Erfolgreiches Personalmanagement: Strategien zur Gewinnung, Bindung und Entwicklung von Talenten.

Abstract

This Master's thesis explores how banks can attract, retain, and strategically develop qualified talent in an increasingly competitive labor market. The starting point of this investigation is the recognition that demographic change, a growing shortage of skilled workers, and a profound shift in valuesparticularly among younger generations-necessitate fundamental changes in personnel strategies. At the core of this study is the case of Sparkasse Oberösterreich, whose existing and potential measures for talent acquisition and employee retention are analyzed. A special focus is placed on the needs and expectations of Generation Z, the first age group to have grown up entirely in the digital age, bringing new demands to employers. This thesis examines which innovative recruitment methods can be used to effectively reach this target group and inspire them to join the organization. The analysis centers around modern communication channels, target groupspecific approaches, and employer branding strategies. The goal is to identify effective strategies to capture this generation’s attention and foster long-term interest in the employer brand. Another key area of focus is the use of artificial intelligence in talent acquisition. The study analyzes currently available digital tools and evaluates how these can improve the efficiency and quality of candidate selection. In addition to highlighting the potential benefits, the thesis also addresses the challenges associated with AI-particularly ethical considerations, transparency, and acceptance among applicants and employers. Furthermore, the importance of a well-designed onboarding process is emphasized, as it not only facilitates the swift integration of new employees but also plays a crucial role in their long-term engagement and development. The study investigates which structural and content-related elements of onboarding are most effective and how they can significantly contribute to employee satisfaction. The overarching aim of this thesis is to develop well-founded recommendations based on theoretical insights and practical analysis, providing Sparkasse Oberösterreich with reliable guidance for future strategic decisions in human resources management. These recommendations are intended to support the ongoing development of modern, future-oriented HR strategies and to position the bank as an attractive employer in a dynamic, technology-driven, and intergenerational work environment.

Date of Award	2025
Original language	German (Austria)
Supervisor	Edith Öller (Supervisor)