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

Content Provider	Springer Nature Link
Author	Baum, Matthias Kabst, Rüdiger
Copyright Year	2011
Abstract	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.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.
Starting Page	327
Ending Page	349
Page Count	23
File Format	PDF
ISSN	00442372
Journal	Zeitschrift für Betriebswirtschaft
Volume Number	81
Issue Number	3
e-ISSN	18618928
Language	English
Publisher	SP Gabler Verlag
Publisher Date	2011-02-11
Publisher Place	Wiesbaden
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	SMEs Employer Brand HR Marketing Structural Equation Modeling Moderator Analysis Production/Logistics Personnel Management Business/Management Science Management/Business for Professionals Accounting/Auditing Organization/Planning
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
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