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- 저자 : ( Ines Daniel(dr. ) ) (검색결과 1 건)
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( Ines Daniel(dr. ) ),( Michael Brusch(prof. Dr. ) ),( Kerstin Große(b. Sc. ) ),( Therese Kozlowski(m. Sc. ) ) 한국품질경영학회 2015 한국품질경영학회 학술대회 Vol.2015 No.2
Purpose Nowadays, people are one of the most important resources for a company and an employer brand is an intangible asset. First, well-trained graduates are looking for companies that embody certain characteristics and fit their needs at the best possible rate. Second, companies are looking for motivated and capable employees, which allow the company to achieve good performances, to generate a positive image of the labor market and retain more loyal employees to the company. Due to these circumstances, companies need to differentiate themselves clearly from other companies and produce a higher perceived employer attractiveness to find the best employees. This can be done by a sophisticated and individual employer branding concept. Methodology/Approach In this investigation, an empirical investigation of roundabout 430 students of a technical university in a medium-sized city in Germany was conducted. The data collection and analysis will focus on different methodical alternatives identifying factors and important criteria of employer branding. Therefore, multivariate data analysis methods such as factor analysis will be applied. Furthermore, some region specific problems are analyzed. Originality/Value of Paper The analyses of the empirical data focus on important factors of employer branding and allow new insights for researchers from a theoretical and from a practical point of view, especially to smaller regions and companies. To ensure efficient employer branding, it is particularly important to detect which factors influence the attractiveness of the employer, which criteria are especially important, and how potential employees are looking for new employers. In addition, some general implications and recommendations for later use will be developed.
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