Erfolgsfaktoren des Employer Brandings in produzierenden Unternehmen während Krisenzeiten

Abstract

Corporate crises, such as the COVID-19 pandemic, have demonstrated the vulnerability of manufacturing companies to unforeseen events. During such periods, HR managers in particular face immense pressure to retain existing employees and attract necessary personnel. At the same time, a stable employer image becomes increasingly important to retain skilled workers and attract new talent. Employer branding offers strategic approaches in this context but is often insufficiently adapted to crisis situations in practice. This thesis therefore addresses the question of which specific success factors are crucial for effective employer branding in manufacturing companies during times of crisis. The thesis is structured into five main chapters. Following an introduction outlining the problem and research objectives, the concepts of "employer branding" and "corporate crisis" are explained, including relevant theoretical models. The specific characteristics of manufacturing companies, along with their structural, cultural, and legal conditions, are examined in detail. The methodological foundation is a systematic literature review, combined with qualitative content analysis to extract key success factors. The analysis draws on current German and English-language literature from 2015 to 2025, focusing particularly on industry experiences during crisis periods. The qualitative analysis identified five core success factors that are particularly relevant for effective employer branding in manufacturing companies during crises: • Communication & Employee Engagement: Open, appreciative communication strengthens employee trust and fosters emotional connection, especially in uncertain times. • Leadership & Organizational Structure: Stable, transparent leadership and supportive organizational frameworks provide employees with orientation and security. • Compensation & Incentives: Beyond salary, flexible working hours and non-monetary benefits serve as important motivational drivers. • Employer Brand & Value Proposition: A credible and consistently lived employer brand enhances employee identification with the company. • Work Environment & Design: A healthy, appealing, and development-oriented work environment contributes positively to employee satisfaction and retention. These factors offer manufacturing companies concrete levers to position themselves as attractive employers even during crises and to ensure long-term workforce stability

Date of Award	2025
Original language	German (Austria)
Supervisor	Christine Ebner (Supervisor)