Category - Susanna MINDER

University of Latvia, Latvia


Human Resource Management’s Marketing Approach and Its Contribution Towards Employee-Satisfaction

In times when organizations in Germany are confronted with a constant change-dynamic regarding their working conditions managers understand that human resources are an important driving factor for the overall company’s performance. The attractiveness of an organization towards potential and actual employees is therefore an issue which is of broad interest for general management as it plays an increasing role to reach company’s aims. Necessary for creating such an attractiveness as employer are the establishment of substantiated processes of acquiring and retaining employees. The objective of this paper is to assess whether the application of a company’s human resource management’s marketing approach has an impact on employee satisfaction. Concerning the research methods causal modelling and triangulation of research are used. Quantitative research is applied. Results show that the better a company’s human resource management’s marketing approach in terms of its quality and performance...

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