雇主品牌為近年來人力資源管理領域最頻繁被討論與成長的概念之一，對於人力資源管理流程中的不同面向都有一定的影響力，然而大部分的文獻皆著重在對於個人求職意願等結果，較少以企業的角度來檢視雇主品牌的效益，因此此論文旨在探討雇主品牌以企業角度來看對於招募成效的影響。同時由於少子化以及人才年輕化等因素，校園徵才計畫越來越受到各企業的重視，藉此想同步探討出企業會如何將雇主品牌的概念運用到校園徵才計畫上，兩相結合後又會如何影響到招募成效，以及以企業的角度來了解何種衡量標準是可以有效且實際的檢測校園徵才計畫與雇主品牌之效益。

經由採訪皆於服務業並領導或參與協辦校園徵才計畫的六位人力資源經理和專員，歸納出校園徵才計畫的類型、雇主品牌與校園徵才計畫之關係、與兩者如何影響到招募成效。此外，也針對企業執行校園徵才計畫背後的原因進行歸納與統整，最後也針對這幾個向度對企業提出建議，期望企業能精準運用資源，同時也得到最高的效益，在人才資本市場中保持優勢。

Employer branding has gained significant attention in the field of human resource management. However, most research focuses on individual job seekers rather than the benefits for organizations. This study aims to explore the impact of employer branding on recruitment outcomes from a company perspective.
Besides, campus recruitment becoming one of the most crucial channels for employers to recruit owing to the declining birth rate and the increasing proportion of young talent in the workforce. How to integrate employer branding into campus recruitment programs affects recruitment outcomes and proposes effective measurement criteria have also been investigated.
Interviews with HR managers and specialists who had ever been involved in campus recruitment in the service industry provide insights into the types of campus hiring programs, the relationship between employer branding and campus recruitment, and their influence on recruitment outcomes. Recommendations are provided to help organizations optimize resources and maintain a competitive edge in the talent market.

論文審定書i
中文摘要ii
ABSTRACTiii
CHAPTER 1 INTRODUCTION1
CHAPTER 2 LITERATURE REVIEW4
2.1 EMPLOYER BRANDING4
2.1.1 External Employer Branding6
2.1.2 Employer Branding Program7
2.2 CAMPUS RECRUITMENT9
2.2.1 Fresh graduates11
2.3 RECRUITMENT OUTCOMES12
2.3.1 Recruitment Performance and employer branding15
2.3.2 Recruitment Performance at firm level16
CHAPTER 3 RESEARCH METHODOLOGY18
3.1 RESEARCH APPROACH18
3.2 RESEARCH DESIGN20
3.3 SAMPLE21
3.4 DATA COLLECTION23
3.5 DATA ANALYSIS28
CHAPTER 4 FINDINGS AND DISCUSSIONS32
4.1 FINDINGS33
4.1.1 Campus hiring program33
4.1.1.1 Types of campus hiring program33
4.1.1.2 Benefits of campus hiring program46
4.1.2 Employer branding50
4.1.3 Recruitment outcome59
4.2 DISCUSSION64
CHAPTER 5 CONCLUSION67
5.1 OVERALL CONCLUSION67
5.2 MANAGERIAL IMPLICATIONS69
5.3 LIMITATION70
REFERENCES72
APPENDIX79

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