Identifizierung von Erfolgsdeterminanten einer Facebook Karriereseite und deren Übertragung auf KMU (German Edition) Book PDF, ePub eBook

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Book Descriptions:
Diplomarbeit aus dem Jahr 2012 im Fachbereich BWL - Personal und Organisation, Note: 1,7, Technische Universität München, Sprache: Deutsch, Abstract: Der zunehmende „War for Talent“ erschwert es vor allem KMU, ihren Personalbedarf mit qualifizierten Arbeitskräften zu decken. Vor diesem Hintergrund werden in der vorliegenden Arbeit die Erfolgsdeterminanten einer Facebook Karriereseite identifiziert und auf KMU übertragen. Ziel ist es, diesen einen professionellen Auftritt zu ermöglichen und deren größenbedingten Attraktivitätsmerkmale im Rahmen von Social Media Recruiting mittels Facebook herauszustellen. Im Rahmen einer angebotszentrierten Inhaltsanalyse werden aus den 203, zum Zeitpunkt der Untersuchung bekannten, deutschsprachigen Facebook Karriere-Pages mittels quantitativer Kriterien sowie unter Einbeziehung bereits vorhandener Rankings, die 30 erfolgreichsten Auftritte ermittelt. Diese werden anhand eines Kategoriensystems ausgewertet. Insgesamt untersucht die Arbeit in den vier Hauptkategorien Auffindbarkeit, Design und Usability, Informationsgehalt sowie Interaktion 38 qualitative und 173 quantitative Kriterien. Bei der Auswertung und Interpretation der Ergebnisse können 49 Erfolgsdeterminanten in 14 Unterkategorien eruiert werden. In Form von Handlungsempfehlungen werden diese auf die spezifischen Besonderheiten von mittleren Unternehmen als auch kleinen Unternehmen übertragen.

Especially for SMEs the growing „War for Talent“ makes it more and more difficult to meet their staff requirements with qualified workers. The present study identifies the determinants of a successful Facebook career page and derives recommendations for SMEs with the purpose of emphasizing the attractiveness of size-related features considering social media recruiting via Facebook. The supply-centred content analysis embraces the 30 most successful Facebook career pages which are identified out of the 203 Facebook Career Pages in German language existing at the time of the study. This is done by quantitative criteria as well as by taking into account former rankings. The selected pages are evaluated using a category system. The analyses within the four major categories, notably findability, design and usability, information content and interaction is performed by 38 qualitative and 173 quantitative criteria. The interpretation of the data identifies 49 determinants of success, which in turn can be divided into 14 sub-categories. The obtained results are then transferred to the specific features of medium-sized and small businesses to develop recommendations for this special type of company.

Identifizierung von Erfolgsdeterminanten einer Facebook Karriereseite und deren Übertragung auf KMU (German Edition) by Thomas Hairer

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