網際網路改變了人們應徵工作的方式，也讓招募管道更加地多元化，於是，越來越多的企業開始「主動」招募人才，由此可知，企業該如何行銷自己以吸引更多求職者的議題，也將變得越來越重要。
基於上述，本研究將行銷理論、概念等應用至人資領域中，探討社群媒體雇主口碑訊息對求職者應徵意願的影響，除了分析口碑訊息品質高低的效果之外，也加入了雇主知識，研究其是否會中介口碑採用度與應徵意願之間的關係，另一方面，本研究也會操弄雇主口碑內容，探討不同的雇主口碑內容是否會干擾求職者的應徵決策過程。
本研究針對有求職經驗者發放了400份（200份理性，200份感性）問卷，根據分析結果顯示，口碑訊息品質越高則求職者的口碑採用度越高，應徵意願也會越高，此外，雇主知識會部分中介口碑採用度及應徵意願的關係，另一方面，當雇主口碑內容越偏向感性訴求，則求職者採用該口碑後越容易形成對該公司的雇主知識，而當雇主口碑內容越偏向理性訴求，則求職者越容易受自己本身對該公司的雇主知識所驅使，去應徵該間公司。

The Internet has changed the way people apply for jobs and also diversified recruitment routes. As a result, more and more companies began to actively recruit talent. Therefore, it becomes more and more important for companies to think how to market themselves to attract more job seekers.
Based on the above, we apply the marketing theory and concepts to the area of human resources to discuss the impact of social media employer WOM on job seekers’ willingness of application. In addition to analyzing the effect of quality of WOM message, we also join employer knowledge to explore whether it has mediation effect between WOM adoption and willingness of application. On the other hand, this study will manipulate the contents of employer WOM to explore whether different WOM content will interfere with job application’s decision-making process.
400 participates (200 for rational, 200 for emotional) who has job finding experience finished the questionnaires. According to the analysis, the results show that the higher the quality of WOM message, the higher the adoption rate of job seekers, and also the higher the willingness of application. In addition, the employer knowledge has part of mediation effect between WOM adoption and willingness of application. On one hand, when the content of employer WOM become more emotional, the job seekers will form the company’s employer knowledge more easily after adopting the employer WOM. On the other hand, when the content of employer WOM become more rational, the job seekers will be more likely to be motivated by their own employer knowledge of the company to apply for the company.

蔡坤展。(2007)。組織特性、雇主知識及求職者應徵意圖之跨層次分析—雇主品牌權益觀點。國立中山大學人力資源管理研究所碩士論文。
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