企業如何透過多元招募吸引不同世代人才?

Abstract

本研究旨在探討企業如何透過社群招募方式來吸引不同世代的人才。IBM是一家強調多元文化的公司，所以藉由不同的招募管道來吸引不同的人才，招募管道包含著104、Linkedin、公司的官方網站，及總部用於人才招募宣傳的IG，透過多元的招募管道擴大人才庫資源。本研究研究對象包括IBM的X世代（1965年至1980年出生）、Y世代（1980年代和1990年代出生）、以及Z世代（1990年代末至2010年代初出生）的全職工作者。採用個案研究方法，對IBM的員工進行訪談，針對X、Y、Z世代總共訪談17位入職兩年內的員工。研究結果發現，X世代習慣使用傳統的招募方式，如口碑推薦和人脈介紹，這反映了他們對個人關係和信任度的高度重視。相比之下，Y世代更趨向於使用專業社交平台如LinkedIn來展示個人品牌，並重視企業文化的契合度和工作彈性。而Z世代則更喜歡使用視覺導向的社交媒體平台，如Instagram和Facebook，以獲取即時的公司動態和文化信息。這些發現強調了在招募策略中，需要根據不同世代的習慣使用的招募管道和價值觀設計和調整。

This study aims to investigate how companies attract different generations of talent through social recruiting, IBM is a company that emphasises multiculturalism, so it attracts different talents through different recruiting channels, including 104, Linkedin, the company's official website, and the IG used by the headquarters for talent recruiting publicity, to expand the talent pool resources through multiple recruiting channels. The target population of this study includes IBM's Generation X (born between 1965 and 1980), Generation Y (born in the 1980s and 1990s), and Generation Z (born between the late 1990s and early 2010s) full-time workers. A case study methodology was used to interview IBM employees, targeting Generation X, Y, and Z. A total of 17 employees within two years of joining the company were interviewed. The study found that Gen Xers are accustomed to traditional recruiting methods, such as word-of-mouth and personal referrals, reflecting the high value they place on personal relationships and trust. In contrast, Generation Y tends to use professional social platforms such as LinkedIn to showcase their personal brand, and values corporate culture fit and work flexibility. Generation Z, on the other hand, prefers to use visually orientated social media platforms such as Instagram and Facebook to get instant information on company dynamics and culture. These findings highlight the need to design and adapt recruitment strategies to the recruitment pipelines and values that different generations are accustomed to using