Erfolgsfaktor HR Brand: Den Personalbereich und Seine Listungen als Marke Managen
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Erfolgsfaktor HR Brand: Den Personalbereich und Seine Listungen als Marke Managen

Erfolgsfaktor HR Brand: Den Personalbereich und Seine Listungen als Marke Managen


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About the Book

Beim Thema HR Brand geht es um das Markendesign und die Vermarktung von HR-Produkten und -Dienstleistungen sowie die der HR-Funktion. HR baut eine marke unter dem Dach der Corporate Brand auf - als eigenen Business Brand. Diesen positioniert und kommuniziert HR dann nach innen und au?en. F?r HR ist das HR Brand Management eine strategische Aufgabe des Im Sinne eines Portfolio-Managements werden die einzelnen HR-Dienstleistungen und -Produkte - als Submarken - "orchestriert," priorisiert und entlang der Wertsch?pfungskette und den Unternehmenszielen gemanagt.Personalmanagement braucht eine klare Identit't und ein attraktives Profil, um eigene Konzepte, Ma?nahmen, Produkte und Erfolge wirkungsvoll und wirtschaftlich zu kommunizieren. Die L?sung liegt in einem systematischen HR Brand Management. Auf dieser Basis kann ein erfolgreicher Dialog mit F?hrungskr?ften, Mitarbeitern und potenziellen Bewerbern gef?hrt werden, der die Reputation und das Image von HR st?rkt. Die Marke "Personal" zahlt dabei stets auf das Konto der Unternehmensmarke ein, wie das "Employer Branding" auch. HR Brand muss k?nftig als neue Disziplin gef?hrt werden, denn die Marketingorientierung von HR und seiner Produkte und Dienstleistungen sichert der Personalarbeit von Unternehmen intern - und extern - Bekanntheit, Vertrauen und Image. Hierin liegt der wesentliche Wertbeitrag von HR Brand.Marco Esser, Bereichsleiter "HR Business Management" bei der Commerzbank, und Bernhard Schelenz, Gesch?ftsf?hrer der "Personalkommunikation Schelenz," f?hren klar strukturiert, gut lesbar und mit hohem Praxisbezug in dieses aktuelle Thema - Sie zeigen, wie man einen HR Brand aufbaut, managt und kommuniziert.- Sie pr?sentieren eine umfassende Fallstudie zur Implementierung eines "HR Brand" in der Commerzbank AG."Erfolgsfaktor HR Brand" ist mit vielen praktischen Beispielen untermauert und richtet sich an Unternehmen unterschiedlicher Gr e, vom Familienunternehmen bis zum Gro?unternehmen, an Personalmanager, Marketing- und Markenexperten, an Berater, F?hrungskr?fte und selbstst?ndige Unternehmer sowie Gesch?ftsf?hrer und Kommunikationsverantwortliche.


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Product Details
  • ISBN-13: 9783895786662
  • Publisher: Publicis MCD Werbeagentur GmbH
  • ISBN-10: 3895786667
  • Publisher Date: 12/13/2010


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