Wertorientierte Unternehmensführung als Teil des Employer Brandings am Beispiel Fronius International GmbH

Abstract

At a time when competition for skilled labour in the business world - the so-called war for talent - is intense and job changes are more frequent than ever, employee retention is becoming increasingly important for companies. The significant impact of corporate culture on employer and business success should not be underestimated, as many reasons for resignation can be traced back to cultural issues. This dynamic is particularly reflected in staff turnover. Value-based management appears to be a key factor not only in attracting new talent, but also in strengthening employee loyalty. This academic paper focuses on exploring the relationship between value-based management and employer branding, using Fronius International GmbH as a case study. The methodological approach includes an extensive literature review to define and differentiate relevant terms such as war for talents, gen Z & Y, recruiting and employer branding. Qualitative expert interviews with representatives from Human Resources and Corporate Communications, as well as employees from different parts of the company, are used to gain an in-depth understanding of the specific challenges and opportunities of employer branding. The analysis of the company's profile and employer branding strategy, together with the evaluation of internal and external employer branding activities, helps to assess the effectiveness of value-based management. The aim of this study is to evaluate employer branding as a tool for reducing staff turnover and retaining employees, particularly in the current labour market climate. The goal of Fronius International GmbH is to create a robust and attractive employer brand that not only overcomes the current talent shortage, but also addresses the needs of younger generations in a future-oriented manner. The overall aim is to identify positive practical examples that are not only relevant to Fronius but can also serve as guidelines for other companies to create and maintain a strong employer brand in the long term.

Date of Award	2024
Original language	German (Austria)
Supervisor	Bernhard Bräuer (Supervisor)