International Employer Brand Management A Multilevel Analysis and Se
The increasing globalization of business activities forces companies to recruit highly skilled employees all over the world. In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing to divers
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Lena Christiaans
International Employer Brand Management A Multilevel Analysis and Segmentation of Students’ Preferences Foreword by Prof. Dr. Marion Büttgen
Lena Christiaans Düsseldorf, Germany
D100 Zugl. Dissertation, Universität Hohenheim, 2012
ISBN 978-3-658-00455-2 DOI 10.1007/978-3-658-00456-9
ISBN 978-3-658-00456-9 (eBook)
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Foreword The increasing globalization of business activities forces companies to recruit highly skilled employees in many countries around the globe in order to remain competitive. At the same time, demographic and social parameters lead to shortages of qualified staff, especially in industrialized nations. To win the resulting global competition for the best talents, it is essential for companies to differentiate themselves from their competitors through a unique and attractive employer image. Just like marketing managers have to handle the worldwide differences in
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