群眾外包之雇主評價–美國財星500強企業於Glassdoor之評價研究
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2019
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Abstract
近年來，求職取向的社交網站的群眾外包強烈地影響了雇主品牌。這些社交網站，例如Glassdoor，允許求職者訪問過去或現任員工對於求職者預期雇主的評價。然而，員工評價的各種評級之間的關係仍不明確。本研究使用美國財星500強公司的樣本，收集並分析了員工的評價及對Glassdoor的評論。我們的研究結果說明，員工是否會向朋友推薦他們的公司語與整體雇主評價具有正相關；而文化和價值則是整體雇主評價的最佳預測因素。為進一步了解台灣的情況，以500強公司在台分公司為例，進行與Glassdoor相同問題的問卷調查的補充研究，而在台分公司的分析結果沒有展現出與本研究相同的趨勢。我們希望此研究結果可以幫助雇主用戶採用新的數位平台以支持他們的眾包雇主品牌，並藉由提升公司內部的文化與價值，更有效率地招募員工。
The employer branding has been strongly influenced by crowdsourcing through job search oriented social networking sites (SNSs) in recent years. These SNSs, such as Glassdoor, allows job seekers to access current or ex-employees’ reviews on prospected employers. However, the relationships among various ratings of employee reviews are relatively unknown. Using a sample of US Fortune 500 companies, our study 1 extracted and analyzed both employees' explicit ratings and written comments on Glassdoor. Our evidences showed that whether or not employees would recommend their company to a friend was significantly related to overall rating, and we also found that culture& value was the best predictor for the overall employer rating. We also used one Taiwan branch of one of US Fortune 500 companies as a sub-sample to make a confirmatory examination based on the same questions used by Glassdoor as a supplement, however, the results had slightly different findings. We hope the study findings can help employer users be able to adopt the new digital platforms to support their crowdsourced employer branding, and accordingly recruit employees more efficiently by enhancing the culture and value of the company.
The employer branding has been strongly influenced by crowdsourcing through job search oriented social networking sites (SNSs) in recent years. These SNSs, such as Glassdoor, allows job seekers to access current or ex-employees’ reviews on prospected employers. However, the relationships among various ratings of employee reviews are relatively unknown. Using a sample of US Fortune 500 companies, our study 1 extracted and analyzed both employees' explicit ratings and written comments on Glassdoor. Our evidences showed that whether or not employees would recommend their company to a friend was significantly related to overall rating, and we also found that culture& value was the best predictor for the overall employer rating. We also used one Taiwan branch of one of US Fortune 500 companies as a sub-sample to make a confirmatory examination based on the same questions used by Glassdoor as a supplement, however, the results had slightly different findings. We hope the study findings can help employer users be able to adopt the new digital platforms to support their crowdsourced employer branding, and accordingly recruit employees more efficiently by enhancing the culture and value of the company.
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Keywords
雇主品牌, 群眾外包, 網路口碑, Employer branding, Crowdsourcing, Electronic word-of-mouth (eWOM), Glassdoor