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Auswahl und Gestaltung von Personalmarketingmethoden

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Personalmarketing, Employer Branding und Mitarbeiterbindung

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Zusammenfassung

Die Methoden, mit denen sich ein Arbeitgeber auf dem Markt der potenziellen Bewerber präsentiert, sind sehr vielfältig. Sie beziehen sich zum einen auf Menschen, die bereits im Unternehmen arbeiten und zu einer Bewerbung auf eine andere Stelle bewegt werden sollen. Zum anderen geht es um Personen, die auf dem freien Arbeitsmarkt anzutreffen sind. Elf Methoden des Personalmarketings werden in Kapitel 5 dargestellt: Ansprache von Vorgesetzten, um hausintern gute Kandidaten zu finden, direkte Ansprache von (ehemaligen) Mitarbeitern, die geeignet erscheinen, Praktika für Schüler und Studierende, gezielte Anwerbung von Bekannten der Mitarbeiter, Abwerbung von Mitarbeitern anderer Unternehmen (Headhunting), Schaltung von Stellenanzeigen in Print- und Online-Medien, Einsatz von Stellenanzeigen, bei denen der Arbeitgeber anonym bleibt, Anwerbung und automatisierte Vorauswahl von Kandidaten über Online-Bewerbungsformulare (E-Recruitment), Rekrutierungsveranstaltungen, Maßnahmen an (Hoch-)Schulen sowie die Ansprache von unterrepräsentierten Zielgruppen.

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  1. Wirtschafts- und Sozialwissenschaften, Hochschule Osnabrück, Osnabrück, Niedersachsen, Deutschland

    Uwe Peter Kanning

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Kanning, U.P. (2017). Auswahl und Gestaltung von Personalmarketingmethoden. In: Personalmarketing, Employer Branding und Mitarbeiterbindung. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-50375-1_5

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