Developing Employer Brand Voice Communication in Recruitment: Case Ubisoft RedLynx
Rynty, Paula (2020)
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Lataukset:
Rynty, Paula
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051912413
https://urn.fi/URN:NBN:fi:amk-2020051912413
Tiivistelmä
This study examines the current state of brand voice communication in the candidate messaging activities of the case company Ubisoft RedLynx. The objective of the study was to develop and streamline the transmission of the brand voice during the case company’s recruitment process.
The study consisted of six project tasks supporting the primary objective of the thesis project. These project tasks included preparing the theoretical framework, analyzing the brand voice transmission in the current candidate messaging templates, preparing the brand vocabulary for supporting candidate communication activities, creating the new candidate communication templates, presenting the new message templates and brand vocabulary, and evaluating the project.
The study involved qualitative methods only. First, qualitative documentation analysis was conducted to establish the strengths and development points of the existing candidate communication templates. Then, qualitative interviews with the case company’s recruitment and communications staff were carried out. The interviews aimed to obtain information about the current steps and practices of the recruitment process, the interviewees’ insight and development wishes regarding the existing candidate communication templates, and how the company’s employer brand could be transmitted more effectively in the candidate communication templates.
The interviews showed that the existing candidate communication templates brought added value to the company’s recruitment messaging activities. However, it became evident that the existing template resources were limited, causing other types of candidate messaging to be created from scratch. The resulting time constraints affected the quality and consistency of candidate communication. In addition, the results from the interviews suggested that the templates could convey the company’s brand voice more effectively in terms of word choice and information transmission.
Based on the results from the existing documentation analysis and qualitative interviews, the new candidate communication templates and brand vocabulary were created. The candidate communication templates covered stages from the attraction to the selection of the recruitment process. The brand vocabulary included words, terms, and phrases faithful to the company’s brand voice attributes and was integrated into the case company’s brand voice guide.
The study consisted of six project tasks supporting the primary objective of the thesis project. These project tasks included preparing the theoretical framework, analyzing the brand voice transmission in the current candidate messaging templates, preparing the brand vocabulary for supporting candidate communication activities, creating the new candidate communication templates, presenting the new message templates and brand vocabulary, and evaluating the project.
The study involved qualitative methods only. First, qualitative documentation analysis was conducted to establish the strengths and development points of the existing candidate communication templates. Then, qualitative interviews with the case company’s recruitment and communications staff were carried out. The interviews aimed to obtain information about the current steps and practices of the recruitment process, the interviewees’ insight and development wishes regarding the existing candidate communication templates, and how the company’s employer brand could be transmitted more effectively in the candidate communication templates.
The interviews showed that the existing candidate communication templates brought added value to the company’s recruitment messaging activities. However, it became evident that the existing template resources were limited, causing other types of candidate messaging to be created from scratch. The resulting time constraints affected the quality and consistency of candidate communication. In addition, the results from the interviews suggested that the templates could convey the company’s brand voice more effectively in terms of word choice and information transmission.
Based on the results from the existing documentation analysis and qualitative interviews, the new candidate communication templates and brand vocabulary were created. The candidate communication templates covered stages from the attraction to the selection of the recruitment process. The brand vocabulary included words, terms, and phrases faithful to the company’s brand voice attributes and was integrated into the case company’s brand voice guide.