Skip to main content
SpringerLink
Log in

Arbeitgebermarkenaufbau durch informelle Hochschul-Personalmarketingmaßnahmen: Eine empirische Analyse im deutschen Mittelstand

Building employer brands with campus-recruitment practices: An empirical analysis in the German ‘Mittelstand’

  • Forschung
  • Published:
Zeitschrift für Betriebswirtschaft Aims and scope Submit manuscript

Zusammenfassung

Unternehmen setzen Personalmarketingmaßnahmen ein, um ihre Arbeitgeberattraktivität zu steigern und in Folge hochqualifizierte Bewerber zu attrahieren. Besonders für die gewöhnlich eher weniger bekannten mittelständischen Unternehmen („hidden champions“) stellt sich die Frage, wie diese ihre Arbeitgeberattraktivität steigern können. Diese Studie untersucht empirisch, wie sich der Einsatz zweier Personalmarketingmaßnahmen (Unternehmenspräsentation und universitätsinterne Karrieremesse) auf die Arbeitgebermarkenstärke und, dadurch mediiert, auf die Bewerbungsabsicht auswirkt. Die Ergebnisse zeigen, dass beide Maßnahmen zur Steigerung der Arbeitgebermarkenstärke im deutschen Mittelstand beitragen. Allerdings weist die Unternehmenspräsentation eine leicht bessere Wirkung auf. Zudem zeigt sich, dass die Interaktion beider Maßnahmen zusätzliche positive Effekte auf die Arbeitgebermarkenstärke bewirkt. Die Karrieremesse entfaltet dabei erst ihre gänzliche Wirkung, wenn sie in Verbindung mit einer Unternehmenspräsentation lanciert wird.

Abstract

Firms use HR marketing practices in order to enhance organizational attractiveness and consequently to attract highly qualified applicants. This issue is of particular importance for rather unknown small and medium-sized firms from the German Mittelstand which still need to build their employer brand. In this paper we empirically observe the impact of two campus-recruitment practices (company presentation during lecture and participation at an university internal career fair) on employer brand equity and subsequently on application intention. Our results suggest that both practices account for building an employer brand. Yet, the company presentation showed marginally greater effect sizes. Additionally, we found that both practices interact with each other, elevating each other’s impact. Thus, the career fair only showed its full potential, when further HR marketing practices were conducted.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Abb. 1
Abb. 2

Literatur

  • Aaker DA (1992) Management des Markenwerts. Campus-Verl, Frankfurt a. M.

    Google Scholar 

  • Aiken L, West S (1991) Multiple regression: testing and interpreting interactions. Sage, Newbury Park

    Google Scholar 

  • Allen DG, van Scotter JR, Otondo RF (2004) Recruitment communication media: impact on prehire outcomes. Pers Psychol 57(1):143–171

    Article  Google Scholar 

  • Allen DG, Mahto RV, Otondo RF (2007) Web-based recruitment: effects of information, organizational brand, and attitudes toward a web site on applicant attraction. J Appl Psychol 92(6):1696–1708

    Article  Google Scholar 

  • Anderson JR (2001) Kognitive Psychologie, 3. Aufl. Spektrum, Heidelberg

    Google Scholar 

  • Anderson JC, Gerbing DW (1988) Structural equation modeling in practice: a review and recommended two-step approach. Psychol Bull 103:411–423

    Article  Google Scholar 

  • Anderson DR, Sweeney DH, Williams TA (1996) Statistics for business and economics. West Publishing Company, St. Paul

    Google Scholar 

  • Audretsch DB, Elston JA (1997) Financing the German Mittelstand. Small Bus Econ 9:97–110

    Article  Google Scholar 

  • Backhaus K, Tikoo S (2004) Conceptualizing and researching employer branding. Career Dev Int 9(5) 501–517

    Article  Google Scholar 

  • Barber AE (1998) Recruiting employees. Individual and organizational perspectives. Sage, Thousand Oaks (Foundations for organizational science)

    Google Scholar 

  • Barber AE, Roehling MV (1993) Job postings and the decisions to interview: a verbal protocol analysis. J Appl Psychol 78(5):845–856

    Article  Google Scholar 

  • Belt JA, Paolillo JG (1982) The influence of corporate image and specifity of candidate qualifications on response to recruitment advertisement. J Manag 8(1):105–112

