||Since the mid-1980s, Taiwan has witnessed improved living standard of the general public and the growing population of foreign visitors. According to Directorate-General of Budget, Accounting and Statistics, E.Y., the overall service industry accounted for 64.23% of GDP in Q1 of 2017, corresponding to 59.26% of the total employment. The service industry has gradually become the main body of Taiwan's economic activities, as well as the largest source of job creation. Therefore, this study focused on the single chain restaurant industry, aiming to understand how corporate culture influences the employer brand and organizational attractiveness. Case studies were performed with qualitative research method. Data were collected from six enterprises, representing from Chinese, American or Japanese background. |
The result of this study could be compared to a car. Good corporate culture is the durable engine, employer brand is the accelerator, and the organizational attractiveness is the car. With a good engine, even a merest press on the accelerator is enough for the car to run, thus attracting a large number of job candidates and increasing employees’ retention rate. However, with a problematic engine, no matter how hard you press the accelerator, the car would not go well and could even result in the opposite effect.