教保人員的個人品牌內涵及其相關議題初探

本研究嘗試以McNally 與 Speak提出的個人品牌構面為基礎，依據多方利益關係人的訪談內容，分析教保人員個人品牌的主要內涵以及相關議題。研究中以自編的訪談大綱針對21位受訪者進行半結構性訪談，包含6位幼稚園園長、8位教保員及7位家長代表。研究發現受訪者認為教保人員建立個人品牌有其重要性與功能，而其內涵可區分為「能力」構面，包含專業能力與行政能力，「標準」構面，包含處理事務的態度；「風格」構面則包含個人特質與儀容形象。園所主管與教保員的個人品牌內涵差異不大，然前者強調行政管理能力，後者注重班級內的教保工作。最後，歸納塑造個人品牌的具體建議，可供教保人員參考。

Based on McNally and Speak’s personal brand dimension， and interviews with a variety of related parties， this study tried to analyze main contents and related issues of personal brand for early childhood educators. A Self-edited interview outline was used to conduct a semi-structure interview with 21 persons， including 6 directors， 8 early childhood educators and 7 parent representatives at kindergartens. The interviewees indicated that it was important and functional for educators to build personal brand. The content could be divided into “ability” dimension， including professional and executive abilities， “standard” dimension， including the way to deal with things， and “style” dimension， including personal characteristics and image. As to personal brand， there was no huge difference between directors and educators. The former focused on administration ability， whereas the latter put emphasis on care and education in the classroom. Finally， it came up with concrete recommendations on how to build personal brand to provide references for early childhood educators.