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The war for talent increasingly affects high-tech companies. Businesses need to stand out as attractive employers to win the war for technical personnel in particular. This trend also influences high-tech company Anton Paar. Given its continuous growth, Anton Paar needs to recruit a large number of technical sales experts in the USA in the coming years. The goal of this thesis is to support Anton Paar in building an employer brand to position the company as an attractive employer globally and as an employer of choice for technical sales experts in the USA.
The theoretical section of this thesis focuses on topics that influence employer branding, such as international human resource management and employer choice. Moreover, it includes the key aspects of employer branding and relevant definitions. The theoretical part is concluded by the development of an employer brand positioning concept. Theory shows that employer branding is targeted not only to existing employees but also to the external target group of potential applicants. Employer branding needs to address both target groups.
The practical section is based on the analysis of the external and internal factors that influence the development of the positioning concept for the employer brand Anton Paar. Moreover, the preferences of technical sales experts in the USA and existing Anton Paar employees are investigated in two quantitative surveys. The findings from the analyses and surveys are then used to define the employer value proposition (EVP) for the entire Anton Paar Group and a sub-EVP for technical sales experts in the USA. Anton Paar symbolises “stability” and “long-term orientation”, two attributes that distinguish the company from the competition. This characterisation is highlighted in the global employer brand positioning. The sub-positioning for technical sales experts focuses on the fields of “innovative spirit” and “development prospects”.
Based on the theoretical and practical sections, recommendations for the implementation of the concept are provided at the end of the thesis. These recommendations would help Anton Paar to implement the positioning concept and anchor the employer brand internally and externally.