It is indisputable that brands influence operating results as well as the reputation of a firm. Some statements even consider a brand as one of the most valuable assets of a company.
The relation between the brand and the consumer can be considered as a pact. The customer is loyal and trustful while the brand guarantees a consistent quality and pricing. What is questionable is whether a brand has the same effect on current and potential employees. Hence the question is: Does a brand also influence the employer attractiveness?
Improving or even creating a brand’s value requires a variety of both expensive and risky actions. This is one of the reasons many companies may under invest in that area. From the business point of view, the threat of spending money on measures which do not have a relevant effect on the business bears no relation to the few benefits to be expected. Thus, especially for SMEs, it is essential to know if investments to increase the brand value can be beneficial for a company’s recruitment.
Practice shows that the market activity of a company does influence the image also as an employer. Good examples are BMW and Porsche whose employer brand also benefits from the success of their businesses.
The knowledge about a correlation between the brand value and the attractiveness as an employer can be of big advantage for companies that do not maintain a valuable brand. They would get a chance to change their mindset concerning the investments in creating brand value in order to attract high quality human capital and benefit from other advantages a known brand brings in.
Table of Contents
1. Introduction
1.1 Problem Description
1.2 Objectives
1.3 Methodology
1.4 Research Relevance
1.5 Structure of the Work
2. The Capital Facet of Human Resources
2.1 Properties of Human Capital
2.2 Measuring Human Capital
2.2.1 Classical Methods
2.2.1.1 Market-Based Valuation
2.2.1.2 Result-based Valuation
2.2.1.3 Company Equity Valuation
2.2.2 Indicator-based Methods
2.2.2.1 Scandia Navigator
2.2.2.2 Human Capital Value Drivers
2.2.2.3 Balanced Scorecard
3. Parameters & Variables of Motivational Drivers
3.1 Intrinsic Motivation
3.2 Extrinsic Motivation
3.3 Content Theory
3.3.1 Maslow – Hierarchy of Human Needs
3.3.2 Alderfer – ERG Theory
3.3.3 Herzberg – Two-Factor Theory
3.3.4 McClelland – Achievement Motivation
3.4 Process Theory
3.4.1 Adams – Equity Theory
3.4.2 Vroom – VIE Theory
4. Assessing Brand Value
4.1 Properties of Brand Value
4.2 Measuring Brand Value
4.2.1 Financial Models
4.2.1.1 Economic-use approaches
4.2.1.2 Cost-based approaches
4.2.1.3 Marked-based approach
4.2.2 Behavior-related Models
4.2.3 Indicator Models
5. Derivation of Framework for Practical Application
5.1 Criteria of Motivation and Value of Brands
5.1.1 Selecting Motivational Factors
5.1.2 Selecting Brand Value Approach
5.2 Correlation of Brand Value and Motivation Theories
6. Assessing Theoretical approach in Practice
6.1 Investigation of Correlation of Brand Value and Employer Attractiveness
6.2 Examination of the Brand as a Motivational Factor at Work
6.3 Interpretation of the Results
7. Conclusion and Future Research Direction
7.1 Target Achievement
7.2 Prospects & Outlook
Objectives and Research Focus
The primary objective of this thesis is to investigate whether a correlation exists between the brand value of a company and its attractiveness as an employer, thereby identifying qualitative indicators for how brand perception influences potential job applicants.
- The role of human capital as a strategic corporate asset
- Theoretical foundations of motivation (content and process theories)
- Methods for measuring human capital and brand value
- The concept of employer branding in the context of organizational strategy
- Practical analysis of brand perception and application motivation
Extract from the Book
1.1 Problem Description
It is indisputable that brands influence operating results as well as the reputation of a firm. Some statements even consider a brand as one of the most valuable assets of a company.
The relation between the brand and the consumer can be considered as a pact. The customer is loyal and trustful while the brand guarantees a consistent quality and pricing. What is questionable is whether a brand has the same effect on current and potential employees. Hence the question is: Does a brand also influence the employer attractiveness?
Improving or even creating a brand’s value requires a variety of both expensive and risky actions. This is one of the reasons many companies may under invest in that area. From the business point of view, the threat of spending money on measures which do not have a relevant effect on the business bears no relation to the few benefits to be expected. Thus, especially for SMEs, it is essential to know if investments to increase the brand value can be beneficial for a company’s recruitment.
Summary of Chapters
1. Introduction: Outlines the research problem, objectives, methodology, and the relevance of exploring the nexus between brand value and employer attractiveness.
2. The Capital Facet of Human Resources: Defines human capital and provides an overview of various classical and indicator-based methods to value workforce contributions.
3. Parameters & Variables of Motivational Drivers: Explores key motivational theories, including Maslow’s needs hierarchy, Herzberg’s two-factor theory, and process theories like Vroom’s VIE.
4. Assessing Brand Value: Discusses definitions of brands and details financial, behavior-related, and indicator models used for brand valuation.
5. Derivation of Framework for Practical Application: Connects motivation theories with brand value approaches to build a framework for employer branding.
6. Assessing Theoretical approach in Practice: Examines empirical data through rankings and recruitment analysis to determine correlations between brand and employer attractiveness.
7. Conclusion and Future Research Direction: Summarizes the findings, evaluates target achievement, and highlights potential for future research in employer branding.
Keywords
Human Capital, Brand Value, Employer Branding, Employee Motivation, Recruitment, Brand Equity, Organizational Commitment, Herzberg, Maslow, Talent Management, Strategic HRM, Brand Image, Employer Attractiveness, Motivational Drivers, Personnel Management.
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on the intersection of marketing and human resources, specifically analyzing whether a company's brand value significantly influences its ability to attract high-quality human capital.
What are the central thematic fields addressed?
The study synthesizes three main pillars: Human Capital Management (valuation of workforce), Motivation Theory (understanding applicant drivers), and Brand Management (valuation and identity).
What is the primary research question?
The core question is: "In what ways does the value of a company brand influence the attraction of human capital?" and the subordinate question: "What are the main motives of an applicant when applying for a position?"
Which scientific methodologies were employed?
The thesis utilizes descriptive methods (literature review), deductions based on theoretical frameworks, and qualitative empirical research involving secondary data (rankings) and primary recruitment system data analysis via pattern matching.
What does the main body cover?
The main part builds a theoretical foundation for human capital and brand valuation, selects motivational factors relevant to current applicants, and validates these concepts through comparative analysis of brand and employer rankings.
Which keywords define this research?
Key terms include Human Capital, Employer Branding, Brand Value, Motivational Drivers, and Talent Management.
How does the author define Human Capital compared to traditional HR?
The author argues that while traditional HR focuses on transactional support and costs, Human Capital (HC) emphasizes strategic value creation, performance measurement, and treating the workforce as a sustainable asset.
What role does the "Recruitment data from Henkel" play?
The author analyzes actual recruitment data from Henkel AG & Co. KGaA using pattern matching to determine if brand-related keywords appear frequently in applicants' motivations, providing a practical indicator for the impact of the company brand.
- Citar trabajo
- Sebastian Theis (Autor), 2010, Attracting High Quality Human Capital by the Value of a Company Brand, Múnich, GRIN Verlag, https://www.grin.com/document/154020
