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Implikationen neuroökonomischer Erkenntnisse für das Employer Branding
[Implications of neuroeconomic findings for Employer Branding]

Author

Listed:
  • Bach, Norbert
  • Sterner, Madlen

Abstract

Aufgrund des demografischen Wandels stehen Arbeitgeber vor neuen Herausforderungen bei der Anwerbung von Fach- und Führungskräften. Employer Branding dient dabei der Differenzierung des Arbeitgebers, der Präferenzbildung des Bewerbers und der Emotionalisierung der Wahlentscheidung. Neuroökonomische Studien haben zum Teil altbewährte Konzepte des Marketings widerlegt. Der vorliegende Beitrag zeigt aus empirischen Befunden des Neuromarketing resultierende Konsequenzen für das Employer Branding auf. Anhand einer systematischen Prüfung der Verallgemeinerbarkeit der Studienergebnisse auf Employer Branding wird gezeigt, dass die Employee Value Proposition nicht als Markenpersönlichkeit, sondern eher objektbezogen formuliert werden sollte. Ferner wird aufgezeigt, dass Framing- und Priming-Maßnahmen aufgrund von Selbstreflexionsprozessen bei der Arbeitgeberwahl zu keiner eindeutigen Wirkung führen können. Gleichzeitig implizieren neurologisch belegte First-Choice Effekte, dass die Employer Brand möglichst als Secondary Inducer für Somatic Marker Zustände verankert werden sollte. Verläuft die Arbeitgeberwahl als rationaler Abwägungsprozess, implizieren neurologische Erkenntnisse eine Moderatorwirkung der Arbeitgebermarke.

Suggested Citation

  • Bach, Norbert & Sterner, Madlen, 2011. "Implikationen neuroökonomischer Erkenntnisse für das Employer Branding [Implications of neuroeconomic findings for Employer Branding]," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 5, number 52011, September.
    • Handle: RePEc:zbw:tuisbw:52011
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    References listed on IDEAS

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    3. Dr. Peter Kenning & Hilke Plassmann, 2004. "NeuroEconomics," Experimental 0412005, University Library of Munich, Germany.
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