Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 53, No. 6, pp.1423-1452
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2024
Received 29 Jan 2024 Revised 11 Jul 2024 Accepted 25 Jul 2024
DOI: https://doi.org/10.17287/kmr.2024.53.6.1423

기업 고용브랜드 가치가 신입 및 경력직 입사의도에 미치는 영향: 브랜드 동일시 매개효과와 근무지유연성의 조절 효과 중심으로

정다운 ; 정재석
(주저자) 삼성서울병원 인사팀 겸 경희대학교 국제대학원 국제경영학과 국제인적자원경영 겸임교수
(교신저자) 경희대학교 국제대학원 국제경영학과 교수
The Impact of Corporate Employment Brand Value on the Intention to Join New and Experienced employees: Focusing on the Mediating Role of Brand Identification and the Moderating Effect of Workplace Flexibility
Da-woon Choung ; Jae-seok Jeong
(First Author) HR team at Samsung Seoul Hospital and adjunct professor (Human Resource Management Practice) at Kyung Hee University's Graduate School of International Studies vijical@khu.ac.kr
(Corresponding Author) Professor, Department of International Business, Graduate School of Pan-Pacific International Studies, Kyung Hee University profjeong@khu.ac.kr


Copyright 2024 THE KOREAN ACADEMIC SOCIETY OF BUSINESS ADMINISTRATION
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.

초록

이 연구는 신입 및 경력직의 입사의도에 미치는 고용브랜드 가치를 분석하고, 개인의 선호 가치와 기업 가치의 일치가 입사의도에 미치는 영향, 그리고 근무지유연성이 구직자의 입사의도에 미치는 효과를 밝히고자 하였다. 연구 대상은 대학 4학년 재학생과 취업 준비생을 잠재 신입으로, 공정위 발표 82개 대기업의 경력 5년 이하 직장인을 잠재 경력직으로 설정하였다. 연구 결과, 고용브랜드는 입사의도에 긍정적 영향을 미쳤으며, 신입은 사회적 가치, 경력직은 개인적 가치가 입사의도에 영향을 미치는 것으로 확인되었다. 또한 기업 고용브랜드가 구직자의 선호가치와 일치 시 브랜드 정체성이 높아져 입사의도가 강화되었고, 근무지유연성도 입사의도에 중요한 역할을 하는 것으로 나타났다. 추가로 신입은 대학 소재지와 희망 산업별 평판 가치를, 경력직은 결혼 여부와 선호 직무별 경력개발 가치를 중시하는 것으로 나타났다. 이러한 결과는 수시 채용 증가에 따라 기업이 채용 대상별로 차별화된 고용브랜드와 전략적 접근 방식을 마련할 필요성을 시사한다.

Abstract

This study analyzed the employment brand value on the intention to join for new and experienced employees, and sought to clarify the effect of the congruence between personal preferred values ​​and corporate values ​​on the intention to join, and the effect of workplace flexibility on the intention to join for job seekers. The subjects of the study were college seniors and job seekers as potential new employees, and employees with less than 5 years of experience at 82 large corporations announced by the Fair Trade Commission as potential experienced employees. The results of the study showed that the employment brand had a positive effect on the intention to join, and that new employees were influenced by social values, and experienced employees by personal values. In addition, when the corporate employment brand matched the preferred values ​​of job seekers, brand identity increased, strengthening the intention to join, and workplace flexibility also played an important role in the intention to join. In addition, new employees were found to value the reputation value of the university location and desired industry, and experienced employees were found to value marital status and career development value of preferred job. These findings suggest that with the increasing prevalence of rolling recruitment, companies need to establish differentiated employer branding and strategic approaches tailored to each target group.

Keywords:

Employment brand, Brand identification, Intention to join, Workplace flexibility, Preference values by job seekers

키워드:

고용브랜드, 브랜드동일시, 입사의도, 근무지유연성, 구직자별 선호가치

Acknowledgments

This study is based on the Ph.D. dissertation at Kyung Hee University Graduate School of International Studies (in 2024).

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∙ 저자 정다운은 삼성서울병원 인사팀에서 인노사 기획 및 운영을 담당하며, 사내 커리어코칭 코치(KPC)로도 활동 중이다. 또한, 경희대학교 국제대학원 국제경영학과 국제인적자원경영 겸임교수로 HR 생애주기별 최신 트랜드를 반영한 인사 실무를 강의하고 있다. 연세대에서 컴퓨터공학과 학사 및 경영학 석사, 경희대에서 국제경영학 박사를 취득했으며, 주요 연구 분야는 고용브랜드와 코칭리더십이다.

∙ 저자 정재석은 현재 경희대학교 국제대학원 국제경영학과 교수이다. 미국 텍사스주립대학교 오스틴 캠퍼스에서 석사 및 박사 학위를 취득하였다. 박사학위 취득 이후에는 인디애나 퍼듀대학교 포트웨인 캠퍼스 그리고 뉴욕 세인트존스대학교에서 근무하였으며, 주요 연구 분야는 국제 마케팅 전략, 장기 마케팅 믹스 효과분석, 마케팅 전략 및 성과 측정 등에 관심을 갖고 연구를 수행하고 있다.