企業社會責任與雇主品牌對青年應徵傾向的影響

The Influence of Corporate Social Responsibility and Employer Brand on Youth Job Pursuit Intentions

臺灣近年來遭遇少子化與高齡化等衝擊，勞動力供給持續減少，人力資本成為各個企業爭奪的重點。許多企業因此投身於建立獨樹一幟的雇主品牌，透過雇主品牌能將企業內部資訊清晰的傳達給大眾，告訴大眾此企業是一個理想的工作場所，以此吸引求職者前來應徵。另外，隨著企業社會責任（Corporate Social Responsibility, CSR）概念的興起，大眾開始會以一間企業的企業社會責任落實程度來評斷此企業，過去有許多研究表明企業社會責任對於企業形象有加分之作用，可以提升企業在求職者心中的地位，吸引更多求職者前來應徵，然對於雇主品牌之研究較少。因此，本研究將探討企業社會責任能否加強企業的雇主品牌，並對求職者的應徵意圖產生影響。
本研究以人力資源潛在從業人員，且年齡位於21~30歲者為研究對象，透過便利抽樣方式進行問卷發放。共計回收275份有效問卷，透過相關分析及迴歸分析檢驗問卷，獲得之研究結果如下：
1.企業社會責任對雇主品牌有正向影響。
2.雇主品牌會提升求職者的應徵意願。
3.雇主品牌對企業社會責任與應徵意圖有部分中介之效果。
從研究結果可得知，當一個企業落實企業社會責任時，將促使企業的雇主品牌價值提升，進而增加潛在求職者的前來應徵之想法。

In recent years, Taiwan has encountered the impact of declining birth rate and aging population, and the supply of labor force has continued to decrease. Human capital has become the focus of competition for various companies. Therefore, many companies devote themselves to building a unique employer brand. Through employer brand, the company's internal information can be clearly conveyed to the public, telling the public that the company is an ideal workplace, to attract candidates to apply. In addition, with the rise of corporate social responsibility (CSR), the public began to judge a company by its degree of implementation of CSR. In the past, many studies have shown that CSR has a positive effect on corporate image and can enhance corporate reputation, and attract more candidates to apply. However, there are few studies on employer brand. Therefore, this study explores whether CSR can strengthen employer brand and have an impact on candidates' job pursuit intention.
In this study, potential practitioners of human resources who are between 21 and 30 years old are the research objects, and questionnaires are distributed through purposive sampling. A total of 275 valid questionnaires were retrieved. Results of the regression and correlation analysis are as follows:
1.CSR has a significantly positive impact on employer branding.
2.Employer brand will increase candidates' job pursuit intention.
3.Employer brand has a partial mediating effect between CSR and applicant intention.
From the research results, when a company implements CSR, it will promote the company's employer brand value, thereby increasing candidates' job pursuit intention.