"Dimensions of Employer Brands"

Transcription

1 "Dimensions of Employer Brands" Inauguraldissertation zur Erlangung des akademischen Grades doctor rerum politicarum" ( Dr. rer. pol.") der Fakultät Sozial- und Wirtschaftswissenschaften der Otto-Friedrich-Universität Bamberg Eingereicht von Dipl.Volksw. Isabelle Hillebrandt Genehmigt im August 2013 auf Antrag von Prof. Dr. Björn Ivens Erstgutachter: Prof. Dr. Björn S. Ivens, Otto-Friedrich-Universität Bamberg Zweitgutachterin: Prof. Dr. Maike Andresen, Otto-Friedrich-Universität Bamberg Drittgutachter: Prof. Dr. Markus Beinert, Hochschule Weihenstephan-Triesdorf Datum der Disputation:

2 IV Tables Abbreviations IX XI 1. Introduction Academic relevance of employer branding Managerial relevance of employer branding Research objective of the thesis Epistemological position Structure of the thesis Theoretical foundations of employer branding The concept of employer branding Theoretical underpinnings of brand research The marketing perspective Corporate branding Employer branding Definitions Employer branding process Positive outcomes of employer branding activities Employer marketing Brand equity and employer brand equity Employer rankings and employer evaluation Websites Internal branding and internal marketing The human resource perspective Strategie human resource management Human resource management Differentiation of employer branding from SHRM and HRM Human resource marketing Summary Theories for Strategie business planning Market-based view 61

3 V Market orientation Market-drivcn and market driving organizations Resource-based view Foundations Resource-based view and marketing Resource-based view and human resource management Resource-based view and employer branding Competence-based view Megatrends: Challenges faced by human resource management Demographic changes Value changes Technological innovations Globalization Energy and resource orientation Review of selected employer branding literature Conclusion An empirical data analysis of contents in job advertisements Literature review Rccruitment messages research Theoretical foundations Job market signaling Person-organization fit Psychologieal contract Employer attractiveness and organizational characteristics Industry affiliation Organizational size Summary Research objective Empirical data analysis Research design Evaluation form Data collection 134

4 VI Data sample Data analysis Exploratory Factor analysis ANOVA MANOVA Research results: Analysis ofjob advertisements Exploratory Factor analysis Analysis of variance First Factor. Recognition and development Second Factor: Quality and reputation Third Factor: Social and ecological engagement Fourth Factor: Tasks Fifth Factor: Benefits Factor results Summaiy: Analysis ofjob advertisements Discussion Theoretical implications Managerial implications Limitations and directions of future rescarch Conclusion Employer value model: A qualitative data analysis of expert Interviews with marketing and human resources executives Literature review Research objective Qualitative data analysis Research design Guideline questionnaire Intervievvec sample Interview procedure Data analysis Categorization Abstraction 178

5 VII Comparison Integration Research results: Employer value model Work-related attributes Group 1: Work attributes Group 2: Development opportunities Group 3: Employee benefits Company-related attributes Group 4: Organizational traits Group 5: Organizational spirit Work- and company-related attributes Summary: Employer value model Diseussion Theoretical implications Managerial implications Limitations and directions of future research Conclusion Development of an employer brand measurement scale Literature review Instrumental employer characteristics Symbolic employer characteristics Research objective Measurement model specification Single versus multi-item measurement Reflective versus formative measurement models Theoretical considerations Empirical considerations Confirmatory factor analysis Chi-square test RMSEA CF Reliability and validity 245

6 VIII Summary: Measurement model specification C-OAR-SE procedure for scale development Construct definition (C) Object Classification (O) Attribute Classification (A) Rater entity (R) Common method variance Construct validity C-OAR-SE procedure: First part Summary Empirical data analysis C-OAR-SE procedure for scale development (continued) Scale formation (S) Enumeration (E) First stage: Scale purification Second stage: Scale Validation Third stage: Nomological scale Validation C-OAR-SE procedure: Second part Research results: Employer brand measurement scale Summary: Employer brand measurement scale Discussion Theoretical implications Managerial implications Limitations and directions of future research Conclusion Summary and outlook Research summary Academic research contribution Managerial research contribution Limitations and future research directions 309 References 313