Zusammenfassung
Geburtenrückgang, Mangel an Fachkräften, Wertewandel, Wissensgesellschaft – vielfältige veränderte wirtschaftliche und gesellschaftliche Rahmenbedingungen machen den Mitarbeiter zunehmend zur knappen Ressource. Der allererste Kontakt eines potenziellen Mitarbeiters mit einem Unternehmen und seiner Marke kann entscheidend sein, ob und inwieweit er sich zukünftig mit dem Unternehmen und der Marke identifiziert. Für Unternehmen wird es immer wichtiger den fachlich besten und zum Unternehmen sowie zur Marke passenden Mitarbeiter zu finden und ihn möglichst langfristig an das Unternehmen zu binden.
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Forster, A., Erz, A., Jenewein, W. (2009). Employer Branding. In: Tomczak, T., Esch, FR., Kernstock, J., Herrmann, A. (eds) Behavioral Branding. Gabler. https://doi.org/10.1007/978-3-8349-8744-0_15
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