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3. Theoretische Grundlagen des Employer Branding

  • 2019
  • OriginalPaper
  • Chapter
Published in:
Authors
Wolfgang Immerschitt
Marcus Stumpf
Published in
Employer Branding für KMU
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Qualifizierte und leistungsfähige Mitarbeiter zu gewinnen und diese auch an das Unternehmen zu binden, wird aufgrund verschiedener Ursachen für Unternehmen künftig eine noch größere Herausforderung darstellen. Daraus resultierend suchen Unternehmen nach Erfolg versprechenden Ansätzen, um sich am Arbeitsmarkt vorteilhaft zu präsentieren. Im Zuge dieser Entwicklungen setzen immer mehr Unternehmen auf Employer Branding, der gezielten Planung, Steuerung, Koordination und Kontrolle einer Marke für das Unternehmen in seiner Funktion als Arbeitgeber. Employer Branding ist als ganzheitlicher und strategischer Ansatz für Unternehmen zu verstehen. Er ermöglicht eine interne sowie externe Positionierung als attraktiver und authentischer Arbeitgeber.

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previous chapter Merkmale von kleinen und mittleren Unternehmen
next chapter Employer-Branding-Prozess und Situationsanalyse
Title
Theoretische Grundlagen des Employer Branding
Authors
Wolfgang Immerschitt
Marcus Stumpf
Copyright Year
2019
Book
Employer Branding für KMU

Print ISBN: 978-3-658-23132-3

Electronic ISBN: 978-3-658-23133-0

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-658-23133-0_3
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