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Employer Branding

In: Handbuch Mitarbeiterkommunikation

Author

Listed:
  • Dietmar Kremmel

    (FHS St.Gallen, Hochschule für Angewandte Wissenschaften)

  • Benjamin von Walter

    (FHS St.Gallen, Hochschule für Angewandte Wissenschaften)

Abstract

Zusammenfassung Beim Employer Branding werden die Prinzipien der Markenführung auf den Arbeitsmarkt übertragen. Im Wettbewerb um die besten Mitarbeitenden stellt der Aufbau eines klaren, differenzierenden Arbeitgeberimage einen zentralen Erfolgsfaktor dar. Der vorliegende Beitrag erläutert die Grundlagen des Employer Branding und zeigt anhand des Employer-Brand-Management-Prozesses auf, wie eine Arbeitgebermarke gestaltet und gepflegt werden kann. Um die Employer Value Proposition in den Köpfen von potenziellen bzw. aktuellen Mitarbeitenden verankern zu können, spielt eine gezielte Employer-Branding-Kommunikation eine entscheidende Rolle.

Suggested Citation

  • Dietmar Kremmel & Benjamin von Walter, 2021. "Employer Branding," Springer Books, in: Sabine Einwiller & Sonja Sackmann & Ansgar Zerfaß (ed.), Handbuch Mitarbeiterkommunikation, pages 503-522, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-23152-1_29
    DOI: 10.1007/978-3-658-23152-1_29
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