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Die Wirksamkeit von Radiowerbung für Employer Branding bei der Gewinnung von technischen Fachkräften eines regionalen mittelständischen Unternehmens

  • The subject of this paper is the effectiveness of radio advertising with a focus on attracting technical specialists from regional medium-sized companies. This is done on the basis of BDT Media Automation GmbH, a medium-sized B2B company from Rottweil. For this purpose, the target group is first determined and analyzed. Subsequently, five hypotheses are formed in view of the employer branding concept and an extensive literature research regarding radio advertising. These hypotheses will be examined in the empirical part of this paper by means of a study with 31 human resources managers and recruiters, and their accuracy will be tested. After evaluating the data, the results of the study are presented in order to provide BDT as well as other medium sized companies with recommendations for action regarding the effectiveness of radio as a communication tool for employee recruitment.

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Author:Maila Osterhold
Advisor:Armin Trost
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:0021/06/30
Release Date:2021/10/14
Tag:Employer branding; Radiowerbung
Page Number:29
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Human Resource Management
Licence (German):License LogoUrheberrechtlich geschützt