Employer Branding und Unternehmenskultur. Wechselwirkungen und Interdependenzen
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Employer Branding und Unternehmenskultur. Wechselwirkungen und Interdependenzen

Employer Branding und Unternehmenskultur. Wechselwirkungen und Interdependenzen


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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich Führung und Personal - Employer Branding, Note: 1,3, Hochschule Fresenius; Hamburg, Sprache: Deutsch, Abstract: "Ich kannte ein Unternehmen, das von allen Seiten perfekt aussah: von vorn, von hinten, von links, von rechts, von oben, von unten; nur nicht von innen!" Der Widerspruch zwischen Innen-und Außenansicht, der in diesem Zitat eines anonymen Autors so pointiert zum Ausdruck kommt, soll den Einstieg in die Thematik der vorliegenden Arbeit bilden, die sich mit den Wechselwirkungen und Interdependenzen zwischen dem Employer Branding und der Unternehmenskultur beschäftigt. Das gewählte Zitat führt somit zugespitzt in den Untersuchungszusammenhang ein, denn es soll in dieser Arbeit geprüft werden, wie wichtig die Verknüpfung der beiden genannten Aspekte für den Erfolg einer Arbeitgebermarke ist. Gerade vor dem Hintergrund des demografischen Wandels und dem damit verbundenen prognostizierten Fach- und Führungskräftemangel in Deutschland erfährt die aktuelle Literatur, die sich mit dem Aufbau einer Arbeitgebermarke (Employer Brand) beschäftigt, in den letzten Jahren zunehmend an Bedeutung. Das Employer Branding ist zu einem richtigen Modewort geworden mit über 400.000 Ergebnissen bei Google. Die zunehmende Verknappung auf dem Fachkräfte- und Führungskräftemarkt setzt Unter- nehmen dem wachsenden Druck aus, sich zunehmend aktiv um die Rekrutierung und langfristige Bindung der passenden Mitarbeiter zu bemühen. Diese Erkenntnis hat sich seit vielen Jahren in der Wissenschaft und in der Unternehmenspraxis durchgesetzt. Es ist die Rede von einem in der heutigen Zeit oft genutzten Begriff, dem "War for Ta- lents". In diesem Problemkontext setzen nun Unternehmen verstärkt auf das Manage- ment Tool Employer Branding, was zum Ziel haben soll, eine attraktive und glaubwürdige Arbeitgebermarke zu bilden und zu kommunizieren. Adressaten dieser Bemühungen sind die vermeintlich hart umkämpften Spitzenkräfte, die in den Sozialen Net


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Product Details
  • ISBN-13: 9783668149663
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Weight: 109 gr
  • ISBN-10: 3668149666
  • Publisher Date: 02 Mar 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm


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