Remote work as a universal solution for companies? A qualitative study of German companies' employer branding between demands and challenges of implementing work-family-flexibility measures

Abstract

This research project examined the role of remote work as part of familyoriented employer branding. The literature review indicates that there is no underlying research connecting the topics of remote work with strategic family-oriented employer branding. To gain insights into this rather unexplored topic, this project conducted 17 semi-structured guided interviews with interviewees from both Communication and Human Resource Departments representing different industries and companies of various sizes. The analysis and evaluation showed that there is no strategic connection between the use of remote work in employer branding and family issues within the companies yet. The usage of family-oriented measures depends on multiple factors and puts companies through a serious stress test. Over the last years, the demand for remote work increased significantly. This trend leads to new challenges and issues companies need to tackle. In summary, remote work can be viewed as an important part in a set of family-oriented employer branding measures. The future direction of this topic is uncertain and requires further research.