隨著網際網路技術的成熟，與網路使用人口的快速成長，網際網路已經成為一個具有影響力的行銷管道。近年來不論是任何商業領域都可能需要藉由網路媒體來達到各種有策略性價值的目的。當企業的人力資源需求運用在網路媒體上時，也可以用網路行銷的概念來進行套用，並可以進行更深入的研究。
本研究針對中小企業在人力銀行網站上刊登求才相關資訊，進行內容分析與探討，並依照網際網路特性，深入了解網路徵才廣告內容的資料對於求職者在主動應徵的行為上影響為何。中小企業的知名度在不如大型上市上櫃公司的情況下，如何多加利用網路招募的特性，發揮企業行銷創意，在網路徵才廣告文案上多加調整，才能有效吸引求職人才注意與應徵。此研究方向將針對網路徵才廣告的文案類目，進行詳細的分析與研究。
中小企業在進行徵才，因為招募資源不充足，導致無法很具體的來吸引求職者青睞，若徵才廠商能多加以用點心，在徵才廣告上內容上發揮創意，根據研究的結果與建議的方式，有機會獲得不錯的履歷表數量，讓中小企業盡快完成招募的任務。

Along with the Internet technology maturity, and the user population fast growth over several years, the Internet already became one of the most influence marketing channels. No matters in any trade domain, it must rely on this network media to achieve strategically goal. When enterprise's human resources demand utilization on Internet media, it may use the Internet marketing concept to explain it, and also conducts more knowledge through research.
This research aims to the public information of employee demand on job bank website, and to use this content analysis method understanding the relationship between advertisement contents and to affect regarding job seeker behavior. The SME (Small and medium-sized enterprise) are not famous as large-scale enterprise in the business area. How can SME attract more job seekers attention by using marketing creativity?
The SME have not much resources when running recruitment. Therefore, as long as the SME put more marketing creativity on advertisement, it may have the chance to obtain the good resume in quantity.

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