Since 2018, Professores Stephan Weinert, Elmar Günther, Gerhard Raab and Edith Rüger-Muck have been researching the highly topical subject of employer branding, which is located precisely at the intersection of marketing and human resources, in a mixed human resources marketing team of Department II.
Already in 2019, the article "The effect of company guest speakers on perceived employer attractiveness" won the Best Paper Award at the international Cross-Cultural Business Conference in Steyr/ Austria. In this research project, the group was able to demonstrate the success of guest speakers on employer attractiveness. The article is in journal review for further publication. A practice-oriented version has already been published in the journal "Personalwirtschaft".
At this year's Cross-Cultural Business Conference, the team's most recent research project was presented, which focuses on AI-based personnel selection processes and employer branding. AI-based personnel selection procedures have a positive effect on perceived employer attractiveness. This increases as soon as a reference to the use of artificial intelligence in the personnel selection process can be found in a job advertisement. The effect strength is influenced by the technical qualifications of the applicants and by country-specific differences. The findings of the project will also be published shortly.
The research team will soon be looking at a follow-up project for 2021. Interested parties are welcome to contact the research team.