在高科技及知識經濟蓬勃發展的全球化時代中，人才儼然成為企業是否取得競爭優勢的致勝關鍵之一。此外，面臨現今新興的人才管理趨勢，各國企業逐漸開始重視雇主品牌經營與發展的重要性，而人力資源管理領域更進一步將雇主品牌視為能有效吸引人才的策略性管理工具。 值得注意的是，台灣目前有許多高科技業正致力於打造具有價值的雇主品牌形象，不過吸引外部就業市場上的優秀人才似乎成為企業形塑雇主品牌的主要目的。然而，過去有少數研究發現雇主品牌事實上除了能吸引外部人才外，更能進一步有助於現職員工的歸屬感與工作行為，進而為企業帶來許多正面效益。 有鑑於此，本研究主要以台灣高科技業現職員工為研究對象，並於160份有效問卷中透過結構方程模式（SEM）分析雇主品牌、員工投入、離職傾向以及組織公民行為彼此間之關係，同時更進一步檢視員工投入是否會分別在雇主品牌及離職傾向、組織公民行為間產生中介作用。 最後，本研究結果顯示雇主品牌各自對員工投入（含工作投入及組織投入）及組織公民行為具有正向影響效果，而雇主品牌對離職傾向則存在負向影響關係。除此之外，員工投入（含工作投入及組織投入）亦各自在雇主品牌與離職傾向、組織公民行為存在完全或部分中介效果。;In the era of globalization with high- tech and knowledge economy flourishing, talents become one of critical factors for companies to create competitive advantages. Additionally, faced with new breed of talent management in nowadays, companies all over the world are now striving for establishing and developing their own employer brand. Meanwhile, employer branding (EB) is also seen as the strategic management tool for attracting talents in the realm of human resources management. In fact, many of high- tech firms in Taiwan are now trying to build valuable employer brands, but it seems to be the one and only purpose that attracting excellent talents in the job market. However, few studies have found out that EB can not only attract talents outside of the companies but actually leverage a sense of belonging and work behaviors among employees, and further provide companies with lots of positive benefits. Given that the effect of EB on incumbent employees, this study primarily probes into the relationship between EB, employee engagement (EE), turnover intention (TI) and organizational citizenship behavior (OCB) in Taiwan’s high- tech industry. Besides, we further investigate the mediating effect of EE on EB and two dependent variables via SEM analysis. Finally, results show that EB has positive effects on EE, and OCB, but has negative effect on TI. In the meantime, both EB- TI and EB- OCB relationships exist mediating effects from EE.
