Advanced Search
MyIDEAS: Login

Implikationen neuroökonomischer Erkenntnisse für das Employer Branding

Contents:

Author Info

  • Bach, Norbert
  • Sterner, Madlen

Abstract

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.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://econstor.eu/bitstream/10419/55710/1/664086942.pdf
Download Restriction: no

Bibliographic Info

as in new window
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

Contact details of provider:
Postal: 98693 Ilmenau, Helmholtzplatz 3
Phone: (0049) (0)3677 69 4001
Fax: (0049) (0)3677 69 4200
Web page: http://www.tu-ilmenau.de/bw/
More information through EDIRC

Related research

Keywords:

References

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
as in new window
  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.
Full references (including those not matched with items on IDEAS)

Citations

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:zbw:tuisbw:52011. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (ZBW - German National Library of Economics).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.