Helen Keller, 25 years old, is a psychology student about to finish her Master of Science at Philipps-University Marburg, Germany.
After having gained her Bachelor degree in psychology at Philipps-University in September 2016 she stayed at the university to absolve its master program with thematic focus on social and economic psychology. Besides her passion for her studies in organizational and work psychology Helen always had an extraordinary interest in theories on consumer behavior and marketing strategies. This interest was even intensified when she completed an internship in qualitative market research in Hamburg, Germany. From this point on she got unsatisfied with the master program’s scarce approach on consumer and advertising psychology and eventually decided to self-manage her education by visiting a lecture on international marketing and market research by the department of business administration. It was there where she got offered the possibility to connect theories of organization psychology and marketing by writing interdisciplinary master thesis.
Currently Helen can thus combine both her interest in human resource management as well as consumer behavior within the research of her thesis on employer branding.Investigating the preference of job seekers provides the perfect settings to conduct a market research type study in a theoretical HR context. The hypotheses of her research hence focus on the influence of different aspects of job offers on applicants’ preference between employing organizations. Helen uses an Adaptive Choice-based Conjoint Analysis as it is the best fitting and also most realistic method to measure preference in choice situations. She hopes the results will lead to a better understanding of applicant’s perceptions of attractive job conditions and a therefore more effective employer branding. Helen even dares to imagine that her research contributes to the progress of working conditions from conservative HR beliefs towards a more employee friendly future.