Development of an Employer Brand
Integrating Employer Branding into a Company's Marketing Communication
This paper is dedicated to analyzing the implementation of employer branding in a company's marketing communication and how it can effectively attract new employees. The focus here is on young, academically educated potential employees. The objectives, components, target groups and challenges of employer branding are also presented. Future research requirements will then be defined An empirical study was conducted in the form of an online questionnaire to analyze the importance of the employer brand and the emotional bond to the company. Only one of the two previously established hypotheses could be proven and one only partially. Of the research questions, only two could be answered completely and one partially. Further findings from the online survey were summarized and analyzed.
Keywords: employer brand, strategy, marketing communication, loyality, employer branding, target group, objectives
Autoren: Gervalla, Eliza / Weißhaupt, Michael
Seiten: 53
Weiterführende Links:
["['', '']", "['', '']"]
Autoren
- Name:
- Eliza Gervalla
- Name:
-
Prof.
Dr. Michael Weißhaupt
- Forschungsgebiet:
- New Work, Algorithmen & KI im Recruiting, Impression Management & Social Media
- Funktion:
- Studiendekan Medien- und Wirtschaftspsychologie (Bachelor, 7 Semester)
- Lehrgebiet:
- Professor für Human Resource Management. Schwerpunkte: Eignungsdiagnostik, Arbeits- u. Organisationspsychologie, Leadership & Professional Development
- Studiengang:
- Medien- und Wirtschaftspsychologie (Bachelor, 7 Semester)
- Fakultät:
- Fakultät Electronic Media
- Raum:
- 221, Nobelstraße 10 (Hörsaalbau)
- Telefon:
- 0711 8923-2282
Eingetragen von
- Name:
-
Prof.
Dr. Michael Weißhaupt
Mehr zu diesem Autor
