2019年至2022年COVID-19新冠肺炎全球疫情衝擊之下，台灣優異的防疫成效奠基於各企業即時的配套措施，為求持續營運與風險管控，企業被迫於短期內進行工作轉型，包含彈性工時、遠距辦公及工作生活平衡等，成為企業人力資源的關鍵議題，且不僅是為了防疫與持續營運為目的，更是在現今跨世代的職場中，企業應作為人才吸引與留任的主要策略考量。後疫情時代下，企業應如何將防疫成果轉為雇主品牌競爭力，藉由滿足員工需求提升工作滿意度，達成留任效益，是本研究主要關注之重點。 本研究以人力資源管理角度探討後疫情時代下的雇主品牌、員工留任及工作滿意度之間的關係，並以年齡分類為數位移民(1980年前出生)及數位原生(1981年後出生)兩大世代進一步比較其中之差異。本調查採用線上問卷方式及量化分析，共取得317筆有效問卷，數位移民世代為130份(41%)、數位原生世代為187份(59%)。 根據研究結果顯示：(1)後疫情時代下之雇主品牌與工作滿意度之間的關聯性為正相關，且相較於數位移民世代，數位原生世代具較顯著正相關(2)後疫情時代下之工作滿意度與員工留任之間的關聯為正相關，且數位移民世代具較顯著正相關，但兩世代差距不大(3)後疫情時代下之雇主品牌與員工留任之間的關聯為正相關，且相較於數位移民世代，數位原生世代具較顯著正相關(4)後疫情時代下之工作滿意度在雇主品牌及員工留任之間具有中介效果，且相較於數位移民世代，數位原生世代具較顯著正相關。;The global COVID-19 pandemic and lockdown during 2019 to 2022 has forced businesses to find other business strategies with new approaches. Such transitions include flexible work arrangement for work-life balance remote work and a series of digital communication, etc. After the COVID-19 pandemic, employers have asked their employees back to office; however, the requests for flexible hours and remote-work have become the important issue due to the positive experience of telecommuting and remote work. People are expecting more work flexibility. Therefore, it′s necessary for employers to weigh the factors that employees value most and make changes to boost workers′ productivity, to enhance their satisfaction, and to improve employee retention. The aim of this study is exploring the relationship between employer branding, job satisfaction and employee retention in the post-epidemic era from the perspective of human resource management. The interviwees were divided into two generations：Digital Immigrants (born before 1980) and Digital Natives (born after 1981) by age. Online questionnaires were implemented and evaluated by quantitative analysis. In a total amount of 317 valid questionnaires, 130 interviewees (41%) are the digital immigrants and 187 interviewees (59%) are the digital natives. According to the research results: In the post-epidemic era, (1) the relationship between employer brand and employee job satisfaction is positively correlated, which is more significantly positive correlated in the digital native group. (2) the relationship between employee job satisfaction and retention is positively correlated in both groups, and it’s more significant in digital immigrant group by only a narrow margin. (3) The relationship between employer branding and retention is positively correlated, which is more significantly positive correlated in the digital native group. (4) Employee job satisfaction play a mediating role between employer branding and employee retention, which is more significant in the digital natives group comparing to digital immigrant group.
