Influences of Female Leadership on the Employer Brand

Master's Thesis , 2013 , 143 Pages , Grade: 1,5

Business economics - Offline Marketing and Online Marketing

This work should render assistance to women and men in leadership positions. For women to get to know their qualities and how they could position as an employer. Especially in times of shortage of skilled labour it is getting more important to become an employer of choice for recruiting the necessary employees and for keeping them in the company.

For men this work is the assistance of decision-making, if they are considered for staff leading positions. Obviously, many companies overlook the advantages of women in top-management, female led companies are more successful and seldom become insolvent compared to male led companies. One reason for this is that women are more cautious and they take fewer financial risks than men.

This work also addresses employees who are working in a female led company or who want to change their employer, to show them the advantages and disadvantages of female leaders. There is a need to research the female led employer brand. Currently, there are no studies existing about female led EB and this work only covers a small part of this topic. It examines female led companies in male dominated branches and also only gives a view of the female employer’s opinion.

Women are on the rise. Besides the current debate of female quota in German supervisory boards, where the share of women in management and supervisory boards is about 6.5 % in 2012, the share of leading women in family operated companies is about 20 % in Germany in 2006 and the number is on the increase. This is an important process, because family operated companies are the dominated economic system in Germany.

At this time women lead a quarter of personal services, such as dry-cleaning establishments, hairdressers or private education institutes. In commerce the quota of female leaders is more than 23 % and 13 % of the companies in the manufacturing industry were women operated.

Inhaltsverzeichnis

• Introduction
• Problem Definition and Relevance of the Topic
• Objectives of Work
• Structure of Work
• Definition of Terms
• Employer Brand
• Corporate Image
• Human Resource Policy
• Recruiting
• Branch Image
• Location Image
• Leadership
• Female Leadership
• Differences between Female and Male Leadership
• Theoretical Examination of the Influences of Female Leadership on the Employer Brand
• Influences on Corporate Image
• Economic Power
• Awareness
• Corporate Culture
• Influences on Human Resource Policy
• Type of Work
• Conditions of Employment
• Influences on Recruiting
• Recruiting Process
• Potential Colleagues
• Interim Conclusion
• Practical Examination of the Influences of Female Leadership on the Employer Brand
• Overview of Study
• Methods and Procedure of Research
• Presentation of Interview Guideline
• Best Practice
• Influences on Corporate Image
• Economic Power
• Awareness
• Corporate Culture
• Influences on Human Resource Policy
• Type of Work
• Conditions of Employment
• Influences on Recruiting
• Recruiting Process
• Potential Colleagues
• Comparison Between Theoretical and Best Practice Examination
• Presentation of Interview Findings
• Differences between Female and Male Leadership
• Perception of the Employer Brand
• Influences of Female Leadership on the Employer Brand
• Corporate Image
• Economic Power
• Awareness
• Corporate Culture
• Human Resource Policy
• Type of Work
• Conditions of Employment
• Recruiting
• Recruiting Process
• Potential Colleagues
• Recommendations
• Demonstrative Communication
• Taking Advantage of Chances
• Employer Image
• Women in Leading Positions
• Management Implication
• Positioning of Female Led Employer Brand
• Competence of the Female Led Employer Brand
• Benefits and Attributes of the Female Led Employer Brand
• Tonality of the Female Led Employer Brand
• Design of the Female Led Employer Brand
• Presentation of Female Led Employer Brand
• Conclusion
• Results
• Outlook and Future Research
• Appendices
• Interview Guideline
• Interview No. 1, HEIKE MANAL
• Interview No. 2, SUSANNE IRLE-MÜLLN
• Interview No. 3, PIA HÄUSER-JAKUNIEIT
• Interview No. 4, REDWANA HILDEBRANDT
• Interview No. 5, ANETTE SCHIEFERSTEIN-CHRISTOF
• Interview No. 6, ULRIKE MEIRITZ
• Interview No. 7, KATJA HOF
• Recommendation of NICOLA LEIBINGER-KAMMÜLLER
• Bibliography

Zielsetzung und Themenschwerpunkte

Die Master-Thesis untersucht den Einfluss weiblicher Führung auf die Arbeitgebermarke. Ziel ist es, die Auswirkungen weiblicher Führung auf verschiedene Aspekte der Arbeitgebermarke zu analysieren, insbesondere auf das Corporate Image, die Personalpolitik und den Rekrutierungsprozess.

• Unterschiede zwischen weiblicher und männlicher Führung
• Einfluss weiblicher Führung auf das Corporate Image
• Einfluss weiblicher Führung auf die Personalpolitik
• Einfluss weiblicher Führung auf den Rekrutierungsprozess
• Positionierung der Arbeitgebermarke in Unternehmen mit weiblicher Führung

Zusammenfassung der Kapitel

Die Arbeit beginnt mit einer Definition der Arbeitgebermarke und der verschiedenen Dimensionen, die zur Bewertung des Arbeitgeberimage beitragen. Anschließend werden verschiedene Führungsstile, insbesondere der transformational, transaktional und laissez-faire Führungsstil, vorgestellt. Die Arbeit beleuchtet dann die Charakteristika weiblicher Führung und untersucht die Unterschiede zwischen weiblicher und männlicher Führung.

Im dritten Kapitel wird der Einfluss weiblicher Führung auf die Arbeitgebermarke anhand des Modells von Teufer (1999) untersucht. Die Arbeit analysiert die Auswirkungen auf das Corporate Image (wirtschaftliche Macht, Bekanntheit und Unternehmenskultur), die Personalpolitik (Art der Arbeit, Arbeitsbedingungen) und den Rekrutierungsprozess (Rekrutierungsprozess, potenzielle Kollegen).

Das vierte Kapitel beinhaltet eine praktische Untersuchung des Einflusses weiblicher Führung auf die Arbeitgebermarke. Es werden Expert*inneninterviews mit weiblichen Führungskräften aus verschiedenen Branchen geführt, um die theoretischen Erkenntnisse zu überprüfen.

Im fünften Kapitel werden Management-Implikationen für Unternehmen mit weiblicher Führung abgeleitet. Die Arbeit zeigt, wie die Arbeitgebermarke in Unternehmen mit weiblicher Führung positioniert werden kann und wie die Unternehmen ihre Arbeitgebermarke präsentieren sollten.

Schlüsselwörter

Die Schlüsselwörter und Schwerpunktthemen des Textes umfassen die Arbeitgebermarke, weibliche Führung, Corporate Image, Personalpolitik, Rekrutierung, Geschlechterunterschiede, Führungsstile, Transformational Leadership, Transactional Leadership, Laissez-faire Leadership, Unternehmenskultur, Arbeitsbedingungen, Arbeitsklima, Teamarbeit, Karrierechancen, Work-Life-Balance, Rekrutierungsprozess, Employer Branding, Positionierung der Arbeitgebermarke, interne und externe Präsentation der Arbeitgebermarke.

• College: University of applied sciences Dortmund
• Grade: 1,5
• Author: Irena Stotz (Author)
• Publication Year: 2013
• Pages: 143
• Catalog Number: V265761
• ISBN (eBook): 9783668605572
• Language: English
• Tags: Employer Brand, Employer Branding, Female Leadership