Bachelor thesis employer branding

Bachelor thesis employer branding

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Home bachelor thesis employer branding

Bachelor Thesis

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However, in the fourth quarter of the unemployment rate experiences a slight increase.

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Human Resource Marketing. From Job Advertising to Employer Branding

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Bachelor thesis employer branding important to these considerations must be the perception of the brand which create value and can translate into profits for the company Keller, Therefore, in accounting terms employer branding is an intangible asset in the same way as other brands and goodwill.

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Employer Branding. Marketing the company as an attractive employer

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The quote is aimed at Generation-Y. In Germany for example, there is no special education required.

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However, there are some discrepancies worth mentioning.

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One way in which the companies have an opportunity to explain the value of the resources possessed by employees, and thereby the value of attracting the right enployer and retaining the current employees which is what carl sagan essayscorer branding is about, is through a knowledge report. Given the above mentioned arguments we assume that the crucial influence on demand for employer bachelor thesis employer branding is personal values with employees and those searching for jobs.

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The attributes of this element are the objective and technical facts about the job which typically are to be found in a formal contract.

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Therefore, attraction and retention cannot be considered a result without employer branding.

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Print media advertising has the advantage of addressing a large target group but is depending on the newspaper and format very expensive e. Therefore, attraction and retention cannot be considered a result without employer branding.

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First and foremost, in order to counter-argue the above argument we first need to determine the type of unemployed workers.

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Methodology Research for this work was performed utilizing textbooks, journals, online resources and print articles. The findings bachelor thesis employer branding in this work are important to better understand mechanisms of HR-Marketing and the connection between internal and external branding and its implications on not only recruitment, but also on motivation, engagement and retention of current and prospective employees.

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Some good examples for strong brands are Apple Computer Inc.

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Another sociological perspective which is noticeable in relation to Generation Y is that it is a small generation. The elements of the employer brand identity are those which an organisation is to consider in order to determine who they are arundhati roy essay outlook an employer and what they stand for which preferably, should result in an idea of how the organisation should differentiate itself as an employer.

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On one hand, the argument above can be interpreted as being correct. Otherwise, a company may fall short in the competition for talents.

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Backhaus and Tikoo present two different definitions:.

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We assume that the argument for implementing employer branding will focus on the importance of attracting the right people to a higher degree.

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The four most important parameters ranked by all students, which all have a score above 4 classifying them as being of high importance are:. Bachelor thesis employer branding to a survey among HR professionals [9] in various countries, the most frequent Employer Branding expectations mentioned were:

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The quality and value of HR-Consulting services or agents certainly varies from high professional providers, offering solid infrastructure and sustainable networks, to some with unprofessional attitudes e. Following this, one could assume that psychological and safety bachelor thesis employer branding, e.

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At first glance, the rankings of the ten parameters are not considerably different. Following this, one could assume that psychological and safety needs, e.

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First, it enables the company to understand the brand, its strengths and opportunities.

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The prior relates to the strength of a brand from which brand recognition and brand recall stem, whereas, the latter relates to consumer perceptions of a bachelor thesis employer branding Keller, We argue that this is the element of the employer brand identity with the best opportunity for differentiation.

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Embedded system elements are 1 assess, 2 construct, 3 implement and 4 measure. We have selected companies for our case studies that share the same characteristics.

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Last, it is interesting to evaluate whether employer branding is mostly relevant to companies heavy on knowledge.

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Equally important to these considerations must be the perception of the brand which create value and can translate into profits for the company Keller,

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As indicated above the exact financial value of the brand is impossible to establish. Therefore it is important for organisations to consider. Employer branding framework As previously indicated, employer branding has two main foci; an external marketing part with the primary goal of attracting future employees and an internal marketing part with the goal of retaining current employees. Earn money and win an iPhone X.

The survey shows that the interviewed employees feel a much greater sense of pride, attachment and trust towards their employer than the British national average. Employer branding is an intangible notion and cannot be related to sales or production and therefore neither sales forecasts nor measures on output are useful indicators.

The current economic crisis influences the labour market in the sense that the unemployment rate is increasing. Schein argues that the basic assumptions are the basis of the organisational culture on which the artefacts build. Moreover, Jones and George suggest three practical ways managers can influence organisational culture.

We argue that it is a prerequisite to have a strong organisational culture in order to achieve alignment between what is communicated externally and reality.

To answer theses questions, the next chapters focus on the relevance of employer branding and on a concept of strategic Employer Brand management. As a very basic but in some cases effective way of job advertising, companies can encourage their employees to look for candidates to a job offering in their personal environment. The next step in our framework, once the employer brand identity has been considered and developed, is the employer brand value proposition EVP.

Otherwise it can be considered a breach of the psychological contract affecting the rest of the process negatively. Once again it is evident that alignment between the product, corporate and employer brand is important in an employer branding strategy. BWL - Personal und Organisation. Increased employer brand loyalty will affect employee productivity and also have a positive effect on the external branding as already explained.

The attributes of this element are the objective and technical facts about the job which typically are to be found in a formal contract. A change in the workforce in recent years has brought a change within the psychological contract.

Breach of the psychological contract may occur if employees perceive the organisation as failing to deliver what was perceived promised, or vice versa. At first glance, the rankings of the ten parameters are not considerably different.

As mentioned, the purpose of external marketing is to attract future employees and it is based on marketing theory which is also valid for product and corporate branding. The attributes playing highest role in Employer Branding importance are reputation of products and services, corporate culture and work environment. This should result in attraction of the right people.

The base level of the brand pyramid consists of the brand themes which are how the brand currently communicates through its name, advertising etc. Talent- or Job-Fairs are mostly dedicated to special branches such as e. We have established that the demand for employer branding is constant, however, it is also of interest to evaluate whether there are prerequisites to be fulfilled prior to implementation and whether employer branding is useful to all types of organisations.

In relation to our framework we find it relevant to mention ways of measuring the assets of attracting the right people and the assets of increased organisational loyalty and commitment. Erarbeitung eines Konzeptes zur Dezentral

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