Arbeitgebermarkenaufbau durch informelle Hochschul-Personalmarketingma?nahmen: Eine empirische Analyse im deutschen Mittelstand

Firms use HR marketing practices in order to enhance organizational attractiveness and consequently to attract highly qualified applicants. This issue is of particular importance for rather unknown small and medium-sized firms from the German Mittelstand which still need to build their employer brand. In this paper we empirically observe the impact of two campus-recruitment practices (company presentation during lecture and participation at an university internal career fair) on employer brand equity and subsequently on application intention. Our results suggest that both practices account for building an employer brand. Yet, the company presentation showed marginally greater effect sizes. Additionally, we found that both practices interact with each other, elevating each other??s impact. Thus, the career fair only showed its full potential, when further HR marketing practices were conducted.