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Employer- und Behavioral Branding im Gesundheitswesen
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Miriam Biernoth zeigt auf, wie Mitarbeiterverhalten die Arbeitgebermarke strken kann und mit welchen Konzepten, Strategien und Lsungen Krankenhuser versuchen, dem Fachkrftemangel im Gesundheitswesen entgegenzutreten. Ziel der Arbeit ist eine empirische IST-Analyse zur Bedeutung des Employer- und Behavioral Branding in ausgewhlten Krankenhusern der Deutschschweiz, sowie das Herausarbeiten von Faktoren, die sich diesbezglich bereits bewhrt haben oder bisher gar keine Beachtung fanden. Die Autorin bercksichtigt die Aspekte des soziodemographischen Wandels, der Fhrungs- und Unternehmenskultur, Kommunikation, Markenfhrung und des Personalmanagements.
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