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International Employer Brand Management : A Multilevel Analysis and Segmentation of Students' Preferences / by Lena Christiaans

Publisher	(Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler)
Year	2013
Edition	1st ed. 2013.
Authors	*Christiaans, Lena author SpringerLink (Online service)

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Links to the text	Location	Volume	Call No.	Barcode No.	Status	Comments	ISBN	Printed	Restriction	Reserve
Links to the text	Library Off-campus access			OB00156232			9783658004569

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Material Type	E-Book
Media type	機械可読データファイル
Size	XVIII, 265 p. 16 illus : online resource
Notes	Introduction -- Theoretical Background and Literature Review -- Conceptual Framework and Deduction of Hypotheses -- Research Methodology and Data Basis -- Empirical Analysis and Hypothesis Testing -- Discussion of Empirical Findings 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 diverse target audiences. However, in the absence of research on international students’ preferences for employer characteristics, it is difficult for multinational companies to decide on a feasible degree of employer brand standardization. Lena Christiaans investigates the impact of between-country differences, e.g. differences in national culture or economic wealth, on students’ preferences in relation to the effects of within-country differences in individuals’ characteristics. Combined with a segmentation of the European graduate market, the results provide readers with insight into the development of employer value propositions for business and engineering target groups. Contents - Core Concepts of Employer Branding - Contributions from Cross-Cultural Research - Employer Branding Strategy - Multilevel Analysis Target Groups - Researchers and students in the fields of employer branding, corporate branding, management, marketing, communications - Managers and experts with focus on employer branding, HR marketing, HR, corporate communications About the Author Lena Christiaans obtained her doctorate at the Chair in Corporate Management at Universität Hohenheim and currently works as a reputation manager in the Corporate Communications department of a DAX-30-company in Dusseldorf HTTP:URL=https://doi.org/10.1007/978-3-658-00456-9
Subjects	LCSH:Marketing LCSH:Business LCSH:Management science LCSH:Entrepreneurship LCSH:New business enterprises FREE:Marketing FREE:Business and Management FREE:Entrepreneurship
Classification	LCC:HF5410-5417.5 DC23:658.8
ID	8000009568
ISBN	9783658004569