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2017 | OriginalPaper | Chapter

9. Grundlagen des Employer Brandings

Author : Uwe Peter Kanning

Published in: Personalmarketing, Employer Branding und Mitarbeiterbindung

Publisher: Springer Berlin Heidelberg

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Zusammenfassung

Das Employer Branding richtet sich in erster Linie an die Mitarbeiter eines Unternehmens und erst in zweiter Linie an potenzielle Bewerber. Ziel ist es dabei, den Arbeitgeber als eine positive Arbeitgebermarke zu etablieren. Hierdurch erhofft man sich, Mitarbeiter dauerhaft an das Unternehmen zu binden und für potenzielle Bewerber attraktiv zu werden. Die Arbeitgebermarke bezieht sich sowohl auf konkrete Merkmale des Arbeitgebers (Arbeitszeiten, Entlohnung, Aufstiegsmöglichkeiten) als auch auf abstrakte, symbolische Merkmale, wie z. B. Werte. Die Arbeitgeberattraktivität wird in stärkerem Maße durch konkrete Merkmale als durch abstrakte Merkmale beeinflusst. Das Image eines Unternehmens ist dabei nicht identisch mit dem Image des Unternehmens als Arbeitgeber. Menschen können eine positive Einstellung zu den Produkten eines Unternehmens haben und dennoch dort nicht arbeiten wollen. Letztlich hängt das Image von vielen Faktoren an. Das Employer Branding ist nur einer dieser Faktoren.

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previous chapter Personalmarketing – Fazit

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Lievens und Highhouse (2003) verwenden den Begriff „instrumental“. Die deutsche Übersetzung „Nützlichkeit“ erscheint hier aber wenig geeignet, da auch symbolische Merkmale einen Nutzen für den Kunden haben können. Man denke z. B. an das Prestige, dass mit einer bestimmten Armbanduhr oder einer Markenhandtasche verbunden sein kann.

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Title: Grundlagen des Employer Brandings
Author: Uwe Peter Kanning
Publisher: Springer Berlin Heidelberg
Book: Personalmarketing, Employer Branding und Mitarbeiterbindung
Print ISBN: 978-3-662-50374-4

Electronic ISBN: 978-3-662-50375-1

Copyright Year: 2017
DOI: https://doi.org/10.1007/978-3-662-50375-1_9