Strategien in Zeiten des Fachkräftemangels: Arbeitgeberattraktivität, Arbeitszufriedenheit und Mitarbeiterbindung im Kontext von Employer Branding, Passung und Mindset

The present work deals with the problems caused by the growing shortage of skilled workers and investigates strategies for companies to improve their attractiveness and to commit employees permanently.
For this purpose, Study 1 and 2 examine the effectiveness of Employer Branding in general (Study 1) and the effectiveness of the different Employer Branding strategies (Study 2) in an experimental design. The positive effect of Employer Branding on employer attractiveness, job satisfaction and employee retention was supported by both studies. Furthermore, the fit of person and organization as well as the fit of person and job is an important subject in the employee selection. In this context, Study 3 and 4 examine the impact of many vs. few opportunities for career progression (as selected Employer Branding strategies) and high vs. low fit on the behavior and perception of potential applicants (Study 3) and potential advisors (Study 4) in an experimental design. In addition, the mindset of the tested person was included in the analysis. Both studies further supported the effectiveness of the Employer Branding strategies. In Study 5 the relevant concepts were examined together in a survey-based study on the employees of different companies. The previously found results were further supported by the data. Additionally, an interesting effect of the different types of fit partially in interaction with the mindset emerged in the analysis. These findings are discussed thoroughly in the present work and implications for the practice are derived.