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Employee Branding. Mitarbeiter als Markenbotschafter

Employee Branding. Mitarbeiter als Markenbotschafter

          
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About the Book

Bachelorarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,5, Universität Paderborn (Kulturwissenschaften), Sprache: Deutsch, Abstract: Das Ziel dieser Arbeit ist aufzuzeigen, wie Arbeitgeber ihre Mitarbeiter zu Markenbotschaftern formen können. Dabei wird insbesondere der Frage nachgegangen, welche Rahmenbedingungen dafür geeignet sind und für eine Umsetzung gegeben sein sollten. Um dies zu beantworten, liefern konzeptionelle Grundlagen erste Ansätze. Zugleich wird verdeutlicht, welche Bedeutung innere Markenführung und Markenidentität am Prozess haben. Mit Hilfe der drei vorgestellten Kriterien, lassen sich so aussagekräftige Markenwerte ableiten, die für sich sprechen und letztlich zum Employee Branding führen. Employee Branding liefert neben Ansätzen und Wirkungsweisen, vor allem Rahmenbedingungen für den Mitarbeiter als Brand Ambassador. Einzigartige Arbeitgebermarken formen und fördern einzigartige proaktiv handelnde Botschafter aus dem inneren der Organisation heraus. Authentische Markenbotschafter akquirieren neue potentielle Mitarbeiter spielerisch über das soziale Umfeld hinaus. Sie repräsentieren das Unternehmen gegenüber Zielgruppen sowohl offiziell als auch inoffiziell und prägen das Image der Arbeitgebermarke nach innen und außen.


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Product Details
  • ISBN-13: 9783668526099
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 54
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668526095
  • Publisher Date: 20 Sep 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 82 gr


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