雇主品牌一致性與組織認同之關係— 以心理契約違背作為中介變項、知曉組織獲獎作為調節變項

Abstract

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With an increasingly diverse range of talent acquisition channels and the growing accessibility of job-related information, organizations constantly strive to position themselves as the premier workplace and leverage the Best Employer Award to attract top talents and the young generation. Meanwhile, as employees transition from job seekers to members of the organization, any misalignment in the employer brand may trigger employees’ mixed reactions; at its worst, it may backfire because employees’ experiences within the organization do not align with the external message. The study delves into the intricacies of employer branding through the lens of psychological contract breach, exploring how employer brand consistency and knowing the company awarded can impact organizational identification. Data was collected using a questionnaire survey on 280 full-time employees, and the SPSS PROCESS was further conducted to test the mediation and moderation hypothesis. Key findings support all hypotheses, indicating that consistency is crucial in employer branding and suggesting that fulfilling the psychological contract with employees and developing clear and concise internal communication strengthens organizational identification. Therefore, the challenge for organizations lies in how they utilize specific actions to create a distinctive overall employer brand image and, more importantly, develop a cohesive employer brand throughout the process that not only attracts top talent but also resonates with existing employees.