Personal Branding and Employee Advocacy in Finnish Companies : Is Personal Branding and Employee Advocacy beneficial
Katila, Sonja (2016)
Metropolia Ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605198712
https://urn.fi/URN:NBN:fi:amk-201605198712
Tiivistelmä
The objective of this thesis is to determine if companies can benefit from employee advocacy and personal branding; how can they benefit from it and if there are any negative sides to it. The research is limited specifically to Finnish companies.
A literature review was conducted to gain an overview of how marketing and branding has evolved until this year and to help understand how employee advocacy and personal branding can be used in companies and to see what benefits and disadvantages they have. To understand how they could be used in Finnish companies, a qualitative research method was conducted with a Finnish company to gain insight on the Finnish market.
The results of the study showed that both employee advocacy and personal branding, if done properly, is beneficial for Finnish companies. There are certain risks for companies when adapting the methods, but with management and training the risks can be minimised.
The principal conclusion was that Finnish companies can benefit from personal branding and employee advocacy and that they should adapt it into their marketing strategies, if they have not already.
A literature review was conducted to gain an overview of how marketing and branding has evolved until this year and to help understand how employee advocacy and personal branding can be used in companies and to see what benefits and disadvantages they have. To understand how they could be used in Finnish companies, a qualitative research method was conducted with a Finnish company to gain insight on the Finnish market.
The results of the study showed that both employee advocacy and personal branding, if done properly, is beneficial for Finnish companies. There are certain risks for companies when adapting the methods, but with management and training the risks can be minimised.
The principal conclusion was that Finnish companies can benefit from personal branding and employee advocacy and that they should adapt it into their marketing strategies, if they have not already.