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Grundlagen des Employer Brandings

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Personalmarketing, Employer Branding und Mitarbeiterbindung

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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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Notes

  1. 1.

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

    Uwe Peter Kanning

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Kanning, U.P. (2017). Grundlagen des Employer Brandings. In: Personalmarketing, Employer Branding und Mitarbeiterbindung. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-50375-1_9

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  • DOI: https://doi.org/10.1007/978-3-662-50375-1_9

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