Author : Lena Christiaans
Release : 2012-11-28
Genre : Business & Economics
Kind : eBook
Book Rating : 568/5 ( reviews)
Book Synopsis International Employer Brand Management by : Lena Christiaans
Download or read book International Employer Brand Management written by Lena Christiaans. This book was released on 2012-11-28. Available in PDF, EPUB and Kindle. Book excerpt: The increasing globalization of business activities forces companies to recruit highly skilled employees all over the world. In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing to diverse target audiences. However, in the absence of research on international students' preferences for employer characteristics, it is difficult for multinational companies to decide on a feasible degree of employer brand standardization. Lena Christians investigates the impact of between-country differences, such as in national culture or economic wealth, on students' preferences in relation to individual differences of students within the same country. In combination with a segmentation of the European graduate market, the results provide readers with inside on which elements of the employer value proposition are suitable for standardization in which target groups.