{"id":695,"date":"2019-10-10T12:29:50","date_gmt":"2019-10-10T10:29:50","guid":{"rendered":"https:\/\/blog.ki-management.com\/?p=695"},"modified":"2019-10-10T12:29:50","modified_gmt":"2019-10-10T10:29:50","slug":"employer-branding-tipps-aus-forschung-und-praxis","status":"publish","type":"post","link":"https:\/\/www.ki-management.com\/en\/695\/employer-branding-tipps-aus-forschung-und-praxis\/","title":{"rendered":"[:de]Employer Branding \u2013\u00a0Tipps aus Forschung und Praxis[:]"},"content":{"rendered":"<p>[:de]Rund 30 F\u00fchrungskr\u00e4fte verschiedener Branchen folgten im September der Einladung der <a href=\"https:\/\/ihk-koeln.de\/\">IHK K\u00f6ln<\/a> zu einem Impuls-Workshop zum Thema <strong>Employer Branding<\/strong>, gestaltet und moderiert vom KI.M und von <a href=\"https:\/\/www.lessingtiede.de\/\">lessingtiede<\/a>.<\/p>\n<p>Gemeinsam f\u00fchrten KI.M-Gesch\u00e4ftsf\u00fchrer <em>Prof. Dr. Christian Dries<\/em> und <em>Tim Tiede<\/em> von der Marketingagentur lessingtiede mit einem Vortrag in das Thema ein. Dabei lag der Schwerpunkt auf der <strong>positiven Herangehensweise<\/strong>, die beide f\u00fcr das Thema empfehlen. So wurde schon im Vorfeld die Bef\u00fcrchtung zerstreut, man werde \u00fcber den demographischen Wandel, betriebswirtschaftliche Sch\u00e4den oder Generationenprobleme referieren.<\/p>\n<p>Stattdessen wurde der Fokus auf den <strong>Employer-Branding-Zyklus<\/strong> gelenkt, ein Modell, das Armin Trost schon 2009 zur Positionierung von Arbeitgebern ver\u00f6ffentlichte. Es fordert dazu auf, das Thema <em>sachlich zu analysieren<\/em> und <em>schrittweise<\/em> zu <em>strukturieren<\/em>. Erg\u00e4nzend wurde auch die Arbeit als solche in ein positives Licht ger\u00fcckt und das Gedankengut der vielzitierten \u201eWork-Life-Balance\u201c kritisch betrachtet. Aus Forschungsperspektive wurden dazu die Studienergebnisse zum Family-Work-Conflict (Peters, Michel &amp; Sonntag, 2014) genutzt, um auch die Unterschiedlichkeit der Bed\u00fcrfnisse von F\u00fchrungskr\u00e4ften zu betrachten. So kann auch eine gelungene Work-Life-Integration zur Zufriedenheit der Mitarbeiter beitragen.<\/p>\n<p>Mit einem Employer-Branding-Workbook ausgestattet, durften die Workshop-Teilnehmer dann in vier Stationen erleben, welche Phasen zum <strong>Erfolg im Personalmarketing<\/strong> f\u00fchren. Dabei gab es Kostproben von unterschiedlichen Methoden: vom Einsatz unserer App f\u00fcr den unvollst\u00e4ndigen Paarvergleich <a href=\"https:\/\/www.ki-management.com\/kipairs\/\">KI.PaiRS<\/a> zur Bewertung der Arbeitgebereigenschaften \u00fcber die Kopfstandmethode zur etwas anderen Unternehmensanalyse und eine Betrachtung der internen Personalmarketing-Potenziale bis hin zur Vorstellung eines konkreten Umsetzungsbeispiels aus der Praxis der Marketingagentur.<\/p>\n<p>F\u00fcr weitere Informationen empfehlen wir den <a href=\"https:\/\/www.ksta.de\/region\/leverkusen\/stadt-leverkusen\/-als-arbeitgeber-nicht-fuer-arbeit-schaemen--wie-firmen-erfolgreich-mitarbeiter-gewinnen-33117822?fbclid=IwAR2rMz4tJpD4QF4K5IyXoa6pTWgD6F57CthZevBL-VNSZW-Py-wU1juc3h4)\">Artikel des K\u00f6lner Stadtanzeigers.