企業環境不斷因應全球化及科技化的競爭影響，再加上新世代員工對組織承諾及工作投入的多變影響，企業如何留任適才的員工，是人力資源工作者的重要課題。 本研究將以雇主品牌為研究主軸，搭配組織承諾及工作投入為中介因素，試圖分析雇主品牌對組織承諾、工作投入與離職傾向所產生之相關影響；並先以G科技公司臺灣總公司(以下簡稱G科技公司)為本次研究個案，進行研究調查與探討。 研究結果，G科技公司的雇主品牌與員工的組織承諾及工作投入等三者間均為正向之影響，G科技公司的雇主品牌與員工的組織承諾也能對員工的離職傾向產生負向之影響，但員工的工作投入卻沒有對離職傾向也產生負向之影響；換言之，G科技公司的員工對雇主品牌的忠誠度當能對組織產生高度的承諾時，才能降低離職傾向，否則G科技公司的員工如單只有高度的工作投入，仍會隨著外在競爭環境或內在經濟需求改變而有所影響。 因此，企業對雇主品牌經營與對企業品牌及產品品牌等經營ㄧ樣重要，如欲維持員工或顧客的忠誠度，並進而讓員工對組織產生承諾，需不斷對員工及顧客長期投入資源，以不斷研究分析並不斷創新價值。;Owing to how enterprises response to the competition raised by today’s globalization and technology advancement, together with the influence of ever-changing organizational commitment and job involvement of Generation Y, it has become a crucial topic for HR workers on how to retain talent. This thesis aim to analyze how an Employer Brand influences the organizational commitment, job involvement and employee turnover intention. This study will first choose G Technology Ltd. (hereinafter referred to as G-Tech) as the research case, using survey questionnaire to conduct further research and discussion. To sum up, a positive correlation is seen between the Employer Brand, organizational commitment and job involvement in G-Tech, and the organizational commitment can be employed to reduce the employee turnover intention; nevertheless, it does not mean that job involvement has a direct impact on reducing the employee turnover intention. In other words, G-Tech’s turnover intention can only be reduced when a rooted organizational commitment is made through the employee loyalty and trust toward the Employer Brand; whereas sheer job involvement, having weak influence on employee loyalty, can be overtaken by the external competitive environment or internal monetary needs. As a result, it is important for the employer to treat the Employer Brand the same way they manage the enterpirse and product brand. Furthermore, in order to maintain both brand loyalty and employee loyalty, it is the employer’s responsibility to constantly study and invest resources to generate new value for both employees and customers.