    Article  Google Scholar 

  • Bollen KA (1990) A comment on model evaluation and modification. Multivar Behav Res 25:181–185

    Article  Google Scholar 

  • Brannick MT, Chan D, Conway JM, Lance CE, Spector PE (2010) What is method variance and how can we cope with it? A panel discussion. Organ Res Methods 13:407–420

    Article  Google Scholar 

  • Breaugh JA (2008) Employee recruitment: current knowledge and important areas for future research. Hum Resour Manag Rev 18:103–118

    Article  Google Scholar 

  • Breaugh JA, Starke M (2000) Research on employee recruitment: so many studies, so many remaining questions. J Manag 26(3):405–434

    Article  Google Scholar 

  • Cable DM, Turban DB (2001) Establishing the dimensions, sources, and value of job seekers’ employer knowledge during recruitment. Res Pers Hum Res 20:115–163

    Article  Google Scholar 

  • Cable DM, Aiman-Smith L, Mulvey PW, Edwards JR (2000) The sources and accuracy of job applicants’ beliefs about organizational culture. Acad Manag J 43(6):1076–1085

    Article  Google Scholar 

  • Chang S-J, van Witteloostuijn A, Eden L (2010) From the editors: common method variance in international business research. J Int Bus Stud 41:178–184

    Article  Google Scholar 

  • Chin WW (1998) The partial least squares approach to structural equation modelling. In: Marcoulides GA, Mahwah NJ (Hrsg) Modern methods for business research. Lawrence Erlbaum, Mahwah, S 295–336

    Google Scholar 

  • Collins CJ (2007) The interactive effects of recruitment practices and product awareness on job seekers’ employer knowledge and application behaviors. J Appl Psychol 92(1):180–190

    Article  Google Scholar 

  • Collins CJ, Han J (2004) Exploring applicant pool quantity and quality: the effects of early recruitment practice strategies, corporate advertising, and firm reputation. Pers Psychol 57:685–717

    Article  Google Scholar 

  • Collins CJ, Stevens CK (2002) The relationship between early recruitment related activities and the application decisions of new market labor entrants: a brand equity approach to recruitment. J Appl Psychol 87(6) 1121–1133

    Article  Google Scholar 

  • Craik FI, Lockhart RS (1972) Levels of processing: a framework for memory research. J Verb Learn Verb Behav 11:671–684

    Article  Google Scholar 

  • Craik FI, Tulving E (1975) Depth of processing and the retention of words in episodic memory. J Exp Psychol 104(3):268–294

    Google Scholar 

  • Cudeck R, Henly SJ (1991) Model selection in covariance structures analysis and the “problem” of sample size: a clarification. Psychol Bull 109:512–519

    Article  Google Scholar 

  • Daft RL, Lengel RH (1986) Organizational information requirements, media richness and structural design. Manage Sci 32(5):554–571

    Article  Google Scholar 

  • Daft RL, Lengel RH, Trevino LK (1987) Message equivocality, media selection, and manager performance: implications for information systems. MIS Quart 11(3):355–366

    Article  Google Scholar 

  • Deshpande SP, Golhar DY (1994) HRM practices in large and small manufacturing firms: a comparative study. J Small Bus Manag 32:49–55

    Google Scholar 

  • Dougherty TW, Turban DB, Callender JC (1994) Confirming first impressions in the employment interview: a field study of interviewer behavior. J Appl Psychol 79:659–666

    Article  Google Scholar 

  • Erhart KH (2006) Job characteristic beliefs and personality as antecedents of subjective person—job fit. J Bus Psychol 21(2):193–226

    Article  Google Scholar 

  • Ewing MT, Pitt LF, de Bussy NM, Berthon P (2002) Employment branding in the knowledge economy. Int J Advert 21:3–22

    Google Scholar 

  • Fornell C, Larcker DF (1981) Evaluating structural equation models with unobservable variables and measurement error. J Marketing Res 18:39–50

    Article  Google Scholar 

  • Gatewood RD, Gowan MA, Lautenschlager GJ (1993) Corporate image, recruitment image and inital job choice decisions. Acad Manag J 36(2):414–427

    Article  Google Scholar 

  • Heneman HG III, Berkley RA (1999) Applicant attraction practices and outcomes among small businesses. J Small Bus Manag 37:53–74

