International Employer Brand Management: A Multilevel Analysis and Segmentation of Students' Preferences
By: Lena Christiaans (author)Paperback
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The increasing globalization of business activities forces companies to recruit highly skilled employees all over the world. In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing to diverse target audiences. However, in the absence of research on international students' preferences for employer characteristics, it is difficult for multinational companies to decide on a feasible degree of employer brand standardization. Lena Christians investigates the impact of between-country differences, such as in national culture or economic wealth, on students' preferences in relation to individual differences of students within the same country. In combination with a segmentation of the European graduate market, the results provide readers with inside on which elements of the employer value proposition are suitable for standardization in which target groups.
Lena Christiaans obtained her doctorate at the Chair in Corporate Management at Universitat Hohenheim and currently works as a reputation manager in the Corporate Communications department of a DAX-30-company in Dusseldorf.
Introduction.- Theoretical Background and Literature Review.- Conceptual Framework and Deduction of Hypotheses.- Research Methodology and Data Basis.- Empirical Analysis and Hypothesis Testing.- Discussion of Empirical Findings.
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- ID: 9783658004552
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