Wissenschaft und Forschung an der HdM

Abschlussarbeit

Die Bedeutung der Employer Brand für die Mitarbeiterbindung

Eine empirische Untersuchung des Einflusses der Employer Brand und ihrer Erfolgsdimensionen auf das affektive Commitment von Mitarbeitenden

This study aims to examine the significance of the employer brand and the individual success dimensions involved in its formation for the retention of employees. To illustrate employee retention, the focus is on organizational affective commitment; the employer brand is illustrated by the model of brand strength of an employer brand, which includes both affective and cognitive success dimensions. The aim of this study is to gain insights which success dimensions can be focused on in the creation and management of an employer brand in order to increase the affective commitment of the employees. To fulfill the objective of the thesis, the following research questions are raised: What influence do the brand strength of an employer brand as a whole as well as its individual success dimensions have on the affective commitment of employees and how important are the influences of the success dimensions in comparison to each other? To answer these research questions, a quantitative survey was conducted among employees from German-speaking countries. The questionnaire asked the participants to rate the individual success dimensions of the employer brand and the extent of their affective commitment. The results of the empirical analysis show that the four success dimensions of sympathy, identification, trust and competitive strength of an employer brand individually enable the positive influence of affective commitment but are limited in their strength. Instead, the central finding of this study is that the interaction of all six success dimensions examined in this study is the best way to positively influence the affective commitment of employees, and that the affective success dimensions as a whole are able to influence affective commitment significantly more strongly than the cognitive success dimensions. This suggests that, in order to efficiently and successfully increase the affective commitment of their employees, companies can first focus on addressing and improving the affective success dimensions of their employer brand and, if necessary, subsequently supplement this with the cognitive success dimensions in order to build up a strong employer brand in the long term through the combined influence of all success dimensions so that they can successfully retain their employees. The study offers areas for further research projects in the field of employer brand and organizational commitment based on the model of the brand strength of an employer brand.

 

Keywords: employer brand, employee retention, affective commitment, organizational

commitment, employer brand strength

---

Autoren: Weißhaupt, Michael / Schadt, Sandra
Seiten: 90

---

---

Weiterführende Links:
['[', '[']

Autoren

Eingetragen von

Mehr zu diesem Autor