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Employer Branding Strategie. Identifikation von Entscheidungskriterien zur Arbeitgeberwahl.: Am Beispiel des Investment Banking by Jepp, Janka

Employer Branding Strategie. Identifikation von Entscheidungskriterien zur Arbeitgeberwahl.: Am Beispiel des Investment Banking

by Janka Jepp
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Book cover type: Paperback
  • ISBN13: 9783640393800
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 104
  • Original Price: USD 67.5
  • Language: German
  • Edition: N/A
  • Item Weight: 146 grams
  • BISAC Subject(s): Management

Diplomarbeit aus dem Jahr 2009 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,7, Johann Wolfgang Goethe-Universität Frankfurt am Main, Sprache: Deutsch, Abstract: Die steigende Nachfrage nach qualifizierten und leistungsstarken Arbeitnehmern, sog. High Potentials, sowie die parallele Verknappung der jungen Erwerbstätigen, führt zu einem Wettbewerb der Unternehmen um die besten Arbeitskräfte. Nur wer es schafft sich am Arbeitsmarkt in den Augen der Zielgruppe als besonders attraktiver und geeigneter Arbeitgeber darzustellen, also zum sog. Employer of Choice aufzusteigen, wird in der Zukunft Erfolg haben. Es ist wichtig, je nach Zielgruppe genau zu analysieren, wie die berufliche Leidenschaft angesprochen und für das Unternehmen entfacht werden kann. Ein Unternehmen wird als geeigneter Arbeitgeber nur durch die genaue Kenntnis der Zielgruppe und die zielgerichtete Kommunikation der Arbeitgebervorteile an sie, wahrgenommen. Die Qualifikations- und Leistungsanforderungen an Arbeitnehmer sind in dem Bereich des Investment Bankings besonders hoch. Eine Tätigkeit im Investment Banking wurde noch vor kurzer Zeit mit Ansehen und Stolz verbunden. Die aktuelle Finanzkrise hat allerdings bereits zu einem enormen Imageverlust der Branche geführt. Aufgrund des Verlustes an der Attraktivität einer Tätigkeit im Investment Banking sowie aufgrund der Auswirkungen der Veränderungen am Arbeitsmarkt wird es zu einer Herausforderung, High Potentials für diesen Bereich zu rekrutieren. Die vorliegende Arbeit hat das Ziel, die Entscheidungskriterien bei der Arbeitgeberwahl von Studenten und Absolventen, die sich für eine Tätigkeit im IB interessieren, zu identifizieren. Des Weiteren soll die Dynamik von Anspruchskriterien an einen Arbeitgeber von erfahrenen Investment Bankern gegenüber Hochschulabsolventen skizziert werden. Aufbauend auf den Ergebnissen werden Ansatzpunkte zur Entwicklung einer Employer Branding Strategie für die Branche Investment Banking f

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