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Employer Branding. Arbeitgebermarke. Grundlagen, Zielsetzung, Kommunikationskanäle

Employer Branding. Arbeitgebermarke. Grundlagen, Zielsetzung, Kommunikationskanäle

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Psychologie - Arbeit, Betrieb, Organisation und Wirtschaft, Note: 1,7, SRH Hochschule Riedlingen, Veranstaltung: Organisationspsychologie, Sprache: Deutsch, Abstract: War ein Unternehmen früher auf der Suche nach neuen Mitarbeitern, so wurde eine Stelle in der Zeitung ausgeschrieben und kurze Zeit später erhielt es einen Stapel Bewerbungen mit geeigneten Kandidaten. Das ist heute nicht mehr so. Der demographische Wandel, der akute Fachkräftemangel, das Selbstverständnis einer Wissensgesellschaft und viele weitere wirtschaftliche und gesellschaftliche Faktoren - all das sorgt für einen hart umkämpften Arbeitsmarkt und macht den qualifizierten Mitarbeiter zur knappen Ressource. Der "war for talent", der Wettstreit der Unternehmen um die besten Arbeitnehmer, ist in vollem Gange. Immer mehr sehen sich Unternehmen in der Position eines Verkäufers. Der Arbeitsplatz wandelt sich in ein Produkt, das dem Arbeitnehmer als Kunden angeboten wird. Bewerber und Mitarbeiter verbinden mit dem Unternehmen Werte und Eigenschaften, die sie in ihrer Entscheidung für oder gegen die Firma als Arbeitgeber beeinflussen. Besonders die Generation Y, der vor allem Work-Life-Balance und Betriebsklima, im Gegensatz zu Einkommen und Karriereaussichten, wichtig sind, gilt es als Arbeitnehmer zu gewinnen. Es ist daher unabdingbar, dass Unternehmen zu starken, attraktiven Arbeitgebermarken heranwachsen. Employer Branding beschreibt diesen Vorgang. Die vorliegende Arbeit beleuchtet den Themenkomplex des Employer Branding aus verschiedenen Perspektiven: Kapitel 2.1. beschäftigt sich mit den Grundlagen des Employer Branding. Es erfolgen eine begriffliche Definition und Abgrenzung zu verwandten Begrifflichkeiten. Zusätzlich wird die Zielsetzung des Employer Branding beleuchtet. Der Schwerpunkt des Kapitels 2.2. liegt auf der Kommunikation von Employer Branding. Kapitel 3.3. geht auf die Vielzahl der verfügbaren Kommunikationskanäle zum Employer Bran


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Product Details
  • ISBN-13: 9783668481381
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 38
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668481385
  • Publisher Date: 18 Jul 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 63 gr


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