    Google Scholar 

  • Heneman RL, Tansky JW, Camp SM (2000) Human resource management practices in small and medium-sized enterprises: unanswered questions and future research perspectives. Entrep Theory Pract 25:11–26

    Google Scholar 

  • Highhouse S, Lievens F, Sinar EF (2003) Measuring attraction to organizations. Educ Psychol Measur 63(6):986–1001

    Article  Google Scholar 

  • Homburg C, Grozdanovic M, Klarmann M (2007) Responsiveness to customers and competitors: the role of affective and cognitive organizational systems. J Marketing 71:18–38

    Article  Google Scholar 

  • Hornsby JS, Kuratko D (1990) Human resource management in small business: critical issues for the 1990s. J Small Bus Manag 28:9–18

    Google Scholar 

  • Hu L, Bentler P (1999) Cutoff criteria for fit indices in covariance structure analysis: convential criteria versus new alternatives. Struct Equ Model 6:1–56

    Article  Google Scholar 

  • Hult GTM, Ketchen DJ Jr, Cui AS, Prud’homme AM, Seggie SH, Stanko MA, Shichun Xu A, Cavusgil ST (2006) An assessment of the use of structural equation modeling in international business research. Res Method Strategy Manag 3:385–415

    Article  Google Scholar 

  • Kayser G (2006) Daten und Fakten -- Wie ist der Mittelstand strukturiert? In: Krüger W, Klippstein G, Merk R, Wittberg V (Hrsg) Praxishandbuch des Mittelstands-Leitfaden für das Management mittelständischer Unternehmen. Gabler, Wiesbaden, S 33–48

    Google Scholar 

  • Keller KL (1993) Conceptualizing, measuring, and managing customer-based brand equity. J Market 57(1):1–22

    Article  Google Scholar 

  • Klein A, Moosbrugger H (2000) Maximum likelihood estimation of latent interaction effects with the lms method. Psychometrika 65:457–474

    Article  Google Scholar 

  • Knox S, Freeman C (2006) Measuring and managing employer brand image in the service industry. J Market Manag 22:695–717

    Article  Google Scholar 

  • Kotler P (1991) Marketing management. analysis, planning, implementation, and control, 7. Aufl. Prentice-Hall, Englewood Cliffs

    Google Scholar 

  • Lado AA, Wilson MA (1994) Human resource systems and sustained competitive advantage: a competency-based perspective. Acad Manag Rev 19(4):699–727

    Article  Google Scholar 

  • Leone RP, Rao VR, Keller KL, Luo AM, McAllister L, Srivastava R (2006) Linking brand equity to customer equity. J Res 9(2):125–138

    Google Scholar 

  • Liden RC, Parsons CK (1986) A field study of job applicant interview perceptions, alternative opportunities, and demographic characteristics. Pers Psychol 39:109–122

    Article  Google Scholar 

  • Lievens F, van Hoye G, Anseel F (2007) Organizational identity and employer image: towards a unifying framework. Br J Manag 18:45–59

    Article  Google Scholar 

  • MacKenzie SB, Podsakoff PM, Fetter R (1993) The impact of organizational citizenship behavior on evaluations of salesperson performance. J Market 57(1):70–80

    Article  Google Scholar 

  • Maruyama GM (1998) Basics of structural equation modeling. Sage, Thousand Oaks

    Google Scholar 

  • Maurer SD, Howe V, Lee TW (1992) Organizational recruiting as marketing management: an interdisciplinary study of engineering graduates. Pers Psychol 45:807–833

    Article  Google Scholar 

  • Neter J, Wassermann W, Kutner M (1983) Applied linear regression models. Irwin, Homewood

    Google Scholar 

  • O’Leary-Kelly SW, Vokurka RJ (1998) The empirical assessment of construct validity. J Oper Manag 16:387–405

    Article  Google Scholar 

  • Perkins LA, Thomas KM, Taylor GA (2000) Advertising and recruitment: marketing to minorities. Psychol Market 17(3):235–255

    Article  Google Scholar 

  • Podsakoff PM, Organ DW (1986) Self-reports in organizational research: problems and prospects. J Manag 12:531–544

    Article  Google Scholar 

  • Priem RL, Butler JE (2001) Is the resource-based “View” a useful perspective for strategic management research? Acad Manag Rev 26(1):22–40

