International Employer Brand Management: A Multilevel Analysis and Segmentation of Students' Preferences

Christiaans, Lena

The increasing globalization of business activities forces companies to recruit highly skilled employees all over the world. In order to attract these talents, employers have to differentiate themselves through a unique employer brand, appealing to diverse target audiences. However, in the absence of research on international students' preferences for employer characteristics, it is difficult for multinational companies to decide on a feasible degree of employer brand standardization. Lena Christians investigates the impact of between-country differences, such as in national culture or economic wealth, on students' preferences in relation to individual differences of students within the same country. In combination with a segmentation of the European graduate market, the results provide readers with inside on which elements of the employer value proposition are suitable for standardization in which target groups.

Details

Published by: Springer Gabler

Publication Date: 2012-11-27

Format: Paperback

ISBN-13: 9783658004552

DOI: 10.1007/978-3-658-00456-9

Dimensions: 210cm x148cm

Pages: 265