Towards an employer brand - An evidence-based approach to develop an employer brand: A case study of a Berlin-based business incubator in the online and mobile gaming industry

摘要

This paper analyses and lays the ground for the development of an employer brand that is designed to help a Berlin-based business incubator to attract and retain tech talent. The company case exemplifies which elements are necessary to develop an employer brand and how distinguishing characteristics of an employer brand may look like. It gets clear that an one-size-fits-all approach is not effective.