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Differenzierung der Employer Branding Strategie zur Mitarbeitergewinnung

Differenzierung der Employer Branding Strategie zur Mitarbeitergewinnung

          
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About the Book

Bachelorarbeit aus dem Jahr 2019 im Fachbereich Führung und Personal - Employer Branding, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Bremen früher Fachhochschule, Sprache: Deutsch, Abstract: Diese Bachelor-Thesis soll herausfinden, inwieweit sich die Präferenzen von Arbeitnehmern unterscheiden und wie eine Employer Branding Strategie sich an diese Zielgruppen anpassen muss. Unterschieden wird hierbei nach kaufmännischen und gewerblichen Arbeitnehmern. Es soll erforscht werden, ob es innerhalb dieser Berufsgruppen generationenübergreifende Präferenzen gibt, die ein Unternehmen als Arbeitgeber herausstellen kann. Employer Branding muss auf eine Zielgruppe ausgerichtet sein - ein Gerüstbauer hat beispielsweise andere Interessen als ein Krankenpfleger. Auch wenn beide genannten Personen der gleichen Generation angehören, kann es aufgrund des Tätigkeitsbereiches Unterschiede geben. Gallup hat erforscht, dass sich je nach Berufsgruppe die dazugehörigen Mitarbeiterbindungen unterscheiden. Es liegt daher nahe, dass unterschiedliche Tätigkeitsbereiche im Bereich des Employer Branding differente Strategien bedürfen. Der Begriff des Employer Branding ist mittlerweile schon über 20 Jahre alt. Ambler und Barrow diskutierten diesen 1996 erstmalig. In der jüngsten Zeit ist der Stellenwert des Employer Branding stetig gestiegen und wird von ca. 70% der Personalverantwortlichen weltweit als Thema mit höchster Priorität gesehen. Beim aktuellen Fachkräfteengpass sollten Unternehmen demnach primär den Fokus darauf legen, wie sie attraktiv auf potenzielle Bewerber wirken, um noch ausreichend Bewerbungen zugesandt zu bekommen. Eine optimale Ausrichtung der Employer Branding Strategie könnte in Zukunft noch bedeutender als heute schon und elementar für den Unternehmenserfolg sein. Gerade auch, weil Employer Branding nicht nur eine quantitative Erhöhung der Bewerberzahlen initiiert, es ist zudem auch eine Steigerung der Bewerberqualität bzw. -passung zu e


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Product Details
  • ISBN-13: 9783668925557
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 92
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3668925550
  • Publisher Date: 16 Jul 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 131 gr


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