» 07.07.2010, 18:05

Employer Branding Ausgaben steigen, werden aber schlecht genutzt

Das zeigt sich auch im Budget: Laut der heute erschienenen Studie „Arbeitgeber Attraktivität – Employer Branding und Talent Supply 2010“ der Personalberatung Hewitt Associates verfügt jedes zweite befragte Unternehmen bereits über ein spezielles Employer Branding Budget. 76 Prozent der Befragten gaben zudem an, dass es sich gegenüber 2008 erhöht habe. Diese Budgets schwanken allerdings enorm und bewegen sich zwischen 20.000 und 300.000 Euro.

Nun sagt das freilich noch relativ wenig über die Verwendung aus. Und so kommt die Studie denn auch zu dem Schluss, dass den Unternehmen häufig eine klare Strategie fehlt. Aktuell nutzen etwa 93 Prozent der 20- bis 24-Jährigen regelmäßig soziale Netzwerke, aber nur 13 Prozent der befragten Unternehmen sagten, hierbei neueste Technologien einzusetzen. Damit bleibt der Einsatz von Social Media für Employer Branding weit hinter seinen Möglichkeiten zurück. „Die Unternehmen agieren wenig konsequent, um die Arbeitgebermarke zu stärken“, resümiert Hewitt-Expertin Cornelia Schättle. Gerade einmal die Hälfte der Unternehmen aktualisiere regelmäßig ihre Karriere-Webseite und setze auf gezieltes Personalmarketing. Fast drei Viertel messen nicht einmal die Effizienz ihrer Employer-Branding-Ausgaben. Fatal! Denn Social Media „bietet ein hervorragendes und kosteneffizientes Werkzeug, um Talente ausfindig zu machen und gezielt anzusprechen“, wundert sich Cornelia Schättle.

» 07.07.2010, 18:05

    290 Kommentare zu “Employer Branding Ausgaben steigen, werden aber schlecht genutzt”


  1. R.Feltrini sagt:

    Manche Unternehmen könnten im Kleinen anfangen, und ihren Markeninhalt als sorgsamer Arbeitgeber stärken durch:
    1. zügige Bearbeitung von Bewerbungen, drei Monate Bearbeitungszeit sind keine Seltenheit, schaden aber dem Markenimage
    2. kongruente Kontakte, d.h der in der Anzeige genannte Ansprechpartner beantwortet die Bewerbung
    3. Pflege der eigenen Stellenmärkte durch Löschen besetzter Stellen, spart sogar Arbeit, weil keine überflüssigen Bewerbungen bearbeitet werden müssen
    4. Nennen von Ross und Reiter beim Einschalten von Personaldienstleistern, oder was halten Sie von einem Unternehmen, bei dem Bewerbungen, die an den HR-Manager gesandt werden sollen, anschließend von einem Junior-Assistant eines Personaldienstleisters beantwortet werden?

  2. Bewerber sagt:

    Es gibt ja Firmen, teils auch sehr große und bekannte, die ihre Bewerber am liebsten nur noch über spezielle Internetseiten einsammeln. Der Aufwand diese auszufüllen nimmt meist mehrere Stunden in Anspruch. Im Bewusstsein hier in heftiger Konkurrenz mit einer Vielzahl von Bewerbern zu stehen und dafür Stunden opfern zu müssen verzichte ich lieber auf solche Bewerbungen. Der Aufwand steht in keinem Verhältnis zu Wahrscheinlichkeit hierdurch tatsächlich einen Arbeitsplatz zu erhalten. Schlimmer noch, Bewerber die sich auf ein derartiges Spiel einlassen, würde ich selbst niemals einstellen, da sie offenbar zu keiner realistischen Kosten (Aufwand)/Nutzen- Abwägung imstande sind und eher auf das Prinzip Glück hoffen. Bei Lichte besehen also wahrlich keine Leute die als Mitarbeiter in einem modernen Unternehmen zumal mit flachen Hierarchien taugen.

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