Influences of Female Leadership on the Employer Brand

Table of Contents

1 Introduction

1.1 Problem Definition and Relevance of the Topic

1.2 Objectives of Work

1.3 Structure of Work

2 Definition of Terms

2.1 Employer Brand

2.1.1 Corporate Image

2.1.2 Human Resource Policy

2.1.3 Recruiting

2.1.4 Branch Image

2.1.5 Location Image

2.2 Leadership

2.2.1 Female Leadership

2.2.2 Differences between Female and Male Leadership

3 Theoretical Examination of the Influences of Female Leadership on the Employer Brand

3.1 Influences on Corporate Image

3.1.1 Economic Power

3.1.2 Awareness

3.1.3 Corporate Culture

3.2 Influences on Human Resource Policy

3.2.1 Type of Work

3.2.2 Conditions of Employment

3.3 Influences on Recruiting

3.3.1 Recruiting Process

3.3.2 Potential Colleagues

3.4 Interim Conclusion

4 Practical Examination of the Influences of Female Leadership on the Employer Brand

4.1 Overview of Study

4.1.1 Methods and Procedure of Research

4.1.2 Presentation of Interview Guideline

4.2 Best Practice

4.2.1 Influences on Corporate Image

4.2.1.1 Economic Power

4.2.1.2 Awareness

4.2.1.3 Corporate Culture

4.2.2 Influences on Human Resource Policy

4.2.2.1 Type of Work

4.2.2.2 Conditions of Employment

4.2.3 Influences on Recruiting

4.2.3.1 Recruiting Process

4.2.3.2 Potential Colleagues

4.2.4 Comparison Between Theoretical and Best Practice Examination

4.3 Presentation of Interview Findings

4.3.1 Differences between Female and Male Leadership

4.3.2 Perception of the Employer Brand

4.3.3 Influences of Female Leadership on the Employer Brand

4.3.3.1 Corporate Image

4.3.3.1.1 Economic Power

4.3.3.1.2 Awareness

4.3.3.1.3 Corporate Culture

4.3.3.2 Human Resource Policy

4.3.3.2.1 Type of Work

4.3.3.2.2 Conditions of Employment

4.3.3.3 Recruiting

4.3.3.3.1 Recruiting Process

4.3.3.3.2 Potential Colleagues

4.3.4 Recommendations

4.3.4.1 Demonstrative Communication

4.3.4.2 Taking Advantage of Chances

4.3.4.3 Employer Image

4.3.4.4 Women in Leading Positions

5 Management Implication

5.1 Positioning of Female Led Employer Brand

5.1.1 Competence of the Female Led Employer Brand

5.1.2 Benefits and Attributes of the Female Led Employer Brand

5.1.3 Tonality of the Female Led Employer Brand

5.1.4 Design of the Female Led Employer Brand

5.2 Presentation of Female Led Employer Brand

6 Conclusion

6.1 Results

6.2 Outlook and Future Research

Objectives and Research Themes

This thesis investigates the impact of female leadership on a company's employer brand (EB) in male-dominated industries. By analyzing leadership styles and corporate governance from the employer's perspective, the research seeks to understand how female leaders influence organizational reputation, HR policy, and recruitment processes to position their companies as preferred employers, particularly in sectors facing skilled labor shortages.

• Analysis of the relationship between leadership styles (transformational, transactional) and employer branding.
• Theoretical examination of the unique influences female leaders have on corporate image, HR policy, and recruitment.
• Practical exploration through expert interviews with female executives in male-dominated metalworking and engineering firms.
• Development of a "female led employer brand wheel" for strategic positioning.
• Evaluation of recommendations for female leaders to enhance their employer brand and corporate visibility.

Extract from the Book

Summary of Chapters

1 Introduction: This chapter defines the problem, the rising number of female leaders in Germany, and the research objectives regarding the influence of these leaders on employer branding.

2 Definition of Terms: Provides foundational definitions for Employer Brand (EB) and leadership, exploring different leadership styles and specific characteristics attributed to female leadership.

3 Theoretical Examination of the Influences of Female Leadership on the Employer Brand: Theoretically analyzes how female leadership affects corporate image, HR policy, and recruiting using the model of Teufer (1999).

4 Practical Examination of the Influences of Female Leadership on the Employer Brand: Conducts qualitative empirical research via expert interviews with seven female leaders in male-dominated industries to validate the theoretical findings.

5 Management Implication: Translates research findings into actionable management strategies, specifically using an EB wheel to position and present female-led employer brands.

6 Conclusion: Summarizes the results, concluding that female leadership positively influences the employer brand through specific behaviors, and provides an outlook for future research.

Keywords

Employer Brand, Female Leadership, Corporate Image, Human Resource Policy, Recruiting, Transformational Leadership, Corporate Culture, Employer Branding, Management, Best Practice, Professional Development, Work-Life Balance, Workplace Design, SME, Gender Differences.

Frequently Asked Questions

What is the core focus of this master's thesis?

The thesis explores how female leadership influences the employer brand (EB) of a company, specifically focusing on companies in male-dominated industries.

What are the central thematic areas covered in the work?

The work covers theoretical definitions of employer branding and leadership, the specific characteristics of female leadership, and practical insights into how these leadership styles affect organizational culture and recruitment.

What is the primary research question?

The primary research objective is to determine how female leaders influence a company's employer brand, whether they differ from male leaders, and how this leadership style impacts corporate governance and the resulting employer brand.

Which scientific methodology is utilized?

The study uses a qualitative empirical approach. This includes a theoretical literature review followed by expert interviews with seven female company leaders in male-dominated industries.

What topics are discussed in the main part of the thesis?

The main part examines corporate image, human resource policy, and recruiting processes, substantiated by a "best practice" study of Franz Hof GmbH, and concludes with management implications for positioning a female-led employer brand.

Which keywords best characterize the thesis?

Key terms include Employer Brand, Female Leadership, Corporate Culture, Recruiting, Transformational Leadership, and Employer Branding Strategy.

How does the "best practice" example contribute to the research?

The case study of Franz Hof GmbH, led by Katja Hof, serves as a practical application of the theoretical models discussed, illustrating how a female leader can affect economic success and employer brand perception in a male-dominated engineering company.

What is the "Employer Brand Wheel" mentioned in the management implications?

It is a conceptual framework adapted to the EB, divided into "hard facts" (benefits/attributes) and "soft facts" (tonality/image), used to strategically position a female-led company as an employer of choice.