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Employer Branding und Talent Relationship Management
Sandra Stadelmann
Employer Branding und Talent Relationship Management
Zukunftsweisende Ansätze für die Bindung und Gewinnung von Talenten - Studierende, Hochschulabsolventinnen und Hochschulabsolventen der Generation Y - in Zeiten des Talentemangels
Angehörige der „Generation Y“ sind top-ausgebildet, flexibel, anspruchsvoll – und rar gesät. Im „War for talents“ wird es daher entscheidend darauf ankommen, als Dienstgeber/Arbeitgeber in die Mindsets dieser High-Potentials zu gelangen und dort zu bleiben. Zwei geeignete Maßnahmen sind die Personalmanagementdisziplinen Employer Branding (EB) und Talent Relationship Management (TRM). Im Idealfall kombiniert. Überraschenderweise wird das Thema in der Fachliteratur aber noch immer stiefmütterlich behandelt bzw. sogar gänzlich ausgespart. Die vorliegende Arbeit schließt diese Lücke. Beantwortet werden vor allem die folgenden, dringlichen Fragen: Welche Megatrends begründen den Talentemangel? Welche Social-Media-Instrumente können die Bindung und Gewinnung von Talenten „Studierende, Hochschulabsolventinnen und Hochschulabsolventen der Generation Y“ im Rahmen des Employer Brandings und des Talent Relationship Managements unterstützen? Welche Parallelen bestehen zwischen Customer Relationship Management, Employer Branding und Talent Relationship Management? Wie kann die Verknüpfung von Employer Branding und Talent Relationship Management in Unternehmen umgesetzt werden, um Talente „Studierende, Hochschulabsolventinnen und Hochschulabsolventen der Generation Y“ zu binden und zu gewinnen? Die Antworten sind daher für die Praxis, beispielsweise für HR-Verantwortliche in klein-, mittelständischen und großen Betrieben, ebenso relevant wie für Vertreter aus Wissenschaft und Forschung.
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9783863761493
Merken
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