Qualifizierte Mitarbeiter an das Unternehmen binden mit dem "Employer Branding"
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Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,7, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: "Meine wichtigste Erfahrung als Manager ist die Erkenntnis, dass die Mitarbeiter das wertvollste Gut eines Unternehmens sind und damit auch das wichtigste Erfolgskapital. Es sind nie Computer, Roboter, technische Einrichtungen, die zu einem Ziel führen, sondern immer Menschen, die Konzepte zustande bringen." Umso wichtiger werden Mitarbeiter für Unternehmen vor dem Hintergrund des demografischen Wandels und dem damit verbundenen Kampf um die Talente, dem sogenannten "War for Talents". Eine aktuelle Studie der McKinsey & Company besagt, dass im Jahre 2020 bis zu zwei Millionen Arbeitskräfte fehlen werden. Gerade deshalb sollte der Fokus der Unternehmen darauf liegen, qualifizierte Mitarbeiter für sich zu finden sowie diese an sich zu binden. Der Begriff Employer Branding, übersetzt Arbeitgebermarke, hat diese Themen aufgegriffen und in eine gesamtstrategische Lösung eingebunden. Ziel der Seminararbeit ist es, aufgrund der wenigen Literatur über das Thema Employer Branding, mehr Klarheit über den Begriff zu schaffen, Missverständnisse auszuräumen sowie einen Überblick über die Grundlagen, Ziele und Zielgruppen sowie ausgewählte Instrumente zu geben. Insbesondere soll die Seminararbeit Managern und Führungskräften die Wichtigkeit des Employer Brandings näher bringen.
Kerstin Schaaf, B.A., studierte berufsbegleitend Business Administration mit Fokus auf Human Resources und Marketing. 2012 erwarb sie ihren Abschluss an der Hochschule fur Oekonomie & Management Essen (FOM). Nach mehrjahriger Tatigkeit in der Personaladministration, ist sie heute als Personalreferentin einer internationalen Grokanzlei fur die Personalbetreuung und -bindung sowie fur Projektarbeiten zu aktuellen Fragestellungen im Personalwesen verantwortlich.
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