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Impact of the financial crisis on the employer brands of banks

  • Today it is widely accepted that qualified employees are a central success factor for companies. In order to compete on the labor market companies build employer brands. At present, the concept of employer branding focuses on building and managing brands in “normal” times, without taking consequences of potential crises into consideration. Our aim is to discuss the role of the last financial crisis in the context of employer branding. Therefore, the expectations of high potentials as well as the employer brand images of banks were compared before and after the crisis showing a highly significant impact of the crisis.

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Document Type:Part of a Book
Author:Kai Weinrich, Manfred Kirchgeorg, Jenny Müller
Chairs and Professorships:Chair of Marketing Management and Sustainability
Year of Completion:2011
In: Noble, Stephanie M.; Noble, Charles H. (Eds.). Marketing 2011: delivering value in turbulent times. Chicago, Ill.: American Marketing Association, 2011, 403-413 (AMA Educator’s Proceedings 22)