Arbeitgeberattraktivität durch betriebliche Gesundheitsförderung: Eine Strategie für das Employer Branding?

In view of the labor shortage, companies are increasingly investing in employer branding in order to position themselves positively as an employer on the applicant market. At the same time, the awareness of the importance of health among individuals and companies is increasing. Can workplace health promotion (WHP) and communication about it increase employer attractiveness? In a scenario-based experimental online study, the study participants assessed the attractiveness of a company from the applicant role based on a company flyer with vs. without information about WHP offers. WHP communication has a positive effect on employer attractiveness, independently of gender, education level and age. The communication about WHP should be authentic, comprehensive and transparent and use established online channels.