{"id":893,"date":"2016-06-22T13:17:27","date_gmt":"2016-06-22T11:17:27","guid":{"rendered":"https:\/\/blog.zhaw.ch\/humancapital\/?p=893"},"modified":"2016-07-11T11:55:15","modified_gmt":"2016-07-11T09:55:15","slug":"employer-branding-mehr-schein-als-sein","status":"publish","type":"post","link":"https:\/\/blog.zhaw.ch\/organizationalviability\/2016\/06\/22\/employer-branding-mehr-schein-als-sein\/","title":{"rendered":"Employer Branding \u2013 mehr Schein als Sein?"},"content":{"rendered":"<p style=\"text-align: justify\"><a href=\"https:\/\/www.zhaw.ch\/de\/ueber-uns\/person\/brno\/\">Dr. Dorothea Brunner Gloor<\/a><\/p>\n<p style=\"text-align: justify\">Mittlerweile hat wohl jedes noch so kleine Unternehmen eine Employer Branding-Strategie aufgestellt. Rasch sind einige Werte definiert und die Stelleninserate aufgepeppt mit dem Ziel, das Unternehmen f\u00fcr k\u00fcnftige Mitarbeitende attraktiv darzustellen.<\/p>\n<p style=\"text-align: justify\"><!--more--><\/p>\n<p style=\"text-align: justify\">Employer Branding bedeutet aber mehr, als den Schein gegen aussen zu wahren. Es bedeutet, sich mit seiner Marke als Arbeitgeber, d.h. dem Employer Brand, auseinander zu setzen: Was macht uns als Unternehmen aus? Welche Werte verk\u00f6rpern wir? Welche Mitarbeitenden passen zu uns? Und: Wie k\u00f6nnen wir dies nach aussen sichtbar machen?<\/p>\n<p style=\"text-align: justify\">Die Gefahr besteht allerdings, sich nur auf diese letzte Frage zu konzentrieren und die ersten ebenso grundlegenden Fragen zu vernachl\u00e4ssigen. Und vor allem die darauffolgende Frage ganz zu vergessen: Wie werden die formulierten Werte im Unternehmen tats\u00e4chlich gelebt? Werden die Markenversprechen auch tats\u00e4chlich eingehalten?<\/p>\n<p style=\"text-align: justify\">Employer Branding muss sich nach aussen UND nach innen (dann spricht man von Internal Branding) wenden, ansonsten ist die Strategie von kurzer Lebensdauer.<\/p>\n<div class=\"pt-sm\">Schlagw\u00f6rter: <a href=\"https:\/\/blog.zhaw.ch\/organizationalviability\/tag\/employer-branding\/\">Employer Branding<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/organizationalviability\/tag\/internal-branding\/\">Internal Branding<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/organizationalviability\/tag\/konsistenz\/\">Konsistenz<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/organizationalviability\/tag\/langlebig-vs-kurzlebig\/\">langlebig vs. kurzlebig<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/organizationalviability\/tag\/markenversprechen\/\">Markenversprechen<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/organizationalviability\/tag\/strategie\/\">Strategie<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Dr. Dorothea Brunner Gloor Mittlerweile hat wohl jedes noch so kleine Unternehmen eine Employer Branding-Strategie aufgestellt. Rasch sind einige Werte definiert und die Stelleninserate aufgepeppt mit dem Ziel, das Unternehmen f\u00fcr k\u00fcnftige Mitarbeitende attraktiv darzustellen. Schlagw\u00f6rter: Employer Branding, Internal Branding, Konsistenz, langlebig vs. kurzlebig, Markenversprechen, Strategie<\/p>\n","protected":false},"author":226,"featured_media":894,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[242],"tags":[239,43,240,241,243,44],"features":[],"class_list":["post-893","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hr-marketing","tag-employer-branding","tag-internal-branding","tag-konsistenz","tag-langlebig-vs-kurzlebig","tag-markenversprechen","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Employer Branding \u2013 mehr Schein als Sein? - Organizational Viability@ZHAW<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zhaw.ch\/organizationalviability\/2016\/06\/22\/employer-branding-mehr-schein-als-sein\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Employer Branding \u2013 mehr Schein als Sein?\" \/>\n<meta property=\"og:description\" content=\"Dr. Dorothea Brunner Gloor Mittlerweile hat wohl jedes noch so kleine Unternehmen eine Employer Branding-Strategie aufgestellt. 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