本研究主要探討企業社會責任、雇主品牌及潛在員工求職意願之間的關聯性及影
響程度，並依照雇主品牌的內涵將其分成工具性特質及象徵性特質兩個面向，以進一
步剖析不同面向的雇主品牌對於企業社會責任及潛在員工求職意願之影響情況，並加
以驗證企業落實社會責任上的成效，如何透過雇主品牌來影響求職者對企業的認同
感，進而影響其求職。
本研究主要以紙本問卷的方式進行抽樣調查，針對有參加過校園就業博覽會或企
業徵才說明會的應屆畢業生為主要受測對象，而大三及碩一學生也視為重要的施測對
象，共回收273 份有效問卷。本研究結果顯示，透過獨特優異的雇主品牌，企業推動
社會責任措施更能顯著提升潛在員工的求職意願，而進一步探討企業社會責任各面向
對潛在員工的求職意願影響中發現，無論是透過雇主品牌-工具性特質或是雇主品牌-
象徵性特質，企業都要多挹注心力在員工面向的社會責任措施，如此才能更加有效的
提升潛在員工的求職意願；涉及員工的企業社會責任活動的實施，不僅可以增加員工
的社會意識，對公司產生歸屬感，更能增加組織在員工和社會心中的積極品牌形象，
有助於加強企業的雇主品牌，以吸引更多優秀人才加入。本研究結果除了可以作為後
續研究之基礎外，亦可提供業界作為施行企業社會責任措施及訂定策略性人力資源管
理方針的參考。

This research focused in the study of relativity and level of influence between corporate
social responsibility, employ band and job pursuit intention of potential employees. Following
the essential of the employ brand, two faces of direction were defined, instrumental attributes
and symbolic attributes, in order to deeply analyze the different faces of influence on corporate
social responsibility and employ band. This analyzation will help to verify the performance of
implementation of social corporate responsibility and how to influence the company
commitment of job applier through the employ brand and the applying status.
This research used questionnaire in paper for sample survey. Graduating students who has
attended career fair and info. section of companies are the targets of the survey. The juniors
and first year master students are the main targets as well. 273 papers of questionnaire were
collected. The result shows that the company who has distinct employ brand and corporate
social responsibility increased the rate of job pursue intention to potential employees.
Furthermore, in the study of the influence of social corporate responsibility in different faces
to job pursuit intention of potential employees shows companies should focus on employee
face direction of social corporate responsibility whatever the usage of employ brand -
Instrumental attributes or employ brand - symbolic attributes. Therefore, the rate of job pursue
intention would effectively increase. Involving in the implementation of employee’s social
corporate responsibility activities not only enhanced the social awareness of employees and
belonging to the company, but also increased the brand image of active company to employees
and society. This will help the company to enhance the employee brand and attract more talent
people to join. The research can be the base of the further research and be as a reference to
companies about implementing the social corporate responsibility and planning strategy of
human resources management.

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