The most popular measures in the field of HR Marketing like Job and Image Advertising, HR Consultants, Corporate Culture, Applicant Relationship Management and Employer Branding in particular are evaluated with the four criteria costs, company size, target function and target group. The evaluation with four different parameters results from the fact, that each company has to find out which measures fit best to support the fulfilment of its individual HR targets. As there exists no common HR Marketing strategy which serves all kinds of companies.
Table of Contents
1 Introduction
2 Problem Definition
3 Objectives
4 Methodology
5 Main Part
5.1 Job Advertising and Image Advertising
5.2 HR Consultants and Agencies
5.3 HR Online Marketing Measures
5.4 Contact Management
5.5 Corporate Culture and Leadership Style
5.6 Applicant Relationship Management
5.7 Employer Branding
6 The key role of Employer Branding
6.1 The defining key issues of Employer Branding
6.2 The role of Employer Branding within the WEBASTO HR Marketing concept
6.3 Comparison of Employer Branding from a practical and theoretical perspective
7 Conclusion
Objectives and Core Topics
The primary objective of this work is to explore the individual benefits of various HR Marketing measures and provide a blend of theoretical knowledge and practical advice for companies seeking to establish their own Employer Branding. Furthermore, the assignment identifies common challenges organizations face when implementing an optimized HR Marketing concept and proposes effective solutions to overcome them.
- Evaluation of HR Marketing measures based on cost, company size, target function, and target group.
- Theoretical framework and process steps for developing a successful Employer Brand.
- Case study analysis of the German automotive supplier WEBASTO.
- Critical discussion on the alignment of HR Marketing theory with practical application.
- Analysis of the strategic importance of Employer Branding in the modern "war for talents".
Excerpt from the Book
5.1 Job Advertising and Image Advertising
One of the main targets of the HR department is certainly to fill an open job vacancy in a quick, cost-effective and successful way. Therefore Job Advertising is a very common HR Marketing measure, which can be posted and commmunicated on various media vehicles: daily newspapers, trade journals, radio stations or TV channels. The most options for Job Advertising are presented in the Internet. It is very common especially in terms of international job advertisements to use Online job exchanges for example: www.monster.com or www.jobscout24.de.
The costs for Job Advertising differ depending on the selected media vehicle: low cost job posting conditions are offered for local Job Advertsing, while job advertisements in strong and highly frequented online vehicles are very cost intensive. A single job posting for an open job position in the city of New York in the United States of America posted online on www.monster.com available for 30 days costs $ 395.00.
Regarding the criteria of company size, Job Advertising is a necessary and essential HR Marketing tool, marking the starting point of a classic recruitment process in a company.
The target function of Job Advertising is in the first case an acquisition function, this means to generate applications for the offered vacancy, ideally with several applicants all meeting the job requirements. In the second case Job Advertising also signalizes in some way the current economic situation of the company as the demand of new workforce is a signal that a company is running well or even beyond the expectations. The target group of an external Job Advertising is primarily external.
Chapter Summaries
1 Introduction: Discusses the shifting labor market and the necessity for companies to move beyond standard practices to attract talent through professional HR Marketing.
2 Problem Definition: Highlights the challenge of selecting appropriate HR Marketing measures and warns against equating Employer Branding solely with superficial corporate design.
3 Objectives: Outlines the goal of providing theoretical and practical guidance for establishing effective Employer Branding.
4 Methodology: Describes the approach of using Scholz's functional classification to evaluate HR Marketing measures and the structure of the subsequent case study.
5 Main Part: Provides a detailed evaluation of popular HR Marketing instruments, ranging from job advertising and online presence to corporate culture and leadership styles.
6 The key role of Employer Branding: Analyzes the process of creating an Employer Brand, uses WEBASTO as a practical reference case, and compares theory with practice.
7 Conclusion: Recommends a long-term, differentiation-focused approach to Employer Branding and emphasizes the importance of external HR consultancy to avoid internal myopia.
Keywords
HR Marketing, Employer Branding, Job Advertising, Image Advertising, Recruitment, Talent Management, Corporate Culture, Leadership Style, Applicant Relationship Management, WEBASTO, Strategic Management, HR Consultancy, Brand Positioning, Labor Market, Personnel Marketing.
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines the transition from traditional job advertising to integrated Employer Branding strategies within modern human resource management.
What are the central themes discussed in this assignment?
Key themes include the evaluation of various HR marketing tools, the critical importance of employer branding, the role of corporate culture, and the practical implementation of HR strategies.
What is the primary goal of the author?
The author aims to provide theoretical know-how combined with practical advice for companies to successfully develop and implement a sustainable Employer Brand.
Which scientific methodology is employed?
The paper utilizes a structured evaluation of HR measures based on the four criteria: costs, company size, target function, and target group, applying Scholz's functional classification.
What does the main part of the document cover?
It provides an in-depth analysis of specific HR instruments such as online marketing, contact management, leadership styles, and applicant relationship management.
Which keywords best characterize this work?
The primary keywords include HR Marketing, Employer Branding, Recruitment, Strategic Management, and Corporate Culture.
How is the company WEBASTO used in this study?
WEBASTO serves as a practical reference case study to illustrate how an automotive supplier organizes its "seven fields of action" within its HR Marketing concept.
What is the author's conclusion regarding the role of HR consultants?
The author concludes that cooperation with professional HR consultants is essential to avoid "business myopia" and to ensure a broader, more successful perspective on employer branding.
Why is the "first impression" emphasized in the context of applicant management?
The author stresses that in recruitment, as in general contact management, there is no second chance to make a first impression, making professional interaction from the start crucial.
- Quote paper
- Julia Wimmers (Author), 2009, HR Marketing From Job Advertising to Employer Branding, Munich, GRIN Verlag, https://www.grin.com/document/136499
