Employer Brand Perception: A Case Study of Employee Perspectives at JKU Linz

In a constantly changing world of work, strategic differentiation through an appealing and clearly positioned employer brand is becoming a decisive factor for attracting and retaining talent. Demographic shifts, changing societal values, and a shrinking workforce have intensified the competition for highly qualified talent. In this environment, strategic marketing is important for enabling organizations to distinguish themselves and establish a compelling employer brand. For Higher Education Organizations (HEOs), which operate in a highly competitive and dynamic sector, it is essential to position themselves effectively as attractive employers to stand out from their competitors.
This master’s thesis examines how employer branding is internally perceived in an academic context, and which factors influence it. As part of a qualitative case study at Johannes Kepler University Linz, 20 semi-structured interviews were conducted with employees from various departments. The results show both positively perceived aspects, such as working environment and campus life, as well as critical points. These include complex administrative processes and a discrepancy between communicated values and lived reality. The results prove that employer branding needs to be approached as a holistic process that integrates structure, culture, and leadership. In practice, this means that HEOs, particularly universities, should invest more in transparent internal communication, simplify administrative processes, and ensure greater consistency between communicated values and lived reality. Such measures not only contribute to employee satisfaction and retention but also enhance the long-term attractiveness of the employer and increase competitiveness in the labor market.