Seminar paper from the year 2011 in the subject Business economics -
Offline Marketing and Online Marketing, University of applied sciences,
Munich, language: English, abstract: This paper describes the change in
Human Resource Marketing from classical, established Job Advertisement
to a relatively novel complementary approach, called Employer Branding.
The work will discuss common vehicles of Job Advertisement utilized in
the past and today and then advance to define and describe the process
of Employer Branding used by companies and institutions to cope with the
challenges comprised in the 21st Century labor market. The findings
documented in this work are important to better understand mechanisms of
HR-Marketing and the connection between internal and external branding
and its implications on not only recruitment, but also on motivation,
engagement and retention of current and prospective employees. "This
generation will turn employment-culture inside out radically" Anders
Parment, a lecturer at Stockholm Business School stated. The quote is
aimed at Generation-Y. Generation-Y, defined as being born in the 1980s
and 1990s, is increasingly represented in the labor-market, displacing
the previous generation of "Baby-Boomers‟2 who were born in the time
following WWII. This work will look at means of job advertising that
worked well with the Baby-Boomers and go on to show how HR-Marketing is
changing in order to satisfy the needs of this new generation which grew
up with digital-media and social networks.
