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Employer Branding in Sozialen Medien

Employer Branding in Sozialen Medien


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About the Book

Die Ressource "Mensch" stellt sich zunehmend als wertschaffender, nicht substituierbarer und nur eingeschrankt imitierbarer Erfolgsfaktor dar, der dem Unternehmen einen strategischen Wettbewerbsvorteil verschafft. Entsprechend wichtiger wird die zielgruppengerechte, anspruchsorientierte und glaubwurdige Darstellung des eigenen Unternehmens vor potenziellen Arbeitnehmern. Das Konzept des Employer Brandings sieht dazu den Aufbau einer starken, differenzierbaren Arbeitgebermarke vor. Die entsprechende Vermittlung eines attraktiven, uberzeugenden Nutzenversprechens im Sinne einer "employer value proposition" kann auf vielfaltigen Kommunikationskanalen erfolgen. Soziale Medien erscheinen dabei aufgrund ihrer zunehmenden Verbreitung von grossem Interesse fur die Unternehmen, unterscheiden sich jedoch durch die Beteiligung aller Nutzer an der Erstellung von Inhalten und der Moglichkeit zur direkten Kommunikation zwischen Jobsuchenden und Arbeitgebern von klassischen Medien. Patrick Kissel nimmt eine umfassende Untersuchung der Bedeutung von Social-Media-Anwendungen im Kontext der Informationssuche und Entscheidungsfindung von Jobsuchenden vor, um daraus Handlungsempfehlungen fur ein erfolgreiches Employer Branding abzuleiten. Dabei werden wesentliche Determinanten wie das Unternehmensimage und die Informationsqualitat in die Betrachtung einbezogen, um strategisch relevante Fragestellungen zum Employer Branding und zur Starkung der Arbeitgeberattraktivitat zu beantworten.


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Product Details
  • ISBN-13: 9783832535810
  • Publisher: Logos Verlag Berlin
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Weight: 750 gr
  • ISBN-10: 3832535810
  • Publisher Date: 26 Jan 2013
  • Height: 210 mm
  • No of Pages: 241
  • Series Title: German
  • Sub Title: Theoretisch-Konzeptioneller Zugang Und Empirische Evidenz
  • Width: 145 mm


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