Importance, Approaches and Organizational Framework of Employer and Behavioral Branding within Companies: Results of an Exploratory Empirical Study

Bedeutung, Ansaetze und organisatorische Verankerungen von Employer und Behavioral Branding in Unternehmen: Eine explorative empirische Untersuchung

Regine Kalka () and Dorothee Lux
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Regine Kalka: Department of Economics of the Duesseldorf University of Applied Sciences
Dorothee Lux: Department of Economics of the Duesseldorf University of Applied Sciences

Duesseldorf Working Papers in Applied Management and Economics from Duesseldorf University of Applied Sciences

Abstract: The company’s success depends much on the employees contribute. But finding the right employees and tie them to the company over a long period is not easy. The competition on the job market becomes harder and harder. Also the conceptions concerning the ideal employer are becoming much more defined. In theory employer branding takes part. It is a concept of building an employer brand to find the best employee out of the fitting ones and to tie those best employees to the company. Employer branding does not end with recruiting. It is also taking place in-house after joining the company. At this point the behavioral branding instruments also take place. An interface between employer and behavioral branding, which both focus on the employee occurs. Nowadays there is no profoundly examination of “the framework of employer and behavioral branding in former literature. The two approaches are proofed on their importance and concept approach in practice within an empirical study. Although the results cannot be seen statistically representative, tendencies and trends are obvious. One conclusion of the exploratory empirical study is that employer branding attaches great importance in practice. 29 % of the companies that had been interviewed do not use employer branding. But employer branding takes place in three-fourths of all companies. 94 % of all probands say that this topic is important or very important to their company. But behavioral branding is not implemented in more than the half of all companies. 12 of 161 probands didn’t know the concept of behavioral branding. Behavioral branding and the cooperation of both concepts aren’t getting the appropriate acceptation according to theory.

Keywords: Human Resource Management; Employer Branding; Brand Management; Behavioral Branding; Markenmanagement; Personalmanagement (search for similar items in EconPapers)
JEL-codes: M50 (search for similar items in EconPapers)
Pages: 40 pages
Date: 2011-03
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Published in Forschungsberichte des Fachbereichs Wirtschaft der Fachhochschule Duesseldorf ; 2011, 18 ; ISSN 1866-2722

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