Kommunikation als KPI im Employer Branding im Kontext der Sozialwirtschaft – eine Fallstudie

Abstract

The performance of a company is measured using a complex system of interconnected criteria. Furthermore, the crucial role of communication using signal theory in employer branding in the context of social economy organizations (SEO) is discussed. The aim of this article is to explore the interactions between SEO’s communication strategy and its employer brand. The authors use a case study as a qualitative research method and, due to the research background, limit the data collection to the EU member Germany. The results provide insights into the specific challenges and opportunities SEO faces in relation to employer branding. Particular attention is paid to the role of (digital) communication. An understanding can be developed of how the design and implementation of communication strategies have a direct influence on the perception of the employer brand in the social economy. Furthermore, practical implications are derived in order to specifically optimize communication approaches and at the same time increase employer attractiveness. This article contributes to understanding the connections between communication and employer branding using signaling theory. At the same time, concrete recommendations for action are formulated for SEO to be successful in the competition for qualified specialists and talent.