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Employer Branding in mittelständischen Unternehmen: Kampf um die Generation Y

Employer Branding in mittelständischen Unternehmen: Kampf um die Generation Y

          
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About the Book

Studienarbeit aus dem Jahr 2021 im Fachbereich Führung und Personal - Employer Branding, Note: 1,7, IU Internationale Hochschule, Sprache: Deutsch, Abstract: Das Ziel der Arbeit ist es, mittelständischen Unternehmen eine Orientierung zu geben, wie sie auf Basis der Analyse und mit den herausgearbeiteten Instrumenten des Employer Brandings ein Kommunikationskonzept erstellen können, das ihnen ermöglicht im "War for talents" konkurrenzfähig zu bleiben. Dabei soll die folgende Forschungsfrage beantwortet werden: Welche Instrumente des Employer Brandings können mittelständische Unternehmen im "War for talents" mit den Großunternehmen anwenden, um die Generation Y mit ihren neuen Bedürfnissen, Erwartungen und Wünschen anzusprechen? Im ersten Schritt werden zunächst die zentralen Begriffe dieser Arbeit erörtert. Dabei wird zuerst die Generation Y und anschließend die mittelständischen Unternehmen genauer definiert. Danach wird auf die Grundlagen des Employer Brandings für mittelständische Unternehmen eingegangen. Im zweiten Schritt wird zuerst eine Zielgruppenanalyse der Generation Y erstellt, bei der ihre relevanten Kriterien zur Auswahl der Arbeitgeber herausgearbeitet werden. Zusätzlich werden die Stärken von mittelständischen Unternehmen identifiziert. Diese Erkenntnisse dienen dann mittelständischen Unternehmen als Basis beim Erstellen eines Kommunikationskonzepts. Dadurch wissen sie, welche ihrer Stärken geeignet sind, um die Erwartungen, Wünsche und Bedürfnisse der Zielgruppe anzusprechen. Im dritten Schritt werden konkrete Maßnahmen identifiziert, die geeignet sind, aus den vorher gewonnenen Erkenntnissen eine attraktive Arbeitgebermarke aufzubauen und diese am effektivsten an die relevante Zielgruppe zu kommunizieren. In diesem Zuge wird die Forschungsfrage beantwortet. Abschließend wird eine Handlungsempfehlung erarbeitet, die Unternehmen aus dem Mittelstand aufzeigt, wie sie aus den bisherigen Erkenntnissen ein Kommunikationskonzept erstellen können, das ihn


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Product Details
  • ISBN-13: 9783346935137
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Weight: 45 gr
  • ISBN-10: 3346935132
  • Publisher Date: 29 Aug 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Kampf um die Generation Y
  • Width: 148 mm


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