How to attract and retain young talents to large international corporations that are located in rural areas of southern Germany

Carolin Christ

Master's thesis

Abstract:

This Master’s Thesis aims to explore various methods and approaches used to increase the employer attractiveness and employee retention for corporations located in rural German areas. The methodology used to attain this goal has the form of semi structured qualitative interviews, which were conducted with a total of 10 Employer Branding experts from corporations in rural areas in Germany and employees from such companies. The interview results were then analysed through thematic analysis. The findings revealed both similarities and differences in how Employer Branding experts perceive the organization in what is most attractive and satisfies the employees vs. how employees perceive it. Both, the interviewed employers and employees share best practices and recommendations that contribute to employer attractiveness and retention.

Abstract:

This Master’s Thesis aims to explore various methods and approaches used to increase the employer attractiveness and employee retention for corporations located in rural German areas. The methodology used to attain this goal has the form of semi structured qualitative interviews, which were conducted with a total of 10 Employer Branding experts from corporations in rural areas in Germany and employees from such companies. The interview results were then analysed through thematic analysis. The findings revealed both similarities and differences in how Employer Branding experts perceive the organization in what is most attractive and satisfies the employees vs. how employees perceive it. Both, the interviewed employers and employees share best practices and recommendations that contribute to employer attractiveness and retention.

Keywords

Rural Companies, Germany, Employee Retention, Employer Attractiveness

Keywords

Rural Companies, Germany, Employer Attractiveness, Employee Retention

Language used: English

Date on which the thesis was submitted / produced: 13. 12. 2022

Thesis defence

• Date of defence: 26. 1. 2023
• Supervisor: Daniela Pauknerová
• Reader: Gina Weis

Vysoká škola ekonomická v Praze

Master programme:
International Management