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Implikationen neuroökonomischer Erkenntnisse für das Employer Branding


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  • Bach, Norbert
  • Sterner, Madlen


Aufgrund des demografischen Wandels stehen Arbeitgeber vor neuen Herausforderungen bei der Anwerbung von Fach- und Führungskräften. Employer Branding dient dabei der Differenzierung des Arbeitgebers, der Präferenzbildung des Bewerbers und der Emotionalisierung der Wahlentscheidung. Neuroökonomische Studien haben zum Teil altbewährte Konzepte des Marketings widerlegt. Der vorliegende Beitrag zeigt aus empirischen Befunden des Neuromarketing resultierende Konsequenzen für das Employer Branding auf. Anhand einer systematischen Prüfung der Verallgemeinerbarkeit der Studienergebnisse auf Employer Branding wird gezeigt, dass die Employee Value Proposition nicht als Markenpersönlichkeit, sondern eher objektbezogen formuliert werden sollte. Ferner wird aufgezeigt, dass Framing- und Priming-Maßnahmen aufgrund von Selbstreflexionsprozessen bei der Arbeitgeberwahl zu keiner eindeutigen Wirkung führen können. Gleichzeitig implizieren neurologisch belegte First-Choice Effekte, dass die Employer Brand möglichst als Secondary Inducer für Somatic Marker Zustände verankert werden sollte. Verläuft die Arbeitgeberwahl als rationaler Abwägungsprozess, implizieren neurologische Erkenntnisse eine Moderatorwirkung der Arbeitgebermarke. -- Demographic change brings about new challenges when recruiting skilled labour. Employer branding sharpens preferences, differentiates the potential employer from other firms, and emotionalizes employees’ choice. Neuroeconomic studies have shed new light on concepts taken for granted in brand management. The empirical results also imply new insights for employer branding. This paper contents that after neuroscientific falsification of the brand personality concept a firm’s employee value proposition should be stated as an object-like concept. Because of self-reflection processes triggered by brand stimuli priming and framing with respect to the employer brand will not bring about delimitable effects. Neurologic evidence for first-choice effects implies that firms should establish their employer brand as a secondary inducer for somatic markers. Finally, neuroeconomic studies suggest a moderating effect of the employer brand in rational decision making.

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Bibliographic Info

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This book is provided by Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre in its series Ilmenauer Schriften zur Betriebswirtschaftslehre with number 52011 and published in 2011.

Volume: 5/2011
Handle: RePEc:zbw:tuisbw:52011

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  1. Dr. Peter Kenning & Hilke Plassmann, 2004. "NeuroEconomics," Experimental 0412005, EconWPA.
  2. Carolyn Yoon & Angela H. Gutchess & Fred Feinberg & Thad A. Polk, 2006. "A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments," Journal of Consumer Research, University of Chicago Press, vol. 33(1), pages 31-40, 06.
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