網際網路時代下，企業日益仰賴社群網站進行招募，此外企業的網路口碑決定了雇主品牌的優劣，進而影響其招募與留任人才。近年來，職場評論網Glassdoor的出現，成為企業在招募上的新選擇，員工可在Glassdoor上對企業評論與評分，以影響企業的雇主品牌與網路口碑。

本研究以Glassdoor為研究樣本，蒐集37,000多則線上評論，並使用大數據分析軟體Python為研究分析工具，進行網路爬蟲與文字探勘。使用詞頻分析，TF-IDF關鍵字分析與隱含狄利克雷分布 (Latent Dirichlet Allocation) ，對最佳與最差企業的優缺點四個文本作主題模型與關聯性分群，研究結果得出七大類員工工作在意要素的主題模型，包含（1）工作生活平衡、（2）組織文化認同、（3）職涯發展機會、（4）薪酬福利、（5）上層管理、（6）社會心理價值、（7）顧客關係。透過本研究，期望能幫助企業做人力資源政策上的調整，以提升雇主品牌來加強未來留任與招募人才的效能。

In the era of the Internet, enterprises are increasingly relying on different types of social networking sites for recruitment. In addition, the online word-of-mouth of the enterprise determines the pros and cons of the employer brand, which becomes the key factors to affect the enterprise to recruit or retain the talent. In recent years, the emergence of Glassdoor has become a new online employment website for enterprises and employees. Through Glassdoor, employees can leave online reviews and score for their enterprises, which in turn affects the employer brand and online word-of-mouth of the enterprise.

This study used the big data analysis tool Python as the research analysis tool to extract more than 37,000 employee’s online reviews for textual analysis from Glassdoor. Using words frequency analysis, TF-IDF keywords analysis, and Latent Dirichlet Allocation to conclude topic models and relevance grouping from four texts of the best and the worst enterprises’ pros and cons reviews. The result revealed 7 key employee work-concerned factors topic: (1) work-life balance, (2) organizational culture identity, (3) career development opportunity, (4) compensation and benefits, (5) upper management, (6) social and psychological value, (7) customer relationship. Through this study, it can help enterprises to adjust their human resource strategy, which in turn can improve their employer brand in order to enhance enterprises’ future performance on talent recruitment retention.

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