The impact of a strong global Employer Brand in the war for talent (PDF)

Inhaltsangabe:Introduction:
Defining the task:
Microsoft, Google, Cisco or the German E.ON-¿Führungsgesellschaften¿: each of them is a well-known company that not only stands for economic success but also for a specific image. Besides, all of them are companies that head the top 100 of the ¿Best Workplaces in Europe¿ in 2009. But, why are companies rewarded as a great place to work at and how do they manage it? Do they only convince with their products and services based on good marketing strategies?
In an era of globalisation and a continuous progress in science, technique and economy being competitive poses the most important challenge for a company¿s success. Of course, product and service quality or customer orientation are important factors but moreover, high qualified people performing in and leading these areas are indispensable. However, even though having an economic crisis actually, this resource is a scarce one and not easy to find. On the one hand, this is caused by a strong socio-demographic change that implicates declining birth rates and thus a rise of ageing workforce. On the other hand, for competing globally companies are demanded to be highly innovative. To expedite innovations and to deal with continuously accelerating progress and more complex technology, skilled workers are needed. Hence, on labour markets the demand for high potentials is increasing whereas the supply is decreasing. As more companies are aware of the possibility to profit from their workforce as a strategic advantage, competition for the best talents grows steadily and leads to a ¿war for talent¿. Due to the fact that these developments can be recognised all around the world the resource ¿human being¿ becomes incrementally essential. So, companies begin to look for potential specialists and executives not only on national but also on international labour markets. Besides investments in trainings, the further education of older employees and the cooperation with schools or universities, the creation of a strong employer brand may be important.
Speaking of buyer¿s markets employees decide for their individual employer-of- choice. For this purpose, they of course have to know the company and be convinced of the benefits working for it. Thus, to successfully attract and retain the best talent, marketing, brand management and especially a powerful employer brand may be imperative instruments for a company. The creation of a distinctive image and a credible, [...]