Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
Back To Schedule
Tuesday, May 3 • 10:30am - 10:50am
Who Will Win the War for Talent in Media Industries: Corporates or Startups?

Log in to save this to your schedule, view media, leave feedback and see who's attending!

In the last couple of years, in Germany as well as in other parts of Europe, startup companies have become more and more attractive for young professionals of Generation Y. Especially in the realm of digital media, new ventures that aim at innovation, scalability and growth are launched at a rapid pace. For this study we asked German students from the field of media and communication where they prefer to work after graduation: Do students decide in favor of entrepreneurial media startups or well-established corporates? The study addresses this question by investigating the critical impact factors that explain the decision to work for a future employer. Based on a literature review, a theoretical framework is developed bringing together the following dimensions: (a) psychological, (b) economical and (c) functional benefits as well as (d) personal characteristics. Results show that startup companies have to be recognized as strong competitors for established corporates. The big media players do not appear to be as attractive now as they were several years ago. An innovative working environment is a critical factor in decision finding in our sample. However, salary as well as status symbols and prestige of the company still play a vital role, too. Therefore, it depends on personal views, preferences and previous work experiences, whether students find a company attractive or not. Nevertheless, we advise media companies – startups as well as corporates – to focus more on employer branding, since loyalty for an employer is rapidly decreasing under todays’ conditions of “War for talent”.

avatar for Christopher Buschow

Christopher Buschow

Juniorprofessor, Bauhaus-Universität Weimar
Dr. Christopher Buschow lehrt und forscht zu Unternehmertum in der Medienbranche. Zum Wintersemester 2018/19 ist er als Juniorprofessor für „Organisation und vernetzte Medien“ an der Bauhaus-Universität Weimar tätig. Als Mitinitiator des „Media Entrepreneurship“-Programms... Read More →

Rabea Laugemann

Hanover University of Music Drama and Media

Beate Schneider

Hanover University of Music Drama and Media

avatar for Angela Lee

Angela Lee

The University of Texas at Dallas
Angela M. Lee (Ph.D., UT-Austin) is an assistant professor of Emerging Media and Communication at the University of Texas at Dallas. Her research focuses on audience analysis, media management, behavior prediction, and journalism ethics. Angela’s work is published in peer-reviewed... Read More →

Tuesday May 3, 2016 10:30am - 10:50am EDT
Room Bateman Law School
  Media Entrepreneurship
  • Manuscript # 1006
  • Session # A11