Teaching Practice Project: Employer branding

„How attractive are we as an employer for university graduates?“

Sector: Automotive industry

Topic: Employer branding

Task:

A large German car manufacturer wanted to know how the company is positioned in the job market:
What characterises an ideal employer for engineering and computer science students?
What image does the company have as an employer among this target group?
What sources of information are used in the process of choosing an employer?

Realisation:

As part of a teaching practice project, our students conducted more than 60 qualitative interviews with target group-specific prospective employees. The qualitative data was processed and summarised using content analysis. The results, as well as scientifically sound recommendations for action, were documented in a clear management report and professionally presented to the company.