Developing Online Recruitment Process for Cinnabon Finland
Lopyrev, Sergey (2015)
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Lataukset:
Lopyrev, Sergey
Haaga-Helia ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120319289
https://urn.fi/URN:NBN:fi:amk-2015120319289
Tiivistelmä
Since the times internet started to become accessible to the general public, employers noticed its effectiveness as a recruitment tool. Nowadays, a big percentage of recruitment happens online. Internet presents cost-effective opportunities to reach large pool of candidates, compared to pre-internet era recruitment tools.
In this thesis, the aim is to develop online recruitment process for Finnish franchisee of Cinnabon – an international chain of bakeries famous for its cinnamon rolls. The franchise started operating in Finland not so long ago – in spring 2015 – and currently it does not have a planned out recruitment process to support its future expansion goals. This is a procedural thesis that explains how the online recruitment process should be developed in practice.
The chosen theoretical framework, upon which an online recruitment process is constructed, is a recruitment guide based on the T-E-A-M recruitment philosophy. This philosophy consists of 4 main elements: identifying and targeting the candidate audience; building awareness and engaging them, developing employer brand; attracting desired candidates directly via recruitment communication channels; and finally assessing and maximizing the recruitment process. The guide was developed by CareerBuilder – one of the biggest employment websites. As a framework, it offers flexible approach to recruiting candidates, which is also quite suitably tailored for developing recruitment online, taking into account such modern tools as social media.
This is a product-oriented thesis, in which a framework is used to develop optimal online recruitment process from scratch for Cinnabon. Information is gathered using mainly qualitative research of current business situation of Cinnabon via interviews with the management and employees of the company, analysing the materials provided to franchisees, and consulting various online and written sources for informational background. The empirical part was completed in November 2015, at which point Cinnabon didn’t have its own established strategic recruitment process, but already recognized a need for one in the future.
The produced result is a 4-stage online recruitment process for Cinnabon, which is adapted to the realities of current Finnish labour market. The performed research shows that the online recruitment for a company is a complex process that needs to be planned many steps ahead before the actual vacancy advertisement is posted on the internet; it also needs to reflect the elements of company culture and employer brand to boost the effectiveness of recruitment and attract the best candidates available on the labour market.
In this thesis, the aim is to develop online recruitment process for Finnish franchisee of Cinnabon – an international chain of bakeries famous for its cinnamon rolls. The franchise started operating in Finland not so long ago – in spring 2015 – and currently it does not have a planned out recruitment process to support its future expansion goals. This is a procedural thesis that explains how the online recruitment process should be developed in practice.
The chosen theoretical framework, upon which an online recruitment process is constructed, is a recruitment guide based on the T-E-A-M recruitment philosophy. This philosophy consists of 4 main elements: identifying and targeting the candidate audience; building awareness and engaging them, developing employer brand; attracting desired candidates directly via recruitment communication channels; and finally assessing and maximizing the recruitment process. The guide was developed by CareerBuilder – one of the biggest employment websites. As a framework, it offers flexible approach to recruiting candidates, which is also quite suitably tailored for developing recruitment online, taking into account such modern tools as social media.
This is a product-oriented thesis, in which a framework is used to develop optimal online recruitment process from scratch for Cinnabon. Information is gathered using mainly qualitative research of current business situation of Cinnabon via interviews with the management and employees of the company, analysing the materials provided to franchisees, and consulting various online and written sources for informational background. The empirical part was completed in November 2015, at which point Cinnabon didn’t have its own established strategic recruitment process, but already recognized a need for one in the future.
The produced result is a 4-stage online recruitment process for Cinnabon, which is adapted to the realities of current Finnish labour market. The performed research shows that the online recruitment for a company is a complex process that needs to be planned many steps ahead before the actual vacancy advertisement is posted on the internet; it also needs to reflect the elements of company culture and employer brand to boost the effectiveness of recruitment and attract the best candidates available on the labour market.