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What is a successful Employer Branding Concept for a Subsidiary of a Global Organization?

  • The aim of this thesis is to elaborate and evaluate the current employer branding concept at a subsidiary of a globally represented organization. This enables the author to draw conclusions and give improvement recommendations. The first part is based on scientific literature and data. It outlines the concept of employer branding and shows which areas of a company are affected hereby. Next, it is explained why a successful employer branding concept can be advantageous for companies and how to communicate it. To conclude the first part, challenges that come with employer branding in a global company context are elaborated. The following part of the thesis, is developed from internal data and information. It focuses on the current employer branding concept at the subsidiary. Moreover, it is revealed why an employer brand is necessary and which challenges and opportunities, for this concept, exist at that subsidiary. It is also reflected on the effects, set corporate guidelines and conditions, have on the local employer branding concept. The last part, attempts to measure the success of the current employer branding concept at the subsidiary. This is conducted by assessing three different sources with regard to their influence and significance on the employer brand. At first, the company’s key performance indicators are evaluated. Secondly, results of two surveys, which were conducted for this thesis, are analyzed and interpreted. Both give insight on people’s expectations and experiences with employers: One survey investigated an external target group while the other questioned the employees at the subsidiary. As a third source, results of a recent internal survey, which evaluated the employee’s perspective on their workplace, are included and assessed. To conclude the thesis, improvement suggestions on how to have a successful employer brand, according to demographic region, operating business sector and global context are given. The recommendations include content-related adjustments, proposals for the inclusion of corporate standards, ideas on how to raise the employer brand’s awareness and finally suggestions for improved communication of the local employer brand.

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Author:Eva Mayer
Advisor:Heike Stengel
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Release Date:2017/03/01
Degree Program:IBM - International Business Management
Functional area:Human Resource Management
Licence (German):License LogoUrheberrechtlich geschützt