Improving the Employer Brand of Finnish Gaming Industry
Oittila, Hanna (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052012493
https://urn.fi/URN:NBN:fi:amk-2020052012493
Tiivistelmä
This Bachelor’s thesis studies the importance and strategy behind an employer brand in the Finnish game industry, as well as millennials and their preferences as a target segment.
The goal of the thesis is to unwrap the complexity of the employer brand, and to make recommendations on how it should be formed to be appealing for the wanted target segment. The recommendations are based on both primary and secondary data collected in the process of writing the thesis.
The thesis consists of background information and justifications for the choice of topic, introduction of the commissioning company and the research questions and demarcation that were decided for this thesis.
The employer brand as a concept is explained in a chapter creating the theoretical framework for the qualitative and quantitative research done for the thesis. The theoretical framework will also cover specifics of the industry and information of millennials as the largest segment of workforce.
The research design and the results are presented in different chapters, and they share the insights based on the primary data that was collected. The results chapter includes a conclusion of the key findings in the study. The primary data in the thesis is collected through a survey and an interview with respondents currently working in the game industry.
The last chapter will present the conclusions of the whole thesis, the kay findings, and the recommendations made for further research about the topic as well as recommendations made for improving the employer brand in the industry. The key recommendations are personalized content through relevant communication channels and consistently working on creating authentic experiences and maintaining the company culture. The chapter also includes notes of personal learning and the feedback collected from the commissioning company.
The goal of the thesis is to unwrap the complexity of the employer brand, and to make recommendations on how it should be formed to be appealing for the wanted target segment. The recommendations are based on both primary and secondary data collected in the process of writing the thesis.
The thesis consists of background information and justifications for the choice of topic, introduction of the commissioning company and the research questions and demarcation that were decided for this thesis.
The employer brand as a concept is explained in a chapter creating the theoretical framework for the qualitative and quantitative research done for the thesis. The theoretical framework will also cover specifics of the industry and information of millennials as the largest segment of workforce.
The research design and the results are presented in different chapters, and they share the insights based on the primary data that was collected. The results chapter includes a conclusion of the key findings in the study. The primary data in the thesis is collected through a survey and an interview with respondents currently working in the game industry.
The last chapter will present the conclusions of the whole thesis, the kay findings, and the recommendations made for further research about the topic as well as recommendations made for improving the employer brand in the industry. The key recommendations are personalized content through relevant communication channels and consistently working on creating authentic experiences and maintaining the company culture. The chapter also includes notes of personal learning and the feedback collected from the commissioning company.