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Employer Branding: Kritische Würdigung eines personalwirtschaftlichen Gestaltungsansatzes

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  • Behrends, Thomas
  • Bauer, Maren

Abstract

In der personalwirtschaftlichen Praxis hat sich das Konzept des Employer Branding mittlerweile als ein wesentlicher Bestandteil modernen Personalmanagements mehr oder weniger fest etabliert. Die Entwicklung, Implementierung und Kommu-nikation einer unverwechselbaren Arbeitgebermarke gilt vielen Unternehmen in-zwischen als bedeutsame Voraussetzung, um sich auf den strategisch bedeutsamen Arbeitsmärkten für Fach- und Führungskräfte erfolgreich behaupten zu können. Anhand einer Sichtung einschlägiger Standardwerke, Lehrbücher und Praxisratgeber zum Thema unterzieht der vorliegende Beitrag die inhaltliche Substanz des Employer Branding-Konzepts einer kritischen Würdigung. Dabei treten einige fun-damentale Schwächen, Widersprüchlichkeiten und "blinde Flecken" zutage, die nicht bloß als argumentative Unzulänglichkeiten einzelner Publikationen abgetan werden können, sondern die postulierte Leistungsfähigkeit des Employer Branding-Ansatzes ganz grundsätzlich in Frage stellen. Im Endergebnis gelangen die Autoren zu der Schlussfolgerung, dass es sich beim Employer Branding ledig-lich um eine zeitgeistgemäß aufbereitete Neuauflage des hinlänglich bekannten Themas "Personalmarketing" handelt.

Suggested Citation

  • Behrends, Thomas & Bauer, Maren, 2016. "Employer Branding: Kritische Würdigung eines personalwirtschaftlichen Gestaltungsansatzes," Flensburger Hefte zu Unternehmertum und Mittelstand 12, Jackstädt-Zentrum Flensburg.
    • Handle: RePEc:zbw:dwjzhe:12
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    References listed on IDEAS

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    1. Hélène Giroux, 2006. "‘It Was Such a Handy Term’: Management Fashions and Pragmatic Ambiguity," Journal of Management Studies, Wiley Blackwell, vol. 43(6), pages 1227-1260, September.
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