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Personalmarketing im Human Resource Management: Mobile Marketing als Instrument des Recruitings

Personalmarketing im Human Resource Management: Mobile Marketing als Instrument des Recruitings

          
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About the Book

Spätestens seit dem Marketing-Slogan von McKinsey "War for Talents" ist unter Personalmanagement-Experten immer mehr von Begriffen wie "High Potentials" und Talent-Management die Rede. Der demografische Wandel hat in den letzten Jahren zu einem Mangel an hoch qualifizierten Arbeitskräften geführt, der sich in Deutschland in der Zukunft noch verschärfen wird. Das gilt besonders im Bereich der Auszubildenden und bei den Nachwuchskräften aus dem Hochschulbereich. Diese und weitere Rahmenbedingungen, wie die Internationalisierung, die technologische Entwicklung und die zunehmende Mediennutzung, haben sich in den letzten Jahren gravierend verändert und das Thema Personalmarketing von einem Randbereich in dem Mittelpunkt der unternehmerischen Aufmerksamkeit gerückt. Für die Unternehmen bedeutet das, dass sie ihre Kommunikationskonzepte zunehmend an die Erwartungen der jüngeren Zielgruppen anpassen sollten, wenn sie den Kampf um die Talente nicht verlieren wollen. Gerade bei der Generation der Millennials, die ein sehr deutlich ausgeprägtes Technologiebewusstsein besitzen, ist das mobile Gerät nicht mehr wegzudenken. Das Handy eröffnet somit auch für Betreiber von Personalmarketing ganz neue Kommunikationsmöglichkeiten. Durch die Entwicklung des WAP-Standards im Jahr 1997 wurde das Mobile Internet technologisch ermöglicht. Es dauerte jedoch noch mehr als zehn Jahre, bis es den Durchbruch in den Massenmarkt geschafft hat. Im Jahr 2009 war es dann endlich so weit. Das Mobiltelefon hat sich langsam aber sicher in ein multimediales System mit unzähligen Funktionen verwandelt. Das Handy wird schon längst nicht mehr nur zum Telefonieren benutzt, sondern auch zum Musikhören, um Fotos zu machen, als Wecker oder Organizer und immer mehr als Einstieg zum Mobile Internet. Den Benutzern stehen immer mehr Applikationen zur Verfügung. Personalmarketing-Verantwortliche kommen auch an diesem Trend nicht vorbei. Zu HR-Zwecken wurden bereits einige mobile Kampagnen durchgeführt. Die erste
About the Author: Krasimira Nencheva, Dipl. Medienwirtin (FH) beendete 2010 erfolgreich Ihr Studium der Medienwirtschaft an der Hochschule RheinMain in Wiesbaden. Bereits während ihres Studiums sammelte sie durch interne FH-Projekte wie auch durch ihre Tätigkeit bei verschiedenen Unternehmen umfassende praktische Erfahrungen sowohl aus dem Bereich des Human Resource Managements als auch aus dem Bereich des neuen Technologien. Ihr bestehendes Interesse an Themen, die im Grenzbereich zwischen Wirtschaft und Technik anzusiedeln sind, motivierte sie dazu, sich dem Thema "Mobile Internetanwendungen als Instrument des Personalmarketings" zuzuwenden.


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Product Details
  • ISBN-13: 9783836695411
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 186 gr
  • ISBN-10: 3836695413
  • Publisher Date: 07 May 2012
  • Height: 254 mm
  • No of Pages: 98
  • Series Title: German
  • Sub Title: Mobile Marketing als Instrument des Recruitings
  • Width: 178 mm


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