在競爭激烈環境，過往遇到優秀人才都透過高薪挖角，企業近幾年開始重視保持核心競爭力，透過打造優質雇主品牌形象，並建立人力資源制度，來招募吸引優秀人才。過往雇主品牌都停留在重視招募，鮮少探討留任關聯性。是故，雇主品牌對員工留任意向之影響為本研究之主題。
本研究以質性研究為基礎，採用個案研究法及深度訪談法進行資料之蒐集及分析，探討雇主品牌的五個構面，分別在興趣價值、社交價值、經濟價值、發展價值、應用價值與員工留任意向之影響。
研究後結果發現，雇主品牌的五個價值構面：興趣價值、社會價值、經濟價值、發展價值與應用價值皆有助提升員工的留任意向。持續提供創新產品及服務能提高員工熱愛工作，良好的上司及部屬溝通管道打造團隊合作的氛圍，提供薪酬福利和晉升對於確保穩定的員工基本生活需求，挑戰性的工作對提升員工自我肯定與提升自信心很有幫助，良好的工作環境及能發揮所學教導身邊的人也能獲得成就感，皆能提升留任意向。

In a highly competitive environment, companies are more focus on developing their core competencies instead of poaching employees over the past few years. Companies intend to draw better candidate by building a strong employer brand and establishing human resources management system. With regards to employer brand, the existing discussions were focused on recruiting, rarely discuss the relevance of retention. Therefore, the impact of employer branding on employees' discretion is the subject of this research.
This research is based on qualitative research, use case study method and in-depth interview method to collect and analyze data to discuss the influence of employee retention in five key aspects including interest values, social values, economic values, development values, and application values.
Results showed that the five key aspects of employer brand including interest values, social values, economic values, development values, and application values had positive influence on employee retention. Continue to provide innovative products and services can increase employees' passion of work. Good communication between management team and employees could help to build up team work skills. Providing salary, benefits and promotion is essential for ensuring a stable employee’s basic life needs. Challenging work is very helpful for enhancing employees’ self-affirmation and self-confidence. Good working environment and inheritance of experience are also key factors of gaining a sense of accomplishment.

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