幽默類型廣告對廣告效果與組織人才吸引力之影響－以信義房屋、永慶房屋社群媒體招募廣告為例

Abstract

國內民眾會根據興趣、所學專業、企業形象、薪資等因素作為未來選擇投入的產業、職業之評估標準。企業競爭力也來自於優秀的人力，如何提升企業在就業市場上的競爭力也相當重要。科技的進步也使企業有別於採用過往傳統招攬人才的方式，改為社群媒體進行人才招募或是拍攝有趣的短廣告。若在招募的階段以幽默型式的影音廣告方式吸引潛在應徵者，是否能提高組織之人才吸引力以提升工作求職應徵意圖與更清楚的透過廣告方式傳遞徵才資訊及企業對於這個職位所該具備的特質的期許。故本研究根據本國不動產產業企業的徵才廣告做研究，探討不同幽默類型招募廣告(情感型/認知型)與非幽默型招募廣告對於廣告效果以及組織之人才吸引力是否會有不同差異。本研究以求職者的觀點，透過問卷調查蒐集資料，以完整之實證資料探討不同幽默類型招募廣告(情感型/認知型)與非幽默型招募廣告對廣告效果和組織人才吸引力的影響與差異。研究結果顯示，情感型與認知型幽默招募廣告相較於非幽默型招募廣告有較佳的廣告內容知曉度，而情感型與認知型幽默招募廣告在廣告內容知曉度則無差異；情感型相較於認知型幽默招募廣告有較佳的廣告效果偏好度，而認知型相較於非幽默型招募廣告有較佳的廣告效果偏好度；情感型與認知型幽默招募廣告相較於非幽默型招募廣告有較佳的組織人才吸引力，而情感型與認知型幽默招募廣告在組織人才吸引力則無差異。本次研究在理論方面的貢獻為探討採取不同幽默類型的招募廣告對於求職者觀看後的影響；實務上期望可以提供企業未來在拍攝、製作相關招募廣告時能進行參考。

Domestic citizens evaluate their future choice of industry and occupation based on their own interests, school majors, company image, salary, and other factors. The competitiveness of enterprises also comes from excellent human resources, and it is important to enhance the competitiveness of enterprises in the job market. The advancement of technology has also prompted enterprises to change from the traditional way of recruiting talents to the promotion of talent recruitment through social media or placed funny short advertisements. If the recruitment stage used in the form of humorous audio-visual advertisements to attract potential candidates, will it be able to increase the attractiveness of the organization's talents and enhance the intention of job applications? If we also use humor to attract potential applicants in the recruitment stage, can we increase the attractiveness of the organization to enhance the intention of job hunting and more clearly convey the recruitment information and the expectation of the enterprise on the qualities of the position through the advertisement. Therefore, this study is based on the recruitment advertisements of the real estate enterprises in Taiwan to investigate whether there are differences in the advertising effects and the attractiveness of the organization for different types of humorous recruitment advertisements.This study measured the effects of different kind humorous recruitment advertisements (affective/cognitive) and non-humorous on the effectiveness of the advertisements and the attractiveness of the organization from the viewpoints of the job seekers. A questionnaire survey was used to collect data to investigate the effects and differences of different humor types of recruitment advertisements (affective /cognitive) and non-humorous on advertisement effectiveness and organizational attractiveness with complete empirical data.The results of this study show that affective and cognitive humor recruitment ads have better content knowledge than non-humor recruitment ads, while there is no difference in content knowledge between affective and cognitive humor recruitment ads; affective humor recruitment ads have better ad effectiveness preference than cognitive humor recruitment ads, while cognitive humor recruitment ads have better ad effectiveness preference than non-humor recruitment ads; affective and cognitive humor recruitment ads have better ad effectiveness preference than non-humor recruitment ads. Affective and cognitive humor recruitment ads have better organizational attractiveness than non-humorous recruitment ads, while there is no difference in organizational attractiveness between affective and cognitive humor recruitment ads.The theoretical contribution of this study is to investigate the effects of adopting different types of humor in recruitment advertisements on job seekers' viewing; the practical contribution is expected to provide a reference for companies when placing recruitment advertisements in the future.