Employer Branding in öffentlichen Verwaltungen. Chancen und Herausforderungen
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Studienarbeit aus dem Jahr 2021 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 2,3, Universität Kassel, Sprache: Deutsch, Abstract: Im Rahmen dieser Ausarbeitung sollen die erfolgsbeeinträchtigenden Faktoren, aber auch die Möglichkeiten der Implementierung eines Employer Brandings für die öffentliche Verwaltung (öV) dargestellt werden. Konkret stellt sich daher die Frage: Welche Chancen und welche Herausforderungen ergeben sich für öffentliche Verwaltungen bei der Implementierung eines Employer Brandings? Zur Beantwortung der Forschungsfrage werden zu Beginn der Arbeit die zentralen Begrifflichkeiten erläutert und der Prozess, wie sich aus einem Arbeitgeber eine Employer Brand entwickeln kann, ermittelt. In den Kapiteln drei und vier werden auf Basis von fachliterarischer Auswertung die Herausforderungen und Chancen erarbeitet, welche die öV mit einem ganzheitlichen Employer Brandings erfahren. Zuletzt erfolgt in Kapitel fünf eine Handlungsempfehlung für die Umsetzung eines Employer Brandings in der öV. "Wenn Du ein Schiff bauen willst, dann trommle nicht Männer zusammen, um Holz zu beschaffen, Aufgaben zu vergeben und die Arbeit einzuteilen, sondern lehre die Männer die Sehnsucht nach dem weiten, endlosen Meer." Entsprechende Sehnsüchte und Leidenschaften, die hier sinnbildlich für einen Schiffsbau beschrieben werden, sollen mittels Employer Branding von (potentiellen) Arbeitnehmern gegenüber ihrem Arbeitgeber erweckt werden. Die Grundidee bezieht sich dabei auf eine positive Darstellung des Arbeitgebers als attraktive Marke in den Köpfen der Arbeitnehmer. Der Arbeitgebermarkt hat zunehmend zum Arbeitnehmermarkt gewandelt. Arbeitgeber müssen sich nunmehr um geeignete Beschäftigte bewerben und stehen hierbei in einem harten Wettbewerb. Auch die öV erleidet durch Aspekte wie die des demografischen Wandels einen Nachwuchskräftemangel und muss sich zunehmend in einem "War of Talents" gegenüber der freien Wirtschaft beweisen. Das Employe
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