International Employer Brand Management : A Multilevel Analysis and Segmentation of Students' Preferences

Lingua: inglese

Editore: Springer VS, 2012

365800455X / 9783658004552

Da: AHA-BUCH GmbH, Einbeck, GermaniaAHA-BUCH GmbH

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Venditore AbeBooks dal 14 agosto 2006

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Descrizione dell’articolo da parte del venditore

Druck auf Anfrage Neuware - Printed after ordering - 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 Christians investigates the impact of between-country differences, such as in national culture or economic wealth, on students' preferences in relation to individual differences of students within the same country. In combination with a segmentation of the European graduate market, the results provide readers with inside on which elements of the employer value proposition are suitable for standardization in which target groups. 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 AnalysisTarget 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 communicationsAbout the AuthorLena 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.…

Codice articolo 9783658004552

Titolo
International Employer Brand Management : A Multilevel Analysis and Segmentation of Students' Preferences
Autore
Lena Christiaans
Editore
Springer VS
Anno di pubblicazione
2012
Condizione
Neu
Rilegatura
Taschenbuch
Lingua
inglese
ISBN 10
365800455X
ISBN 13
9783658004552
Peso dell'articolo
371 grammi
Dimensioni
210x148x16 mm

AHA-BUCH GmbH

Einbeck, Germania

Venditore con 5 stelle

Venditore AbeBooks dal 14 agosto 2006

Tariffe di spedizione da Germania a U.S.A.

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