Human Resource Management’s Marketing Approach and Its Contribution Towards Employee-Satisfaction

In times when organizations in Germany are confronted with a constant change-dynamic regarding their working conditions managers understand that human resources are an important driving factor for the overall company’s performance. The attractiveness of an organization towards potential and actual employees is therefore an issue which is of broad interest for general management as it plays an increasing role to reach company’s aims. Necessary for creating such an attractiveness as employer are the establishment of substantiated processes of acquiring and retaining employees. The objective of this paper is to assess whether the application of a company’s human resource management’s marketing approach has an impact on employee satisfaction. Concerning the research methods causal modelling and triangulation of research are used. Quantitative research is applied. Results show that the better a company’s human resource management’s marketing approach in terms of its quality and performance is, the higher is the employees’ perception about their employer’s organization as well as the overall employees’ satisfaction. Findings also reveal a significant positive relationship between a high quality of human resource management’s marketing approach and employee satisfaction. Furthermore, a positive relation between a high performance of human resource management’s marketing approach and the classification of a company’s brand awareness on the labor market as well as a company’s classification into an employer of choice is found. Thus, it can be concluded that human resource management’s marketing approach is a viable process in the realm of human resource management to steer a company’s success through a focus on employee satisfaction.