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Personalmarketing als Schlüssel zur Gewinnung, Bindung und Wiedergewinnung von Mitarbeitern

In: Handbuch Strategisches Personalmanagement

Author

Listed:
  • Manfred Kirchgeorg
  • Jenny Müller

Abstract

Zusammenfassung Seit den 1980er Jahren werden Konzepte des Personalmarketing in Wissenschaft und Praxis diskutiert und praktiziert. Anknüpfend am „Generic Concept of Marketing“ (Kotler 1972, S. 48 f.) werden die aus dem klassischen Konsumgütermarketing bekannten Theorien, Konzepte und Instrumente auf Fragestellungen des Personalbereichs übertragen. Dabei bildet die Analyse der Bedürfnisse potenzieller, aktueller und ehemaliger Arbeitnehmer den Ausgangspunkt der Überlegungen. Nach Stock-Homburg ist das Personalmarketing dem Mitarbeiterflusssystem als Teilbereich des Personalmanagement zuzuordnen (Stock-Homburg 2010, S. 99 ff.).

Suggested Citation

  • Manfred Kirchgeorg & Jenny Müller, 2011. "Personalmarketing als Schlüssel zur Gewinnung, Bindung und Wiedergewinnung von Mitarbeitern," Springer Books, in: Ruth Stock-Homburg & Birgitta Wolff (ed.), Handbuch Strategisches Personalmanagement, chapter 4, pages 63-81, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6549-3_4
    DOI: 10.1007/978-3-8349-6549-3_4
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