社群招募是最近這幾年興起的招募形式，在以往的學術研究上並無相關研究問卷或是文獻明顯不足可供參考，本研究認為需要進行實際訪談，針對目前企業已使用社群招募的人資專員和社群經營者一同針對此題目進行探討。因此本研究採用質化取徑的方式，以社群網站、雇主品牌、弱連結、社會交換等相關文獻並加以分析探討。
本研究結果發現主要有三，其一社群招募為企業帶來提升雇主品牌、精準招募、縮短招募周期、招募人才無侷限等優勢。其二為是社群招募的關鍵成功因素，對企業而言的是「社群經營策略」及「打造雇主品牌」，對招募人員而言是「培養社交技能」及「提升社群經營能力」。其三為招募績效來自於接觸外部潛在人才多寡，而「弱連結」及「資訊互惠」則是接觸外部潛在求職者多寡的途徑及拓展模式，所以提出招募人員建立弱連結策略為「建立異質性連結」與「加入共同興趣的社團與活動」與「積極經營個人社群品牌」，對社群招募效益具有正向的影響力，為企業創造競爭力，提升招募績效。

Social recruiting has become very popular in these recent years. However, there are not many academic research studies or surveys in this area for references. This study uses practical interviews with human resource personnel who has been using social recruiting and also the social media owner to investigate on this subject. Hence this study adopts qualitative analysis approach to conduct research on social media, branding, weak ties and social exchange.
This study had three findings. The first finding is the advantages of social recruiting which include organization’s branding, precise recruitment, shorten recruitment duration and no limitation on talent recruitment etc. The second finding is the key success factors. From organization’s perspective, the key success factors are “social management strategy” and “promotes branding” while for the recruiters, the key success factors are “developing social skills” and “enhance social management ability”. The third finding is that the performance of recruiting comes from the availability of talents and therefore this study suggested recruiters to setup weak ties strategies such as “setup a heterogeneity connection”, “participate in social groups or activities with similar interests” and “actively manage individual social group branding”, all these will have positive impacts on social recruiting, increase organization competitive advantages and enhance recruitment performances.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 6
第二章 文獻探討 7
第一節 社群網站 7
第二節 社群招募 10
第三節 雇主品牌 12
第四節 弱連結理論 14
第五節 社群經營 17
第六節 社會交換理論 21
第三章 研究方法 23
第一節 研究設計 23
第二節 研究對象 26
第三節 資料收集 28
第四節 資料分析 29
第四章 結果分析 31
第一節 社群招募使用動機及流程 31
第二節 社群招募對企業帶來的價值 35
第三節 社群經營的心態及技能培養 47
第四節 社群招募品牌互動的影響層次 51
第五節 弱連結-社群人脈的重要因素 55
第五章 結論與研究限制 59
第一節 研究結論 59
第二節 研究建議 69
第三節 管理實務意涵 75
第四節 研究限制與未來研究方向 77
參考文獻 78
一、中文部份 78
二、英文部份 78
附錄一 訪談大綱 83
附錄二 社群招募事例與分類 84
第一節 社群招募使用動機及流程 84
第二節 社群招募對企業帶來的價值 87
第三節 社群招募與人資工作的差異 91
第四節 社群招募線上應徵互動經驗 94
第五節 社群招募品牌層次互動影響 98

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