IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this paper

Importance, Approaches and Organizational Framework of Employer and Behavioral Branding within Companies: Results of an Exploratory Empirical Study
[Bedeutung, Ansaetze und organisatorische Verankerungen von Employer und Behavioral Branding in Unternehmen: Eine explorative empirische Untersuchung]

Listed author(s):
  • Regine Kalka


    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Dorothee Lux

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Registered author(s):

    The company’s success depends much on the employees contribute. But finding the right employees and tie them to the company over a long period is not easy. The competition on the job market becomes harder and harder. Also the conceptions concerning the ideal employer are becoming much more defined. In theory employer branding takes part. It is a concept of building an employer brand to find the best employee out of the fitting ones and to tie those best employees to the company. Employer branding does not end with recruiting. It is also taking place in-house after joining the company. At this point the behavioral branding instruments also take place. An interface between employer and behavioral branding, which both focus on the employee occurs. Nowadays there is no profoundly examination of “the framework of employer and behavioral branding in former literature. The two approaches are proofed on their importance and concept approach in practice within an empirical study. Although the results cannot be seen statistically representative, tendencies and trends are obvious. One conclusion of the exploratory empirical study is that employer branding attaches great importance in practice. 29 % of the companies that had been interviewed do not use employer branding. But employer branding takes place in three-fourths of all companies. 94 % of all probands say that this topic is important or very important to their company. But behavioral branding is not implemented in more than the half of all companies. 12 of 161 probands didn’t know the concept of behavioral branding. Behavioral branding and the cooperation of both concepts aren’t getting the appropriate acceptation according to theory.

    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:
    Download Restriction: no

    Paper provided by Duesseldorf University of Applied Sciences in its series Duesseldorf Working Papers in Applied Management and Economics with number fobe18.

    in new window

    Length: 40 pages
    Date of creation: Mar 2011
    Publication status: Published in Forschungsberichte des Fachbereichs Wirtschaft der Fachhochschule Duesseldorf ; 2011, 18 ; ISSN 1866-2722
    Handle: RePEc:ddf:wpaper:fobe18
    Contact details of provider:

    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.:

    in new window

    1. Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
    Full references (including those not matched with items on IDEAS)

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

    When requesting a correction, please mention this item's handle: RePEc:ddf:wpaper:fobe18. 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: (Stefanie Soehnitz)

    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.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.