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Personalmarketing im Web 2.0
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ISBN10: 3656480850
ISBN13: 9783656480853
Publisher: Grin Verlag
Published: Aug 20 2013
Pages: 92
Weight: 0.29
Height: 0.22 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656480853
Publisher: Grin Verlag
Published: Aug 20 2013
Pages: 92
Weight: 0.29
Height: 0.22 Width: 5.83 Depth: 8.27
Language: German
Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,5, Fachhochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulstudienzentrum Duisburg (Hamburg), Sprache: Deutsch, Abstract: In dieser Arbeit werden die Kanäle des Web 2.0 beschrieben, die auf Grund ihrer Reichweite, Nutzerstruktur oder Ausrichtung aktuell für das Personalmarketing relevant sind. Die Zielsetzung besteht darin, die Möglichkeiten der strategischen Nutzung dieser Plattformen für das externe Personalmarketing darzustellen. Im Mittelpunkt stehen die Positionierung als Arbeitgeber (Employer Branding) und die nachhaltige Rekrutierung von Mitarbeitern (Social Media Recruiting). Die Ausführungen dieser Arbeit sind in sieben Kapitel gegliedert. Zur Beantwortung der Fragestellung werden im nachfolgenden Kapitel die zentralen Begrifflichkeiten des Themas erläutert und die ausgewählten Plattformen ausführlich vorgestellt. Das dritte Kapitel beschreibt den Einsatz des Web 2.0 im Personalmarketing und zeigt Voraussetzungen für die erfolgreiche Nutzung sowie mögliche Zielgruppen auf. Das vierte Kapitel beschäftigt sich mit Chancen und Risiken, die sich für Unternehmen aus der Nutzung sozialer Netzwerke ergeben. Im fünften Kapitel soll der Einsatz sozialer Netzwerke im Personalmarketing veranschaulicht werden. Die Deutsche Bahn AG verfolgt das Ziel, sich bis zum Jahr 2020 in Deutschland als Top-Arbeitgebermarke zu profilieren und dient daher als Praxisbeispiel. Die aus den vorhergehenden Ausführungen abgeleitete Handlungsempfehlung ist im sechsten Kapitel enthalten. Im siebten und letzten Kapitel folgt abschlie end das Fazit mit Ausblick.
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