與發展性(sustainability)。
此論文提供了家族企業一個新的思考方向，除了家族企業與國族的差別，還應該考量家族企業的品牌行銷的問題，以使家族企業能有足夠、結合人力「供應」家族企業未來發展所需。意即，家族企業在求職者心中的「品牌形象」，會是未來相關研究的一個思考方向，尤其當該企業有意於向國外發展、並且聘僱外籍人士時。本研究顯示，執著於外籍人士的相關移民、工作規定，可能有「見樹不見林」之憾。

The aim of this thesis is to identify the critical factors that influence job seekers to apply for family firms as their future employer. The target group is narrowed down to business graduate students. In order to analyze whether culture influences the results, this study is expanded to a cross-country comparison of Austria and Taiwan.
Responding to the need of a qualitative study in the family business field, this thesis includes an empirical study by using the focus group method. Eight face to face interviews were combined into two focus groups and the groups were divided up country-wise.
Although the factor of being family owned is not directly a critical factor for Austrian and Taiwanese job seekers to apply for a specific company, it still is positively perceived in Austria while it receives a negative image in Taiwan. Therefore, cultural values may influence the way a business is managed and perceived.
This thesis provides a good basis for family firms in different countries as it combines an in-depth literature review on family owned businesses and its characteristics in general while also focusing on employer branding. Within the literature analysis on family firms it indicates the need for further research in the family business field especially in regard to a unitary definition that is being used consistently.

THESIS VALIDATION LETTER i
ABSTRACT (CHINESE) ii
ABSTRACT (ENGLISH) iii
1 INTRODUCTION AND MOTIVATION 1
2 LITERATURE-REVIEW 3
2.1 FAMILY OWNED BUSINESS 3
2.1.1 Family owned business – a definition 3
2.1.2 Family owned business – Characteristics 6
2.1.3 Hofstede framework 10
2.1.4 Family owned business – Austria 12
2.1.5 Family owned business – Taiwan 15
2.2 EMPLOYER BRANDING 18
2.2.1 Employer Branding – a definition 19
2.2.2 Significance of Employer Branding 19
2.2.3 Employer Image and Reputation 22
2.2.4 The Employer Branding Process 25
3 METHODOLOGY 27
3.1 INTRODUCING THE SAMPLE 30
3.2 LINK TO CULTURAL COMPARISON 31
4 FINDINGS 31
5 CONCLUSION 49
5.1 DISCUSSION & COMPARISON 51
5.2 LIMITATIONS 55
5.3 MANAGERIAL IMPLICATIONS 57
6 REFERENCES 59
7 APPENDIX 63
7.1 INTERVIEW GUIDELINE 63
7.2 INTERVIEW WITH AUSTRIAN FOCUSED GROUP 64
7.3 INTERVIEW WITH TAIWANESE FOCUSED GROUP 75

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