Social enterprise as a good employer brand? Impact of recruitment information from the perspective of signal theory

社會企業就是良好雇主品牌嗎？從訊號理論探討招募訊息的效果

在社會責任和永續發展的浪潮下，年輕求職者在求職時，越來越會考 慮未來雇主是否有參與相關社會責任的作為。因此，在聘僱的脈絡下，招募 廣告的相關背景和內容、方式是否影響求職者的主觀判斷是值得探究的。本 研究以一間新創的社會企業為研究背景，探討雇主品牌是否影響求職者主觀 評價之組織吸引力，並進一步探討了招募訊息線索、招募訊息呈現風格、以 及招募訊息美感在上述關係中所扮演的調節角色。依此，本研究為驗證假設， 採用量化研究的受試者間設計，以 157 名年輕潛在求職者為受試者，於 3 個 前測及 12 個模擬之求職情境中，操弄招募訊息線索、招募訊息呈現風格和 招募訊息美感。結果發現，由信號理論的角度來看，本研究不僅驗證了雇主 品牌對組織吸引力具有正向影響，也同時驗證信息呈現方式的重要調節作用。 最後也討論了實務上的貢獻、本研究的限制與未來的研究方向。

With growing awareness of social responsibility and sustainability, more and more young jobseekers are considering whether a prospective employer engages in relevant social responsibility actions. Therefore, in the context of employment, it is worth investigating whether the background, content, and methods of recruitment advertisements affect jobseekers’ subjective judgment. This study adopts a new social enterprise as the research context to examine whether the employer brand influences the organization’s attractiveness to jobseekers. Additionally, it explores the moderating effect of information cues, presentation styles, and aesthetics on this relationship. It applies a between- subjects design in which information cues, presentation styles, and aesthetics are manipulated in 3 pretests and 12 scenarios involving 157 young potential jobseekers. From the perspective of signaling theory, this study confirms not only the positive impact of employer brands on organizational attractiveness but also the important moderating role of information presentation styles. Practical implications of the findings and future research directions are discussed.