Employer Branding and Talent Relationship Management

Members of "Generation Y" are highly educated, flexible, demanding - and few and far between. In the "war for talents" it will therefore be crucial as an employer to get into the mindsets of these high potentials and to stay there. Two suitable measures are the HR management disciplines of Employer Branding (EB) and Talent Relationship Management (TRM). Ideally combined. Surprisingly, the topic is still neglected or even completely ignored in the specialist literature. The present work closes this gap. Above all, the following urgent questions are answered:

• Which megatrends are causing the talent shortage?
• Which social media tools can support the retention and acquisition of talent "students, university graduates of Generation Y" in the context of employer branding and talent relationship management?
• What are the parallels between customer relationship management, employer branding and talent relationship management?
• How can the linking of employer branding and talent relationship management be implemented in companies in order to retain and attract talented "students and university graduates of Generation Y"?

The answers are therefore just as relevant for practice, for example for HR managers in small, medium-sized and large companies, as for representatives from science and research.

Details

• Title: Employer Branding and Talent Relationship Management
• Subtitle: Forward-looking approaches to retaining and attracting talent - students and graduates of Generation Y - in times of talent shortage
• Author: Sandra Stadelmann
• Edition: 1st edition
• Grade: 1.0
• Published: 1st edition 19.10.2016
• Subject: Economics
• Product Type: Book (Hardcover)
• Product type: Master's thesis
• Language: German
• Binding: Softcover (paperback)
• Dimensions: 21.0 x 14.8 cm (DIN A5)
• Scope: 144 pages
• Condition: New (wrapped in foil)
• Keywords: CRM, Customer Relationship Management, EB, Employer Branding, Headhunter, Graduates, Human Resource, Recruitment, Recruiting, Talent Shortage, Talent Relationship, Talent Relationship Management, TRM

Table of Contents

1 Introduction
1.1 Problem
1.2 Objectives and research questions
1.3 Defining and delimiting the topic
1.4 Structure of the thesis
1.5 Relevance of the choice of topic for the academic Community
1.6 Introduction to the topic
1.6.1 Megatrends
1.6.2 Human Resource Trends
1.7 Effects of megatrends on human resource management

2 Customer Relationship Management
2.1 Basics and terminology of Customer Relationship Management
2.1.1 Holistic Customer Relationship Management
2.1.2 The Customer Relationship Management Process2.1.3 Requirements and success factors of customer relationship management
2.2 Interim conclusion

3 Employer branding
3.1 Basics and terminology of employer branding
3.2 Factors influencing employer branding
3.2.1 Influencing factors external to the company
3.2.2 Influencing factors internal to the company
3.3 Employer attractiveness
3.4 Employer branding strategy
3.5 Interim conclusion

4 Development and establishment of an employer brand (employer brand)
4.1 The employer brand
4.2 The employer branding process
4.2.1 Analysis and identification of the target group
4.2 .2 Formulation of the promise of employer values
4.2.3 Planning and implementation of the measures
4.2.4 Checking the achievement of goals
4.3 interim conclusion

5 Talent Relationship Management
51 Basics and terminology of Talent Relationship Management
5.1.1 Special features of Talent Relationship Management
5.1.2 Framework for successful Talent Relationship Management5.2 Interim conclusion

6 Development and establishment of talent relationship management
6.1 The talent relationship management process
6.1.1 Target group definition
6.1.2 Employer promise
6.1.3 Active Search strategies
6.1.4 Candidate binding
6.2 Interim conclusion

7 Parallels and synthesis of the systems
7.1 Common determinants of customer relationship management, employer branding and talent relationship management
7.2 Concept for linking employer branding and talent relationship management for retention and attracting talent – ​​students and graduates of Generation Y

8 Conclusion
8.1 Answering the research questions
8.2 Summary and outlook

Bibliography

Author

Sandra Stadelmann, M.A. has been working in the HR department of the Rhomberg Group in Bregenz (Austria) for 8 years. In the fall of 2014, she completed her part-time master's degree in human resources management and skills development with new media at Danube University Krems with distinction. Since the beginning of 2015, she has been responsible, among other things, as a project manager for the implementation of employer branding, taking into account talent relationship management, in this global company with almost 3,500 employees.
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