External Employer Branding Guide to Attract Talents Case Company: InterContinental Saigon Hotel & Residences
Nguyen, Hien Anh (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052411661
https://urn.fi/URN:NBN:fi:amk-2019052411661
Tiivistelmä
The objective of this product-based thesis is to create an external employer branding guide to attract talents for the commissioning party, that is, InterContinental Saigon Hotel & Residences. The guide is a five-step external employer branding process with detailed instructions mostly suitable for organizations which have little to no experience in the topic. The commissioning company is a 5-star hotel in Vietnam that has never had any external employer branding practices in its business.
This thesis has five project tasks to tackle the topic. They are (1) preparing a theoretical employer branding framework, (2) investigating competitors’ practices within the same business field for reference purpose, (3) writing a guide for the case company on how to attract talents through external employer branding, (4) obtaining feedback from the case company on the guide and finalizing it, and (5) evaluating the project.
The literature review introduces the theoretical framework surrounding employer branding and its aspects. It continues to present the five-step process of external employer branding. A competitor analysis is done by examining five different hotels’ employer branding activities on Facebook and LinkedIn to finally draw key findings and suggestion for the case company.
This thesis helps to strengthen employer branding knowledge and reviews the current practices of employer branding in the hospitality industry in Vietnam.
This thesis has five project tasks to tackle the topic. They are (1) preparing a theoretical employer branding framework, (2) investigating competitors’ practices within the same business field for reference purpose, (3) writing a guide for the case company on how to attract talents through external employer branding, (4) obtaining feedback from the case company on the guide and finalizing it, and (5) evaluating the project.
The literature review introduces the theoretical framework surrounding employer branding and its aspects. It continues to present the five-step process of external employer branding. A competitor analysis is done by examining five different hotels’ employer branding activities on Facebook and LinkedIn to finally draw key findings and suggestion for the case company.
This thesis helps to strengthen employer branding knowledge and reviews the current practices of employer branding in the hospitality industry in Vietnam.