LEADER 03655nam 2200601 a 450 001 9910438074503321 005 20200520144314.0 010 $a1-283-90939-1 010 $a3-658-00456-8 024 7 $a10.1007/978-3-658-00456-9 035 $a(CKB)2670000000309182 035 $a(EBL)1082998 035 $a(OCoLC)821611540 035 $a(SSID)ssj0000811168 035 $a(PQKBManifestationID)11510748 035 $a(PQKBTitleCode)TC0000811168 035 $a(PQKBWorkID)10846913 035 $a(PQKB)11446936 035 $a(DE-He213)978-3-658-00456-9 035 $a(MiAaPQ)EBC1082998 035 $a(PPN)168330733 035 $a(EXLCZ)992670000000309182 100 $a20121101d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aInternational employer brand management $ea multilevel analysis and segmentation of students' preferences /$fLena Christiaans ; foreword by Marion Buttgen 205 $a1st ed. 2013. 210 $aWiesbaden $cSpringer Gabler$dc2013 215 $a1 online resource (274 p.) 300 $aDescription based upon print version of record. 311 $a3-658-00455-X 320 $aIncludes bibliographical references. 327 $aIntroduction -- 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. 330 $aThe 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 Christiaans investigates the impact of between-country differences, e.g. differences in national culture or economic wealth, on students? preferences in relation to the effects of within-country differences in individuals? characteristics. Combined with a segmentation of the European graduate market, the results provide readers with insight into the development of employer value propositions for business and engineering target groups. Contents - Core Concepts of Employer Branding - Contributions from Cross-Cultural Research - Employer Branding Strategy - Multilevel Analysis  Target Groups - Researchers and students in the fields of employer branding, corporate branding, management, marketing, communications - Managers and experts with focus on employer branding, HR marketing, HR, corporate communications  About the Author Lena Christiaans obtained her doctorate at the Chair in Corporate Management at Universität Hohenheim and currently works as a reputation manager in the Corporate Communications department of a DAX-30-company in Dusseldorf. 606 $aInternational business enterprises$xEmployees 606 $aBranding (Marketing) 606 $aEmployees$xRecruiting 615 0$aInternational business enterprises$xEmployees. 615 0$aBranding (Marketing) 615 0$aEmployees$xRecruiting. 676 $a658.3111 700 $aChristiaans$b Lena$01064180 701 $aButtgen$b Marion$01752485 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910438074503321 996 $aInternational employer brand management$94187804 997 $aUNINA