雇主品牌權益能提升員工敬業度？工作活力的中介與工作樂趣的調節效果

Abstract

員工敬業度（Employee Engagement）是企業間在現今消極的社會風氣中一直在找尋的答案，如何有效增進員工敬業度則是領導者們必經課題，而雇主品牌（Employer Brand）則是最有效的手段之一，雇主品牌除了是企業品牌形象外，它能夠帶給組織遠超於表面所視的價值，因此，為了精確討論雇主品牌帶來的價值，雇主品牌權益（Employer Brand Equity）的概念誕生並在近年引發諸多學者研究。員工敬業度須考量個人的內在動機心理，員工必須擁有正向積極的心態才能被組織給予的外因所引導，進而提高本身的敬業度。因此，作為內在動機的工作活力（Thriving at work）可能是雇主品牌權益與員工敬業度間的中介變因。然而工作場所中（外在環境）人文互動亦為重要，先前研究也指出擁有良好的社交關係與文化對敬業度有益，工作樂趣是近年討論度非常高的議題，同時涵蓋工作場所的多個面向，且對於雇主品牌也有正向增強的效果，因此本研究將納入工作樂趣探討其中的調節效果。本研究旨探討雇主品牌權益對於員工敬業度的影響，並試圖驗證中介變因為何，透過讓員工知覺工作樂趣是否能促進雇主品牌權益對員工敬業度的整體效果。本研究採電子問卷發放的形式進行調查，針對白領族的全職工作者為對象邀請填寫，回收共計251份有效問卷。本研究結果顯示：雇主品牌權益對員工敬業度有直接的正向影響、雇主品牌權益對工作活力有直接的正向影響、工作活力中介雇主品牌權益與員工敬業度的正向關係、工作樂趣未能達成調節效果。

Employee engagement has become a key goal for organizations seeking to address the challenges of declining morale in today’s work environment. Among the strategies to enhance engagement, employer branding is considered highly effective. Beyond shaping a company’s image, Employer Brand Equity （EBE） reflects the deeper value a strong employer brand can bring. This concept has received growing attention in recent research.Engagement is influenced by both organizational factors and internal motivation. Employees need a positive mindset to respond to external influences. In this context, thriving at work—a state of energy and growth—may act as a mediator between EBE and engagement. Additionally, the workplace environment matters. Perceived workplace fun, reflecting positive experiences and interactions, may enhance employee attitudes and could moderate the model.This study explores the relationship between employer brand equity and employee engagement, examining thriving at work as a mediator and workplace fun as a possible moderator. Data were collected through an online survey of full-time white-collar employees, with 251 valid responses.Results show that employer brand equity has a direct positive effect on both employee engagement and thriving at work. Thriving at work partially mediates the relationship between EBE and engagement. However, perceived workplace fun did not show a significant moderating effect.