Employer brand and the recruitment process : Leadin oy

Abstract

Leadin is a company that designs and builds digital services. Based in Tampere with offices also in Helsinki, Germany and the UK, Leadin is experiencing fast growth, which makes attracting new talent to the company increasingly important and timely. The present thesis aimed to find out how this could be done better. The objective was to ascertain how Leadin’s employer brand is viewed, how well their recruitment process works currently, and what types of job seekers would find Leadin as a good employer. 12 most recently recruited Leadin employees were interviewed for this thesis with the data analysed first using content analysis methods, and further using service design methods of service blueprint and personas.

The analysis showed Leadin’s employer brand to be internally strong with a distinct personality. Employees were motivated and happy especially about the workplace community, culture, atmosphere and flexibility. However, Leadin was shown to be not very well known in the job market, and it struggles to make its main concept easily understood. This poses challenges for Leadin’s marketing. The data showed Leadin’s recruitment process to work well, receiving great feedback for their interviews and feedback to practical assignments. Based on the interview data, three job applicant personas were also produced.

The research concluded in development suggestions for enhancing Leadin’s recruitment process and employer brand with a new service blueprint that aims to be faster and more agile, plans to raise Leadin’s awareness levels, as well as employing an employee value proposition to be used as a commitment to excellence for the current workforce and attracting new talent to the company. A large-scale employer brand study for all employees is suggested, as well as continuous feedback from all applicants in Leadin’s recruitment process.