The Influence of the Employer Brand on the Recruiting Process of Finnish Generation Z

Abstract

The goal of the thesis is to find out how the employer brand affects the recruiting process of Finnish Generation Z. For this purpose, the thesis first covers theory about recruiting and the employer brand. For the empirical part of the thesis, an article by Kathy Steele describing five steps to create a better employer brand, was chosen as the basis. The empirical part consists of two qualitative studies.

For the first qualitative study a recruiter was interviewed. The purpose of the interview was to find out their opinion on the five steps mentioned by Steele. Additionally, the thesis should show how important the employer brand is for the recruiting process.

The second qualitative study consists of eight interviews with representatives of the target employee group. In these interviews their opinions on the five steps were investigated. The purpose of the interview was to find out how implementing these steps would affect their thoughts on applying for a position.

The ultimate goal of the thesis was to find out how to best attract the target employee group. A recommendation on what a company should do to attract them was made at the end of the thesis.