Rebecca Bilger

Candidate Experience: Eine empirische Analyse der Recruiting-Prozesse am Beispiel der Generation Y

This article examines the individual experiences of applicants during the recruiting process. It ... more This article examines the individual experiences of applicants during the recruiting process. It investigates whether their requirements for modern recruiting are fulfilled. The consideration focuses on the target group of students of the generation Y. To enable a holistic approach, a triangulation method is applied. A qualitative preliminary study is used for the explorative investigation of the research subject and generates profound insights. These insights demonstrate the status quo of the prevailing candidate experience within the generation Y. As a result, hypotheses are derived and verified in the second part of the study. Statistical evaluation me-

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Der Wandel des archetypischen Heldenbildes im modernen Marketing: Eine explorative Untersuchung des Heldenmotivs in Werbekampagnen

This article analyses the alteration of the archetypal hero image in current advertising. Based o... more This article analyses the alteration of the archetypal hero image in current advertising. Based on the thesis that the archetype hero is still used in marketing today, selected advertising campaigns of the brands Hornbach and Duplo of the last 5 years are analysed. With the help of a criteria catalogue the characteristic of the hero motive and the respective hero role is investigated. The results show that hero patterns still can be found in current campaigns, but the alignment of the hero has changed. He is not a superhero with supernatural abilities any more, but he is characterized by grit and bargaining power. The reason for this alteration can be found in current trends that require a credible brand staging. To reach this staging, consumers' unconscious emotions are triggered with a realistic hero motive. Thus the buying behaviour is influenced in a positive way and the consumer is activated.

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Zukunftswerkstatt für KMU : Die Online-Lernplattform „Google Zukunftswerkstatt“, eine Bildungsinitiative vonGoogle Deutschland, bietet einen kostenlosen Workshop für all jene, die ihre digitalenKompetenzen aufbauen und sich mit Online-Marketing vertraut machen möchten

Der Wandel des archetypischen Heldenbildes im modernen Marketing : Eine explorative Untersuchung des Heldenmotivs in Werbekampagnen

This article analyses the alteration of the archetypal hero image in current advertising. Based o... more This article analyses the alteration of the archetypal hero image in current advertising. Based on the thesis that the archetype hero is still used in marketing today, selected advertising campaigns of the brands Hornbach and Duplo of the last 5 years are analysed. With the help of a criteria catalogue the characteristic of the hero motive and the respective hero role is investigated. The results show that hero patterns still can be found in current campaigns, but the alignment of the hero has changed. He is not a superhero with supernatural abilities any more, but he is characterized by grit and bargaining power. The reason for this alteration can be found in current trends that require a credible brand staging. To reach this staging, consumers’ unconscious emotions are triggered with a realistic hero motive. Thus the buying behaviour is influenced in a positive way and the consumer is activated.

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Candidate Experience: Eine empirische Analyse der Recruiting-Prozesse am Beispiel der Generation Y

This article examines the individual experiences of applicants during the recruiting process. It ... more This article examines the individual experiences of applicants during the recruiting process. It investigates whether their requirements for modern recruiting are fulfilled. The consideration focuses on the target group of students of the generation Y. To enable a holistic approach, a triangulation method is applied. A qualitative preliminary study is used for the explorative investigation of the research subject and generates profound insights. These insights demonstrate the status quo of the prevailing candidate experience within the generation Y. As a result, hypotheses are derived and verified in the second part of the study. Statistical evaluation methods are used to investigate the suspected relationships. The five demonstrated hypotheses confirm a lasting impact on the candidate experience. This includes a professional appearance of the company representatives during a job interview, an intensive communication with the applicants, an individual feedback as well as the duratio...

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Google Zukunftswerkstatt für KMU

Markenbrand, 2018

This article examines the "Google Zukunftswerkstatt" ("Google Digital Garage") -a tool invented b... more This article examines the "Google Zukunftswerkstatt" ("Google Digital Garage") -a tool invented by Google to support anyone who is interested in learning more about Online Marketing. It is assumed that this tool can have significant positive impacts on the brand presence of small and medium-sized enterprises (SME). On this purpose, Google as a Search Engine as well as the "Google Zukunftswerkstatt" with a special focus on the manner of its functioning are being introduced. Based on this, some specific lections of the theme library are being investigated. To determine whether the tool can help building up a successful online presence, the experience of a SME manager is used as evidence. This analysis gives indication that the "Google Zukunftswerkstatt" indeed can help raising knowhow about online possibilities necessary to lead a successful enterprise.

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