雇主品牌管理與員工品牌權益：跨層次之中介與調節影響效果

Employer Branding and Employee-based Brand Equity: The Mediating and Moderating Effects in Multilevel Models

研究目的：過去有關於雇主品牌管理的研究多探討對於公司外部求職者的效果，缺乏針對以內 部員工為主的研究，因此本研究之目的在於探討雇主品牌管理員工的工作意義感、員工品 牌權益，以及與員工自我概念之跨層次影響關係。 研究設計與方法：本研究以問卷調查法，從金融產業之 29 家公司獲得 373 位員工，以階層線性 模式進行跨層次分析。 研究結果：雇主品牌管理對工作意義感與員工品牌權益具有跨層次直接影響效果，工作意義感 在雇主品牌管理與員工品牌權益之間具跨層次部分中介效果，員工的實際自我及理想自我 與品牌一致性在工作意義感及員工品牌權益間具調節作用。 研究限制與啟發：本研究之樣本來自金融相關產業，包括銀行業、保險業、證券業組成，樣本 的外部效度會受到限制。此外，本研究之員工自我概念僅包含實際自我與理想自我，但自 我概念還包含更多不同內涵。 理論/實務/社會意涵：雇主品牌管理可做為策略人力資源管理的一部分，並在雇主品牌管理中 投入塑造工作意義感的相關資源以及加入品牌人力資源管理的策略。 創見/價值：為雇主品牌管理對公司內部影響提供新的觀點，補足雇主品牌管理之跨層次影響研 究缺口。

Purpose- Prior research mainly focused on the effect of employer branding on external job seekers, revealing a critical research gap. This study aims to investigate the impacts of employer branding on work meaningfulness, employee-based brand equity, and employee self-concept. Design/methodology/approach- 373 employees of 29 organizations were collected from financial industries. Hierarchical linear regression was utilized to analyze multilevel relationships. Findings- Results demonstrate that employer branding positively affects work meaningfulness and employee-based brand equity in multilevel relationships. Work meaningfulness partially mediates the multilevel relationship between corporate branding and employee-based brand equity. Employees‘ actual self-brand congruity and ideal self-brand congruity moderate the relationship between work meaningfulness and employee-based brand equity. Research limitations/implications- This study collected data form financial industries which comprises commercial banks, insurance and securities companies, indicating that external validity of the research is limited. Moreover, employee self-concept in the research only includes actual self and ideal self, whereas self-concept still contains more different contents. Practical implications/Social implications- Employer branding can be regarded as a part of strategic human resource management, which helps the organization to shape work meaningfulness and build the strategy of brand human resource management in the employer branding practices. Originality/value- This study reflects new perspectives on the internal impact of employer branding and fills the gap of employer branding in multilevel research.