Perspektivwechsel im Employer Branding

Proven experts systematically analyse the expectations, motives and behavioural patterns of Generation Y and Z and develop approaches for recruiting and retaining young employees. Recommendations for action to attract and retain these (future) employees and stakeholders in a way that is appropriate for the target group are also the focus of the book. Those responsible in companies thus receive concrete assistance in harmonising the needs and wishes of these age groups, who will soon make up the majority of the workforce, with their corporate culture and in preventing the future shortage of skilled workers.

In the 2nd edition, all contributions have been revised. Numerous case studies show in a practice-oriented way how appropriate communication can be successful for specific target groups, such as women in traditional male professions, students as the youngest group or typical medium-sized hidden champions or (family-owned) companies.

The content

• Marketing: The Management of all Target Groups
• Brand and branding: product, company and employer brands
• Challenges for employer branding and consequences
• Case studies on current challenges in employer branding and personnel marketing
• The &bdquo,House of Employer Branding&ldquo, as a solution approach for practice.