Employer Branding. Notwendigkeit und Gestaltungsmöglichkeiten
Employer Branding. Notwendigkeit und Gestaltungsmöglichkeiten

Employer Branding. Notwendigkeit und Gestaltungsmöglichkeiten


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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Führung und Personal - Employer Branding, Note: 1,7, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, Frankfurt früher Fachhochschule, Sprache: Deutsch, Abstract: In den letzten Jahren ist immer wieder von den Auswirkungen des demographischen Wandels die Rede. So ergab das Ergebnis, einer im Jahre 2009 von den statistischen Ämtern des Bundes und der Länder durchgeführten Vorausberechnung, dass sich die Bevölkerungsstruktur in Deutschland innerhalb der nächsten 20 Jahre deutlich verändern wird. Insbesondere die für Unternehmen wichtige Schicht der Personen im erwerbsfähigen Alter, schrumpft Schätzungen nach um etwa 7,5 Millionen Menschen. Ihr Anteil an der Gesamtbevölkerung sinkt infolgedessen um etwa sieben Prozentpunkte. Verstärkt wird dieser Trend zusätzlich durch den akuten Geburtenrückgang in Deutschland. Die Gruppe der unter 20-Jährigen wird sich daher immer weiter reduzieren (vgl. Statistische Ämter des Bundes und der Länder, 2011, S. 23f.). Dem Arbeitsmarkt stehen somit zunehmend weniger junge Arbeitnehmer zur Verfügung. Dies wird sich bereits innerhalb der nächsten Jahre anhand eines deutlichen Mangels an qualifizierten, jungen Mitarbeitern bemerkbar machen (vgl. DEGW, 2008, S. 6f.). Dieser relevante Wettbewerbsfaktor wird nach und nach zum knappen Gut und belastet damit auch Deutschland als Wirtschaftsstandort. Aufgrund der fehlenden Ressourcen können Wachstumspotenziale nicht ausreichend genutzt werden. Die Unternehmen konkurrieren also immer stärker um gut ausgebildete Fach- und Führungskräfte. In diesem Zusammenhang wird häufig von einem Kampf um Talente, dem sogenannten "War for Talents" gesprochen (vgl. Bruch/Kunze/Böhm, 2010, S. 42). Das Angebot an verfügbaren Arbeitsplätzen für qualifizierte Fach- und Führungskräfte übersteigt aktuell die Nachfrage nach freien Vakanzen. Das Kräfteverhältnis verschiebt sich und der Arbeitsmarkt wandelt sich somit von einem Verkäufer- in einen Käufermarkt.


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Product Details
  • ISBN-13: 9783656615576
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656615578
  • Publisher Date: 24 Mar 2014
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 100 gr


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Employer Branding. Notwendigkeit und Gestaltungsmöglichkeiten
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