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Mitarbeiterassoziationen als Treiber der Arbeitgeberattraktivität

  • Chapter
Behavioral Branding

Zusammenfassung

Der viel zitierte amerikanische Organisationspsychologe Benjamin Schneider bemerkte bereits vor über 20 Jahren, dass Organisationen in allererster Linie soziale Gruppen sind und dass es folglich die in einer Organisation arbeitenden Menschen sind, die die Organisation für neue Mitglieder attraktiv machen (vgl. Schneider 1987, S. 436). Die heutige Recruiting-Praxis vieler Unternehmen scheint ihm Recht zu geben. So wirbt z.B. die Deutsche Telekom unter dem Motto vom „Kommilitonen zum Kollegen“ mit prototypischen Studenten als Berufseinsteigern, die sich laut Anzeigentext bewusst für eine Karriere bei der Deutschen Telekom entschieden haben. Auf der Karriere-Website von IKEA stellen sich ausgewählte Mitarbeiter wie Rene vom Kundenservice Österreich oder Verkaufsmitarbeiterin Ingeborg aus Kanada unter der Rubrik „Menschen bei IKEA“ vor und erzählen von sich selbst und ihrer Arbeit. Die Deutsche Bank versucht junge Talente mit einer Vielzahl unterschiedlicher Veranstaltungen wie „Business Lunches“, „Classroom Trainings“, „Networking Events“ oder „Senior Management Exposures“ zu locken, in deren Mittelpunkt stets die Begegnung mit den Mitarbeitern der Bank steht.

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Authors
  1. Benjamin von Walter
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  2. Sven Henkel
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  3. Wibke Heidig
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Torsten Tomczak Franz-Rudolf Esch Joachim Kernstock Andreas Herrmann

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von Walter, B., Henkel, S., Heidig, W. (2012). Mitarbeiterassoziationen als Treiber der Arbeitgeberattraktivität. In: Tomczak, T., Esch, FR., Kernstock, J., Herrmann, A. (eds) Behavioral Branding. Gabler Verlag. https://doi.org/10.1007/978-3-8349-7134-0_16

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