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Employer-Branding: Forschungsergebnisse Im Kontext Erfolgreicher Und Nicht Erfolgreicher Beispiele Aus Der Praxis

Employer-Branding: Forschungsergebnisse Im Kontext Erfolgreicher Und Nicht Erfolgreicher Beispiele Aus Der Praxis

          
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About the Book

In der heutigen Zeit ist es für Unternehmen sehr wichtig im "War for Talents" gut aufgestellt zu sein. Trotz Überangebot an Arbeitskraft auf dem deutschen Arbeitsmarkt gibt es im Bereich der Führungs- und Fachkräfte einen Mangel zu verzeichnen. Vorausschauend muss der Personalbedarf ermittelt werden, die passenden High Potentials gefunden und auch langfristig an das Unternehmen gebunden werden. Es empfiehlt sich dazu der Aufbau einer starken Employer Brand, auch Arbeitgebermarke genannt, um als Employer of Choice wahrgenommen zu werden. Nur wenn die Mitarbeiter die Marke "leben" und dies auch nach außen auf die Marke abstrahlt, kann ein Unternehmen auf Dauer erfolgreich sein. Diese Arbeit gibt einen ganzheitlichen Überblick über das Thema Employer Branding mit positiven wie negativen Fallbeispielen, mit dem Fokus darauf, was Employer Branding für die strategische Markenführung leisten kann. Employer Branding wird definiert und die Wirkungsbereiche werden vorgestellt. In Anlehnung an die identitätsorientierte Markenführung wird der Employer Branding Prozess dargestellt und danach auf die interne Markenführung eingegangen, deren Ziel eine Verankerung der Markenidentität im Mitarbeiterverhalten ist. Es wird aufgezeigt, was Employer Branding für die strategische Markenführung in Form von Wettbewerbsvorteilen leisten kann und Hinweise auf weiteren Forschungsbedarf gegeben.
About the Author: Mareike Ulrike Wolf wurde 1974 in Ingelheim am Rhein geboren. Ihr Studium der Betriebswirtschaftslehre an der Johannes-Gutenberg-Universität zu Mainz schloss die Autorin im Jahre 2007 mit dem akademischen Grad der Diplomkauffrau erfolgreich ab.


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Product Details
  • ISBN-13: 9783836697903
  • Publisher: Diplomica
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 154 gr
  • ISBN-10: 3836697904
  • Publisher Date: 08 Nov 2010
  • Height: 254 mm
  • No of Pages: 78
  • Series Title: German
  • Sub Title: Forschungsergebnisse Im Kontext Erfolgreicher Und Nicht Erfolgreicher Beispiele Aus Der Praxis
  • Width: 178 mm


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