企業推動綠色人力資源管理內部行銷作法研究：以Y公司為例

Abstract

隨著全球暖化、氣候異變，環保及節能減碳思維興起，許多企業配合綠色管理風潮，在產品、服務、管理制度、社會責任等各層面全面改變，追求環保及永續經營。然而，推動這樣的轉變並不容易。人力資源部門在企業內負責溝通協調，也是許多管理制度的催生及推動者，如何推動綠色人力資源工作，進而影響所有員工，就成為極富挑戰的任務。 在台灣，由於綠色人力資源議題尚新，實務研究較少，多數企業都還在摸索、嘗試。因此，本研究選定投入綠色人力資源多年的Y公司進行個案研究，結合文獻理論、透過資料蒐整、並與不同部門、不同階層員工的實際訪談，完成本研究。 研究結果發現個案公司人力資源部門推動綠色人力資源工作時，能得到公司高層主管的充分授權，結合公司整體永續經營政策，善用內部行銷作法，對內部顧客有效溝通、提升內部雇主品牌、強化員工對公司的認同度；同時也節省營運費用，提升公司競爭力。

With global warming and climate change, environmental protection and business sustainability become popular thinking. In business administration there is a clear trend of green management including production, services providing, management systems, and social responsibility. However, to facilitate a revolution like this within the enterprise is not easy. Human Resource (HR) is a key function of internal management of a company to facilitate new policies. Therefore, to implement and promote green human resources activities becomes a very challenging task to HR professionals. Green HR is still a new agenda and related researches in Taiwan are insufficient. Most companies are now trying to find their best practices. Thus, this research marked the Y company, which has been implemented green HR activities for years, as the case study company. Via theory study, data collection and analysis, and interview with several Y company employees in different departments, levels and with at least 3 years tenure working in the Y company, this study has been finished. In this study, we found out the executive managements of the Y company empower HR a lot and the green HR activities are aligned with corporate level sustainability policy. Also the HR division uses many different marketing approaches to do internal communication effectively, enhanced the internal employer branding and the strengthen the coherence of employees. At the same time, it results to operation expense reduction to raise the competitiveness of the company.