International Employer Brand Management: A Multilevel Analysis and Segmentation of Students' Preferences

International Employer Brand Management: A Multilevel Analysis and Segmentation of Students' Preferences

By: Lena Christiaans (author)Paperback

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Description

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.

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About Author

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.

Contents

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.

Product Details

  • publication date: 27/11/2012
  • ISBN13: 9783658004552
  • Format: Paperback
  • Number Of Pages: 283
  • ID: 9783658004552
  • weight: 374
  • ISBN10: 365800455X

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