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

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.