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Markenaufbau als wesentliches Merkmal des Employer Brandings: Unter Berücksichtigung des Aufbaus einer Arbeitgebermarke in Krisenzeiten

Markenaufbau als wesentliches Merkmal des Employer Brandings: Unter Berücksichtigung des Aufbaus einer Arbeitgebermarke in Krisenzeiten

          
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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich Führung und Personal - Sonstiges, Note: 2,0, Hochschule RheinMain (Studiengang Media Management), Sprache: Deutsch, Abstract: Der Managementprozess des Markenaufbaus, hat in der Wirtschaftswissenschaft eine zentrale Bedeutung, da Marken immaterielle Wertgegenstände eines Unternehmens sind. Marken haben die Aufgabe den Konsumenten zu einer Kaufentscheidung anzuregen. Diese Entscheidung können sie nur hervorrufen, wenn sie über einen präferenzbildenden, psychologischen Zusatznutzen verfügen, der sie von der Konkurrenz abhebt und den Kunden an das Unternehmen bindet. Beim Employer Branding wird dieser Prozess auf den Personalmarkt übertragen. Der Personalmarkt unterscheidet sich vom Konsumgütermarkt, da im Personalbereich die Umfeldeinflüsse durch Vorschriften und Regelungen umfangreicher und vielschichtiger sind. Trotzdem kann das Human Resource Management viel vom Marketing lernen. Der Absatzmarkt wird durch seine Kunden geprägt, dieses gilt im besonderen Maße auch für den Personalmarkt, da Arbeit nicht abstrakt betrachtet werden kann, sondern nur im Zusammenhang mit den Menschen als deren Träger und Erbringer. Bereits 1998 rief die Unternehmensberatung Mc Kinsey den "War for Talents" aus. Für Deutschland ist dieses Problem noch gravierender, als für manche andere Länder, da wir durch unseren Lebensstandard und unsere gesellschaftlichen und politischen Strukturen, im Bereich der Personalkosten einem komparativen Nachteil kompensieren müssen. Eine Wissensgesellschaft braucht für immer komplexer werdende Aufgaben nicht die Masse, sondern die Klasse der Bewerber. Unternehmen fehlt es oft an einer professionellen Strategie, wenn es um die Ausrichtung und Erfüllung der Unternehmens -und Personalziele geht. Eine nachhaltige Positionierung als Arbeitgeber spielt dabei eine maßgebliche Rolle. Employer Branding setzt an diesen Überlegungen an. In Krisenzeiten gilt es abzuwägen, ob der Mitarbeiterbestand gehalten werden kan


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Product Details
  • ISBN-13: 9783656433446
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 113 gr
  • ISBN-10: 3656433445
  • Publisher Date: 12 Jun 2013
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Sub Title: Unter Berücksichtigung des Aufbaus einer Arbeitgebermarke in Krisenzeiten
  • Width: 148 mm


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Markenaufbau als wesentliches Merkmal des Employer Brandings: Unter Berücksichtigung des Aufbaus einer Arbeitgebermarke in Krisenzeiten
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Markenaufbau als wesentliches Merkmal des Employer Brandings: Unter Berücksichtigung des Aufbaus einer Arbeitgebermarke in Krisenzeiten
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