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Employer brand image of Kämp Collection Hotels
Kristal, Tairi (2022)
Kristal, Tairi
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120526512
https://urn.fi/URN:NBN:fi:amk-2022120526512
Tiivistelmä
This study examines different areas that influence employer brand image and attractiveness. The primary objective was to determine how Kämp Collection Hotels is perceived as an employer. Attracting and retaining talent is vital for companies where service quality and customer experience rely highly on their employees. Strategic employer branding could be used to achieve a competitive advantage by attracting and retaining talent, and enhancing performance and efficiency.
This research includes theory and empirical sections. The literature references theory from relevant literature regarding improving employer attractiveness through internal and external employer branding, the importance of recruitment, and the overall brand image effect on employer attractiveness. Additionally, the typical challenges in employer branding are examined. This study is based on a quantitative method, and the survey was conducted as an internet questionnaire, which forty-one respondents answered.
The study results indicate that respondents’ willingness to apply to a hotel chain correlates with their opinion of the brand. The results imply that brand image plays a smaller role when an employee is already employed in the company and presents other aspects that become more important. The results showed that the commissioning company is now considered a market leader and, compared to its competitors, is more attractive as an employer. The study showed that former employees with more negative attitudes towards the company are also less willing to apply to other hotel chains. In the case of the commissioning company, the onboarding process and induction could be improved to amend the employee experience.
There are clear implications that factors suggested in the literature affect employer brand image and the attractiveness of the commissioning company. This study does not take the goals and employer branding strategy of Kämp Collection Hotels into consideration. Therefore, efficacy has not been examined. The conclusions drawn in this study are intended to provide recommendations to the company on how to create an effective employer branding strategy and to deal with the common challenges a company might face.
This research includes theory and empirical sections. The literature references theory from relevant literature regarding improving employer attractiveness through internal and external employer branding, the importance of recruitment, and the overall brand image effect on employer attractiveness. Additionally, the typical challenges in employer branding are examined. This study is based on a quantitative method, and the survey was conducted as an internet questionnaire, which forty-one respondents answered.
The study results indicate that respondents’ willingness to apply to a hotel chain correlates with their opinion of the brand. The results imply that brand image plays a smaller role when an employee is already employed in the company and presents other aspects that become more important. The results showed that the commissioning company is now considered a market leader and, compared to its competitors, is more attractive as an employer. The study showed that former employees with more negative attitudes towards the company are also less willing to apply to other hotel chains. In the case of the commissioning company, the onboarding process and induction could be improved to amend the employee experience.
There are clear implications that factors suggested in the literature affect employer brand image and the attractiveness of the commissioning company. This study does not take the goals and employer branding strategy of Kämp Collection Hotels into consideration. Therefore, efficacy has not been examined. The conclusions drawn in this study are intended to provide recommendations to the company on how to create an effective employer branding strategy and to deal with the common challenges a company might face.