@phdthesis{Wendel2015,
  type      = {Bachelor Thesis},
  author    = {Wendel, Ellina},
  title     = {Demographischer Wandel und Potenziale {\"a}lterer Arbeitsnehmer},
  year      = {2015},
  abstract  = {Das Ph{\"a}nomen „demographischer Wandel" r{\"u}ckt immer mehr ins Zentrum {\"o}ffentlicher Diskussion. Mit seinen unterschiedlichen Facetten pr{\"a}gt es Wirtschafts- und Arbeitswelt. Geringe Geburtenraten und steigende Lebenserwartungen f{\"u}hren zu einer dramatischen Ver{\"a}nderung der Altersverteilung. Dies hat, unter anderem zur Folge, dass immer mehr Erwerbst{\"a}tige in den Ruhestand wechseln und ihre Know-how mitnehmen. Dies stellt Unternehmen vor Herausforderungen, da qualifizierte Fachkr{\"a}fte nur schwer zu finden sind. Unternehmen werden zum Umdenken und aktiven Handeln aufgefordert. So k{\"o}nnten nicht oder schlecht genutzte Ressourcen wie zum Beispiel Rentner eingebunden werden um dem demographischen Wandel entgegenzuwirken. Die vorliegende Bachelorthesis besch{\"a}ftigt sich daher mit der Weiterbesch{\"a}ftigung im Rentenalter. Ziel ist es zu kl{\"a}ren, ob die Bereitschaft f{\"u}r eine Erwerbst{\"a}tigkeit im Rentenalter {\"u}berhaupt besteht, welche Motive ein Rolle spielen und welche Rahmenbedingungen vorhanden sein m{\"u}ssen. Auf der Basis von aktueller Fachliteratur und einer Befragung {\"a}lterer Personen ab 55 Jahren, werden diese Fragen in sechs Kapiteln diskutiert. Nach einer kurzen Einleitung wird in Kapitel zwei der demographische Wandel und dessen Herausforderungen f{\"u}r die Arbeitswelt erl{\"a}utert. Kompetenzen {\"A}lterer und Ruhest{\"a}ndler so wie betriebswirtschaftliche Effekte werden in Kapitel drei aufgef{\"u}hrt. Kapitel vier beschreibt die Voraussetzungen und Rahmenbedingungen f{\"u}r die Besch{\"a}ftigung von Ruhest{\"a}ndler. Eine Illustration der Befunde der empirischen Untersuchung erfolgt in Kapitel f{\"u}nf. Die Ergebnisse der Untersuchung zeigen eine deutliche Leistungsf{\"a}higkeit und auch eine Bereitschaft f{\"u}r die Weiterbesch{\"a}ftigung im Rentenalter. Zu den wichtigsten Motiven geh{\"o}ren Spaß an der Arbeit, Kontakt mit Menschen, Fit bleiben und Wissen weitergeben. Um die Potenziale dieser Bev{\"o}lkerungsgruppe in vollem Umfang nutzen zu k{\"o}nne m{\"u}ssen bestimmte Voraussetzungen erf{\"u}llt und Rahmenbedingungen vorhanden sein. Hier besteht noch auf verschiedenen Ebenen Handlungsbedarf.},
  language  = {de}
}
@phdthesis{Wasmer2015,
  type      = {Bachelor Thesis},
  author    = {Wasmer, Katharina},
  title     = {Der Arbeitstitel lautet: Implementierung eines Personalmarketingkonzepts im Rahmen des Employer Branding mit dem Ziel den Bekanntheitsgrad der BIPSO GmbH ( ein mittelst{\"a}ndisches Pharmaunternehmen) zu steigern und somit dem Fachkr{\"a}ftemangel entgegen zu wirken (Thema im Personalmarketing)},
  year      = {2015},
  abstract  = {Abstract. Over the last years the German economy perceives the ongoing demographic change which is the reason for a lower offer of skilled workers. A war for talents is declared and recruiters try to meet this challenge. Especially small and medium sized companies notice the lack of qualified applicants that is why these firms should transform into an "employer of choice". In order to become more attractive for workers, they should invest in marketing strategies to differ from the employer competitors. The theme of the scientific work deals with the development of a human resources marketing plan. The aim is to increase the brand awareness of the pharmaceutical mid-sized company the "BIPSO GmbH". Evolving a strong employer brand which is in line with the business strategy is the center of gravity. All HR-Marketing activities are aligned to the brand "BIPSO". In the course of the strategic process, internal and external analyses support the definition of personnel marketing measures. The methods and knowledge have been transferred to the BIPSO GmbH and checked for their applicability. The theories of "how workers choose an employer" or the analysis presented by Simon Sinek conduce to obtain a better understanding of the external target group and the strengths and weaknesses of the company. The interface between Human resources and marketing could be detected by the mutual influence of the employer brand and the product brand. Overlaps are noticeable in the strategic steps of marketing such as the positioning with the help of the EVP (= Employee Value Proposition) or the segmentation of the target groups. To address the audience via their preferred media channels and recruitment channels, an empirical research was performed. Expert interviews with the target group helped to gain insights in their media habits or the identification with the company. The results determine how the communication policy for the BIPSO GmbH should be configured. The outcome shows the need to invest in the linkage of print and online channels. In order to differentiate BIPSO from the competition, the firm should emphasize its origin as an independent family with an ethically valuable product. This unique feature is integrated into all activities. The emotional component is complemented by the rational employers offer such as the performance of the collective agreement of chemistry. In addition to the external measures internal activities were focused, which should lead to a better working environment, because "true beauty comes from the inside." Nevertheless, the human resources marketing concept is not a long-term solution for the demographic development and the lack of skilled labor. However, it can increase the level of awareness and attract the interest of candidates so that companies like the BIPSO GmbH can benefit in hiring new collaborators.},
  language  = {de}
}
@phdthesis{Bantle2015,
  type      = {Bachelor Thesis},
  author    = {Bantle, Susann},
  title     = {Willkommenskultur in Deutschland - Ans{\"a}tze und Herausforderungen in der Rekrutierung und Integration von Fachkr{\"a}ften aus dem Ausland},
  year      = {2015},
  abstract  = {Content of this bachelor thesis is to portray the status quo in Germany´s discussion about its welcoming culture and its lack of qualified workers. Government actions as well as efforts from companies are shown in this paper. Two surveys were conducted about the welcoming culture in Germany and German companies. The first survey was asking companies about their need of qualified workers as well as an already might existing welcoming culture. The second survey was sent to qualified immigrants who came through projects to Germany, to find out how they perceived the efforts for a welcoming culture in Germany. The results of the whole research are summed up in the last part of the thesis with a critical eflection. The surveys were conducted with the support of Synergie Personal GmbH Deutschland, as well as with the help of the companies that participated in the projects of the Fachkr{\"a}fteallianz Gewinnerregion.},
  language  = {de}
}