Employer Branding Practice for Multinational Corporate in Taiwan

Abstract

In the twenty first century, the issue of attracting and retaining talents is heating up, and employer branding has been regarded as a useful tool to manage the talent retention. The research intends to explore the development of employer branding practices of three levels (strategy, policy, and operation) in multinational corporates in Taiwan and find the attribute of attractiveness and the challenge and its improvements. The researcher adapted the qualitative approach and semi-structured interview technique for 9 HR professionals from the MNCs including high-tech industry, finance industry, and construction industry. The research findings identified structures of the development process of implementing employer branding strategy and policy in Taiwan, and articulated the attribute of attractiveness and challenge in four dimensions such as employment, organizational success, construed external image, and product or services. Secondly, this research observed that the unique company culture is perceived to be the significant attribute for both potential and existing employees. Lastly, the message source like media cause effect on the image of corporate and is perceived as a challenge for MNC in Taiwan when build employer brand. The recommendations were also shown in this study.

In the twenty first century, the issue of attracting and retaining talents is heating up, and employer branding has been regarded as a useful tool to manage the talent retention. The research intends to explore the development of employer branding practices of three levels (strategy, policy, and operation) in multinational corporates in Taiwan and find the attribute of attractiveness and the challenge and its improvements. The researcher adapted the qualitative approach and semi-structured interview technique for 9 HR professionals from the MNCs including high-tech industry, finance industry, and construction industry. The research findings identified structures of the development process of implementing employer branding strategy and policy in Taiwan, and articulated the attribute of attractiveness and challenge in four dimensions such as employment, organizational success, construed external image, and product or services. Secondly, this research observed that the unique company culture is perceived to be the significant attribute for both potential and existing employees. Lastly, the message source like media cause effect on the image of corporate and is perceived as a challenge for MNC in Taiwan when build employer brand. The recommendations were also shown in this study.