Abstract:
Pforzheim University of Applied Sciences with its three faculties – Design, Engineering and Business and Law – faces intense job market competition. To attract talented academic as well as administrative and technical staff, the university must position itself as an employer in light of its relative strengths and weaknesses. This article describes what makes a public university an attractive employer and shows how a national and international positioning can be achieved with a clear mission statement and complementary internal and external HR marketing activities.
Über die Autor*innen:
- Markus-Oliver Schwaab,
Prof. Dr. phil., Professor für Personalmanagement, Hochschule Pforzheim, Prodekan der Business School und Leiter des Career Centers - Felicia A. K. Mongioj,
B. Sc., Personalleiterin der Hochschule Pforzheim
