The Retailers' Struggle in the Battle for Talent

In a business environment of growing complexity, increasing competition and shifting consumer demand, human resources have become a source of competitive advantage. This has caused a fundamental reorientation of recruiting processes. Many industries focus mainly on university graduates in order to gain the competencies they need to cope with the market's dynamics. Considering it a `battle for talent', more and more businesses pursue an intensive employer branding to develop and maintain a favourable profile among students. The following article discusses how successful companies manage these image-building activities.