    Article  Google Scholar 

  • Rastetter D (1996) Personalmarketing, Bewerberauswahl und Arbeitsplatzsuche. 24 Tabellen. Enke, Stuttgart

    Google Scholar 

  • Rauch A, Frese M, Utsch A (2005) Effects of human capital and long-term human resources development and utilization on employment growth of small-scale businesses: a causal analysis. Entrep Theory Pract 29:681–698

    Google Scholar 

  • Rundus DJ (1971) Analysis of rehearsal processes in free recall. J Exp Psychol 89(1):63–77

    Article  Google Scholar 

  • Rynes SL (1991) Recruitment, job choice, and post-hire consequences: a call for new research directions. In: Dunnette MD, Hough LM (Hrsg) Handbook of industrial and organizational psychology, 2. Aufl. Consulting Psychologists Press, Palo Alto, S 399–444

    Google Scholar 

  • Rynes SL, Barber AE (1990) Applicant attraction strategies: an organizational perspective. Acad Manag Rev 15(2):286–310

    Article  Google Scholar 

  • Rynes SL, Boudreau JW (1986) College recruiting in large organisations: practice, evaluation, and research implications. Pers Psychol 39(4):729–757

    Article  Google Scholar 

  • Rynes SL, Bretz RD Jr, Gerhart B (1991) The importance of recruitment in job choice. a different way of looking. Pers Psychol 44:487–521

    Article  Google Scholar 

  • Rynes SL, Orlitzky MO, Bretz RD (1997) Experienced hiring versus college recruiting: practices and emerging trends. Pers Psychol 50:309–339

    Article  Google Scholar 

  • Simon H (1995) Effektives Personalmarketing, Strategien, Instrumente, Fallstudien. Gabler, Wiesbaden

    Google Scholar 

  • Spence M (1973) Job market signaling. Q J Econ 87(3):355–374

    Article  Google Scholar 

  • Srull TK, Wyer RS Jr (1989) Person memory and judgement. Psychol Rev 96(1):58–83

    Article  Google Scholar 

  • Süß M (1996) Externes Personalmarketing für Unternehmen mit geringer Branchenattraktivität. Univ., Diss. Erlangen-Nürnberg, Hampp, München

    Google Scholar 

  • Taylor SM, Bergmann TJ (1987) Organizational recruitment activities and applicants’ reactions at different stages in the recruitment process. Pers Psychol 40(2):261–285

    Article  Google Scholar 

  • Tom VR (1971) The role of personality and organizational images in the recruiting process. Organ Behav Hum Perform 6:573–592

    Article  Google Scholar 

  • Turban DB (2001) Organizational attractiveness as an employer on college campuses: an examination of the applicant population. J Vocat Behav 58:293–312

    Article  Google Scholar 

  • Turban DB, Greening DW (1996) Corporate social performance and organizational attractiveness to prospective employees. Acad Manag J 40(3):658–672

    Article  Google Scholar 

  • Turban DB, Campion JE, Eyring AR (1995) Factors related to job acceptance decisions of college recruits. J Vocat Behav 47:193–213

    Article  Google Scholar 

  • Williamson I, Robinson J (2008) The effect of small firms’ recruitment practice portfolio composition on recruitment success. In: Barrett R, Mayson S (Hrsg) International handbook of entrepreneurship and HRM. Edward Elgar, Cheltenhaum, S 361–381

    Google Scholar 

  • Wright P, Ferris SP, Hiller JS, Kroll M (1995) Competitiveness through management of diversity. effects on stock price valuation. Acad Manag J 38(1):272–287

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Fachbereich für Wirtschaftswissenschaften, Justus-Liebig-Universität Gießen, Licher Str. 62, 35394, Gießen, Deutschland

    Matthias Baum &  Rüdiger Kabst

Authors
  1. Matthias Baum
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Rüdiger Kabst
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Matthias Baum.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Baum, M., Kabst, R. Arbeitgebermarkenaufbau durch informelle Hochschul-Personalmarketingmaßnahmen: Eine empirische Analyse im deutschen Mittelstand. Z Betriebswirtsch 81, 327–349 (2011). https://doi.org/10.1007/s11573-011-0439-x

Download citation

  • Received:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11573-011-0439-x

Schlüsselwörter

Keywords

JEL-Classification

Search

Navigation