Perception of Company's Brand Image from Perspective of Young Talents : Case: Ericsson AB
Rogova, Mariia (2018)
Rogova, Mariia
Jyväskylän ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018121621819
https://urn.fi/URN:NBN:fi:amk-2018121621819
Tiivistelmä
Employer branding plays the key role for organization’s position on the market as it allows to attract and retain the right talent. Strengthening the brand image provides the company with a powerful instrument to communicate its message and vision to the potential candidates. The purpose of this research study was to examine the perception of the case company’s current brand image from the perspective of students and recent post-graduates and to determine if Ericsson in Sweden is considered to be an attractive workplace for young professionals. Ericsson Packet Core in Sweden is now more of a software company rather than a telecom company, as a result, the brand image needs to be updated. The primary objective of this study is to identify the weaknesses and strengths in the branding strategy of Ericsson’s employer image taking into consideration the differences in perceptions between internal and external members of the organization.
The Literature Review has built a strong theoretical framework that covered the key concepts to create a foundation for the present research. Triangulation method was used for data collection and analysis, which included semi-structured interviews with 7 company representatives for the qualitative section and questionnaires based on a Likert scale for the quantitative section featuring 105 respondents.
According to the results, the clear communication of the changing brand image plays the crucial role in attracting young talents with matching skills and profiles. Taking into consideration the case of the company in focus, the lack of efficient connection between the company’s values and prospective candidates can be seen as the main weakness. Based on the results, the recommendations concerning the formulation of the transparent and understandable message and the proposition to the potential applicants are given.
The Literature Review has built a strong theoretical framework that covered the key concepts to create a foundation for the present research. Triangulation method was used for data collection and analysis, which included semi-structured interviews with 7 company representatives for the qualitative section and questionnaires based on a Likert scale for the quantitative section featuring 105 respondents.
According to the results, the clear communication of the changing brand image plays the crucial role in attracting young talents with matching skills and profiles. Taking into consideration the case of the company in focus, the lack of efficient connection between the company’s values and prospective candidates can be seen as the main weakness. Based on the results, the recommendations concerning the formulation of the transparent and understandable message and the proposition to the potential applicants are given.