International Employer Brand Management

A Multilevel Analysis and Segmentation of Students' Preferences

  • Lena Christiaans

Table of contents

  1. Front Matter
    Pages 1-1
  2. Lena Christiaans
    Pages 1-10
  3. Lena Christiaans
    Pages 11-49
  4. Lena Christiaans
    Pages 51-121
  5. Lena Christiaans
    Pages 123-145
  6. Lena Christiaans
    Pages 147-201
  7. Lena Christiaans
    Pages 203-230
  8. Back Matter
    Pages 8-8

About this book


The increasing globalization of business activities forces companies to recruit highly skilled employees all over the world. In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing to diverse target audiences. However, in the absence of research on international students’ preferences for employer characteristics, it is difficult for multinational companies to decide on a feasible degree of employer brand standardization. Lena Christiaans investigates the impact of between-country differences, e.g. differences in national culture or economic wealth, on students’ preferences in relation to the effects of within-country differences in individuals’ characteristics. Combined with a segmentation of the European graduate market, the results provide readers with insight into the development of employer value propositions for business and engineering target groups.


- Core Concepts of Employer Branding

- Contributions from Cross-Cultural Research

- Employer Branding Strategy

- Multilevel Analysis

 Target Groups

- Researchers and students in the fields of employer branding, corporate branding, management, marketing, communications

- Managers and experts with focus on employer branding, HR marketing, HR, corporate communications

 About the Author

Lena Christiaans obtained her doctorate at the Chair in Corporate Management at Universität Hohenheim and currently works as a reputation manager in the Corporate Communications department of a DAX-30-company in Dusseldorf.


Core Concepts of Employer Branding Cross-Cultural Research Empirical Analysis Employer Attractiveness Attributes Employer Branding Strategy

Authors and affiliations

  • Lena Christiaans
    • 1
  1. 1.DüsseldorfGermany

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2013
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-00455-2
  • Online ISBN 978-3-658-00456-9
  • Buy this book on publisher's site
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