<\/a><\/p>\n<p><em><strong>Titelbild:<\/strong> Prof. Dr. Christian Dries (KI.M), Eva Babatz (IHK K\u00f6ln), Tim Tiede (lessingtiede);<br \/>\n<strong>Foto:<\/strong> Britta Berg<\/em>[:]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[:de]Rund 30 F\u00fchrungskr\u00e4fte verschiedener Branchen folgten im September der Einladung der IHK K\u00f6ln zu einem Impuls-Workshop zum Thema Employer Branding, gestaltet und moderiert vom KI.M und von lessingtiede. Gemeinsam f\u00fchrten KI.M-Gesch\u00e4ftsf\u00fchrer Prof. Dr. Christian Dries und Tim Tiede von der Marketingagentur lessingtiede mit einem Vortrag in das Thema ein. Dabei lag der Schwerpunkt auf der &#8230; <a title=\"[:de]Employer Branding \u2013\u00a0Tipps aus Forschung und Praxis[:]\" class=\"read-more\" href=\"https:\/\/www.ki-management.com\/en\/695\/employer-branding-tipps-aus-forschung-und-praxis\/\" aria-label=\"Read more about [:de]Employer Branding \u2013\u00a0Tipps aus Forschung und Praxis[:]\">Weiterlesen &#8230;<\/a><\/p>\n","protected":false},"author":2,"featured_media":783,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[11],"tags":[],"class_list":["post-695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[:de]Employer Branding \u2013\u00a0Tipps aus Forschung und Praxis[:] - K\u00f6lner Institut f\u00fcr Managementberatung<\/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:\/\/www.ki-management.com\/en\/695\/employer-branding-tipps-aus-forschung-und-praxis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[:de]Employer Branding \u2013\u00a0Tipps aus Forschung und Praxis[:] - K\u00f6lner Institut f\u00fcr Managementberatung\" \/>\n<meta property=\"og:description\" content=\"[:de]Rund 30 F\u00fchrungskr\u00e4fte verschiedener Branchen folgten im September der Einladung der IHK K\u00f6ln zu einem Impuls-Workshop zum Thema Employer Branding, gestaltet und moderiert vom KI.M und von lessingtiede. Gemeinsam f\u00fchrten KI.M-Gesch\u00e4ftsf\u00fchrer Prof. Dr. Christian Dries und Tim Tiede von der Marketingagentur lessingtiede mit einem Vortrag in das Thema ein. Dabei lag der Schwerpunkt auf der ... 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Johannsen","author_link":"https:\/\/www.ki-management.com\/en\/author\/k-johannsen\/"},"uagb_comment_info":0,"uagb_excerpt":"[:de]Rund 30 F\u00fchrungskr\u00e4fte verschiedener Branchen folgten im September der Einladung der IHK K\u00f6ln zu einem Impuls-Workshop zum Thema Employer Branding, gestaltet und moderiert vom KI.M und von lessingtiede. Gemeinsam f\u00fchrten KI.M-Gesch\u00e4ftsf\u00fchrer Prof. Dr. Christian Dries und Tim Tiede von der Marketingagentur lessingtiede mit einem Vortrag in das Thema ein. Dabei lag der Schwerpunkt auf der&hellip;","_links":{"self":[{"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/posts\/695","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/comments?post=695"}],"version-history":[{"count":0,"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/posts\/695\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/media\/783"}],"wp:attachment":[{"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/media?parent=695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/categories?post=695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ki-management.com\/en\/wp-json\/wp\/v2\/tags?post=695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}