The Quality of the Candidate Journey as an Important Aspect of the Employer Brand

Creators: Schill, Denisa and Kracklauer, Alexander H. and Rasche, Christoph
Title: The Quality of the Candidate Journey as an Important Aspect of the Employer Brand
Item Type: Conference or Workshop Item
Event Title: 4th Academic International Conference on Economics, Accounting and Finance (AICLAF 2017)
Event Location: Cambridge, UK
Event Dates: December 7th-9th, 2017
Page Range: pp. 7-16
Additional Information: AICSSH & AICLEF © 2017 FLE Learning Ltd ISBN 978-1-911185-53-6 (Online)
Date: December 2017
Divisions: Wirtschaftswissenschaften
Abstract: In Germany, the demographic change is accompanied by a wave of retirement of older employees and the “fight” for qualified professionals and managerial staff. The war for talent, as McKinsey coined this phenomenon, increasingly resembles crucial bottleneck of global competitiveness. In this context, employer branding will be a central anchor point for companies to assert themselves in the recruiting process. Recent research findings show that the establishment of a market-driven employer brand positively influences the achievement of external target figures, e.g. effective and efficient employee recruitment. Therefore, the candidate journey is the key to employer attractiveness, differentiation, and preference building. Based on the methodology of touchpoint management along the candidate journey this study answers the question with which channels and content prospective professionals and managerial staff can be reached. The key result is an online, offline and mobile candidate journey.
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Schill, Denisa and Kracklauer, Alexander H. and Rasche, Christoph (2017) The Quality of the Candidate Journey as an Important Aspect of the Employer Brand. In: 4th Academic International Conference on Economics, Accounting and Finance (AICLAF 2017), December 7th-9th, 2017, Cambridge, UK, pp. 7-16.

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