TY  - THES
A1  - Zerfaß, Maximilian
T1  - Employer branding on corporate websites: A study of the logistics industry
N2  - Objective:
The bachelor thesis illustrates the potential of employer branding on corporate
websites in the context of skills shortage and investigates the quality of employer
branding in the German logistics industry.

Methodology:
A literature review was performed to outline the theoretical foundations of
employer branding and online communication on corporate websites, and to identify quality criteria for employer branding on such platforms. These critera
were used to phrase six detailed research questions, and to construct a
codebook for a content analysis of corporate websites. An empirical analysis
was conducted for the 25 companies with the highest turnover in the German
logistics sector. Results are presented quantitatively (absolute scores; ranking;
mean values overall and for different dimensions) and qualitatively (best
practices).

Results:
The companies in the sample have integrated most employer branding elements on their websites, but there is a huge spread between competitors and between the different dimensions. The overall quality was rated as “acceptable” (1.5 ≤ x < 2.5 on a 5-point scale ranging from 0 to 4) or even worse for 72% of the
companies; only 28% performed “good” and no one was assessed “very good”.

Conclusion:
The study shows that the German logistics industry has recognised the importance of employer branding. But companies are still struggling to communicate their employer value proposition in an appropriate way and to differentiate themselves from each other.

Keywords:
Employer branding, Corporate website, Quality, Human resource management
Y1  - 2019
UR  - https://opus.dhsn.de/frontdoor/index/index/docId/4487
ER  -