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In this thesis, the following object was addressed: Is employee advocacy an influential component in the war for talents and customers? This thesis collaborates with the company Ambassify. Firstly, all relevant subjects and information regarding this topic were discussed in a literature review. Based on this, a research strategy was created, including all aspects necessary to answer the research question. In order to gather this data and then answer the research question a quantitative study, more precisely an online survey was conducted.
The initial situation of this Bachelor's thesis is the so-called "War for Talents" and the shortage of skilled workers in Germany. This leads to a changed situation in the labour market, where Generation Z is currently represented. By growing up under particular conditions, Generation Z is attributed specific characteristics and values. As a result, Generation Z's expectations and requirements of employers are changing. Companies should be aware of these requirements and react to them. Employer branding in companies is responsible for the employer image and the formation of a strong employer brand. Accordingly, the employer branding of a company is of great importance in order to convince young talents. This requires a target group-specific approach. Due to the change in media usage behaviour, this is done via social media. Therefore, the social media platform TikTok gives various opportunities.This offers enormous potential for advertising companies. Influencer marketing developed from social media, which offers numerous possibilities through the reach of the influencer and the trust of his/her community. In cooperation with a company, the influencer acts as the sender of an advertising message.
The question: "Is an influencer campaign on TikTok suitable for addressing Generation Z in a target group-specific way for employer branding?" is clarified on the basis of the German-wide influencer campaign on TikTok carried out by Mercedes-Benz Group AG. The aim of the influencer campaign is to draw the attention of pupils to an apprenticeship or dual studies at Mercedes-Benz Group AG and to lead interested candidates to the career website. The impact analysis carried out provided valuable insights: The previously forecasted KPIs of the influencer campaign were exceeded. In addition, there was a significant increase in the number of visitors to the career website. Thus, the TikTok platform is suitable for employer branding to address 18-24 year-olds. Influencer marketing is also valuable for employer branding. This is a very effective and authentic form of marketing.
The goal of the following paper is to examine if Corporate Architecture can be used as a tool for Employer Branding, as both concepts gained of importance over the last years, due to the war for talents. Therefore, specific aspects of each of the theories are focused on. The focus of Corporate Architecture lies on the interior design of offices, specifically in combination with the color association theory. This theory states, that colors are associated with specific values, things or emotions. The focus of Employer Branding is set on the values of cohesion and agility, as those are key characteristics of innovative teams and organizations.
Many companies are struggling with the decision of whether they should invest resources in the new app TikTok to communicate and develop their employer brand. Therefore, this thesis addresses, the question: Should German companies invest in TikTok as an employer branding tool? As this topic is not well researched yet, this work is based on individual opinions of HR professionals and opinions on the internet. There is no scientific verification of the accuracy of the statements made in this paper.
To answer this question, interviews with 14 German HR experts have been conducted. Afterwards, the interviews have been summarized and evaluated. The results show that the answer to the research question depends on several factors.
TikTok is considered as a suitable tool if the company’s DNA correspond to that of the application and if enough personal resources are available. Also, if the target group and their needs match the young audience and if the company has already gained experiences on social media. Furthermore, the uploaded content should be authentic and involve motivated representatives of the target group (age 16 to 24). The company must give those employees full support, trust and freedom. Nevertheless, they should also invest in their training and let them know what is desired. The content on TikTok should be informative, short, in the language of the audience and the company should act as an adviser. Employer branding content should be published infrequently and only once a community has been built. The app should be understood as an awareness channel and it should not be expected to bring many applicants immediately. Firms should weigh the positive and negative sides and use the above factors to decide whether TikTok fits their own company.
The success of TikTok can be explained, for example, due to the dopamine release when watching videos on social media and the complex algorithm behind the app, which filters only relevant videos for the individual preferences of each user. Moreover, other hormones such as adrenalin and oxytocin are released, as well. The variety of sounds available and the possibility to share the content with other social media platforms, could also lead to a high popularity of the app. The short videos are favorable for the short attention span of social media users and not often being interrupted by any comments or advertisements makes watching TikTok videos fun.
Over the past few decades, global economic circumstances lead to difficulties when attracting, retaining, and motivating staff. In these dynamic markets, HR departments are struggling with how to navigate among new techniques and generations. However, in recent years neuromarketing has gained popularity among managers due to resourceful insights applicable to various business areas. Drawing on an investigation, this study examines how the implications gained from neuromarketing can be used to conduct an employer branding strategy and if neuromarketing methods can be a useful tool for the HR department. Analyzing distinct advantages of neuroscience by applying techniques that allow examining essential elements of the employer branding, leads to the detection of challenges and limits within the employer branding management and suggest a new perspective. Considering the literature gap, the methodology to assess whether there are implications of neuromarketing on employer branding will be derived from product branding. This study will first investigate the comparability of product and employer branding and then examine the extent to which neuromarketing methods can complement supplant the employer branding strategies. Finally, the results show the moderate relevance of neuromarketing on employer branding.