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Summary
Research question:
How is it possible to capture the attractiveness
of an employer brand in a monetary index? Which employer branding
factors influence this index most effectively?
Methodology:
Multiple group analysis using a path analytical procedure.
Practical implications:
The Employer Brand Value Score Model provides
a monetary management approach to employer branding which enables
benchmarking with competitors amongst others. Further, the importance
of a target group strategy in employer branding is highlighted.
Literaturverzeichnis
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PASCAL GÜNTÜRKÜN, DIPL.-ÖK.
Wiss. Mitarbeiter am Marketing Department,
Ruhr-Universität Bochum
e-mail:
DR. TILL HAUMANN
Postdoc am Marketing Department, Ruhr-Universität Bochum
e-mail:
HOLGER KOCH
Geschäftsführer Trendence Institut GmbH
e-mail:
ALFRED LUKASCZYK
Corporate Human Resources, Evonik Industries AG
e-mail: