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Employer Branding

Employer Branding

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834932020
Condition
New
Product Description

Die Bedeutung der richtigen Mitarbeiter fr den Unternehmenserfolg ist in Forschung und Praxis unbestritten. So mssen Unternehmen auch auf dem Beschaffungsmarkt fr Arbeitskrfte um die Gunst ihrer Zielgruppen kmpfen und Wege finden, diese zu akquirieren und an sich zu binden. Eva Bttger untersucht das Konzept des Employer Branding als Bestandteil des Corporate Branding, welches auf den Erkenntnissen der Konsumentenverhaltensforschung und der Markenfhrung basiert. Der komplexe Erfahrungshintergrund potentieller Bewerber in Bezug auf eine Unternehmensmarke wird ebenso beleuchtet wie das Zusammenspiel von Kognition und Emotion im Prozess der Arbeitgeberwahl. Die Relevanz beider Aspekte ist Gegenstand einer umfassenden empirischen Analyse.

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