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Personalmarketing, Employer Branding und Mitarbeiterbindung pp 167–185Cite as

Maßnahmen des Employer Brandings

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Abstract

Employer Branding dient nicht dazu, einen schönen Schein zu kreieren. Vielmehr geht es darum, tatsächlich ein guter Arbeitgeber zu sein und dies erfolgreich zu kommunizieren. Die Kommunikation kann auf unterschiedlichen Wegen erfolgen: Einsatz von Imageanzeigen, Verteilung von Broschüren, Gestaltung des Internetauftritts, Sponsoring (von Sportveranstaltungen, Schulfesten etc.), persönliche Kontakte zu (Hoch-)Schulen z. B. über Vorträge, Mundpropaganda durch die eigenen Mitarbeiter, Presseberichte oder die Entwicklung von Leitbildern. Als wichtiger Punkt hat sich in diesem Zusammenhang die Glaubwürdigkeit der vermittelten Inhalte erwiesen. Zeichnet ein Unternehmen ein Bild von sich selbst, das extrem positiv verzerrt ist, so entfaltet das Employer Branding nicht die gewünschte Wirkung.

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  1. Wirtschafts- und Sozialwissenschaften, Hochschule Osnabrück, Osnabrück, Niedersachsen, Deutschland

    Uwe Peter Kanning

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Kanning, U.P. (2017). Maßnahmen des Employer Brandings. In: Personalmarketing, Employer Branding und Mitarbeiterbindung. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-50375-1_11

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  • DOI: https://doi.org/10.1007/978-3-662-50375-1_11

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  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-662-50374-4

  • Online ISBN: 978-3-662-50375-1

  • eBook Packages: Psychology (German Language)

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