品牌恐攻事件下的企業人才吸引應對策略研究

Research on Corporate Talent Attraction Strategies under Brand Sabotage Incidents

本研究關注品牌恐攻情境下企業的人才吸引應對策略，旨在探討當企業面臨負面形象時，如何有效維繫現有員工的向心力，並提升對潛在求職者的吸引力。
本研究將選取了六個來自不同行業的受訪者進行訪談，並運用主題分析法對訪談資料進行細緻剖析，以深入瞭解企業在此情境下的應對方式及其影響。研究結果顯示，儘管偶發的品牌恐攻現象不會對企業造成劇烈的影響，但對企業形象的侵蝕效應不容忽視。特別是當企業未能及時回應或處理時，公眾與求職者對企業的負面認知將可能進一步固化，從而嚴重削弱企業的雇主品牌吸引力。本研究進一步分析了企業在不同情境下應對品牌恐攻的策略及其成效，並探討影響這些策略有效性的關鍵因素。研究發現企業的應變速度、危機處理的透明度以及與內部員工、外部求職者的資訊傳遞與回應機制，均可能影響品牌恐攻對企業的長期影響。此外，研究人員概述了研究的局限性，並為未來的研究方向提供建議，期望能為企業在人力資源管理與品牌策略規劃上提供實務上的參考。

This study focuses on corporate talent attraction strategies in the context of brand sabotage, aiming to explore how organizations can effectively maintain the commitment of existing employees and enhance their appeal to potential job applicants when facing a negative brand image. The study selected six respondents from different industries for in-depth interviews and employed thematic analysis to systematically examine the interview data, providing a comprehensive understanding of corporate responses and their implications in such scenarios. The findings indicate that while sporadic brand attacks may not exert an immediate and severe impact on organizations, their erosive effects on corporate image should not be underestimated. In particular, when companies fail to respond or manage the crisis in a timely manner, negative perceptions among the public and job seekers may become further entrenched, significantly weakening the employer brand's attractiveness. Furthermore, this study analyzes corporate strategies for addressing brand sabotage across different contexts and evaluates their effectiveness, identifying key factors that influence the success of these strategies. The results suggest that an organization's response speed, transparency in crisis management, and the effectiveness of information dissemination and response mechanisms with both internal employees and external job seekers can shape the long-term consequences of brand sabotage. Additionally, the study outlines its limitations and proposes directions for future research, with the aim of providing practical insights for corporate human resource management and brand strategy development.