Employer Branding - Konzeption einer lebensphasenorientierten Employer Value Proposition für öffentlich-rechtliche Kreditinstitute auf Basis einer empirischen Untersuchung ausgewählter Kreditinstitute

This thesis examines the extent to which employer branding measures are already being implemented in public credit institutions for a successful employer positioning. The necessity of creating a successful employer positioning due to the importance of labor market policy and employer strategic relevance of innovative personnel marketing concepts is derived from a critical review of the literature. Basically, companies have recognized the added value of employer branding and are implementing appropriate measures in practice. However, there are two different opinions about employer branding: For some it is "lip service", for others it is a valuable opportunity to ensure the quality and quantity of staff and to promote a positive image internally and a strong employer brand externally.

The focus is achieved by closing the gap in scientific knowledge with regard to a successful employer positioning of companies of public-law credit institutions in Germany and employees and employers experiencing a successful life phase-oriented employer value proposition. Based on a qualitative method, interviews are carried out on the basis of a small selection of companies. A multi-stage analysis is carried out for a holistic approach to the investigation: students and employees for the perspective of the market participants and HR managers for the perspective of the company.

In addition, life phases and generations, lifelong learning and leadership in the context of an employer brand are critically discussed within the scientific literature and included in the focus of the work.

The aim of the work is to model an innovative concept for employer positioning for recruiting and retaining employees. In doing so, phases of life and the specific values of the generations should be taken into account in working life. These components could occupy a relevant position in the employer positioning and will therefore determine a substantial part in the research work.