How to build an effective Employer Brand
Nguyen, Vy Nhat (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020082719933
https://urn.fi/URN:NBN:fi:amk-2020082719933
Tiivistelmä
In today’s world, the talent market has never been so competitive as a result of the Talent War and Talent Shortage (Mosley, 2014). This makes it harder for employers to find and retain the right talent than ever before. In the meantime, Employer Brand is believed to be the most powerful tool to win the war for talent (Wilden, Gudergan & Lings, 2010; Chambers, Foulon, Jones, Hankin, Michael III, 2017). Therefore, the objective of this research is to define the process to build an effective Employer Brand to attract and retain the right talent.
In the theoretical framework, the concept of Employer Brand and its benefits to businesses were first introduced; followed by a brief discussion about the talent war and talent shortage to emphasize the necessity of developing an Employer Brand. The theory continued with a step-guide on how to build an effective Employer Brand and ended with the discussion about the one key element for a successful Employer Brand.
In the empirical research, the qualitative method was applied and primary data was collected by the author through semi-structured interviews with five experts in the field to gain in-depth insights and professional perspectives on the thesis topic.
The research result contains answers to the three research questions of what, why, and how to build Employer Brand. In detail, Employer Brand is the perception the talent has about a company as an employer. Owning an intentional Employer Brand is beneficial to a business in terms of attracting and retaining the right talent, supporting business growth in general, and is also a critical tool to fight against the talent war and talent shortage. The process of building an Employer Brand consists of four phases: Discovery, Analysis & Creation, Implementation & Communication, and Measurement. Being strategic is believed to be the most important factor for a successful Employer Brand.
In the theoretical framework, the concept of Employer Brand and its benefits to businesses were first introduced; followed by a brief discussion about the talent war and talent shortage to emphasize the necessity of developing an Employer Brand. The theory continued with a step-guide on how to build an effective Employer Brand and ended with the discussion about the one key element for a successful Employer Brand.
In the empirical research, the qualitative method was applied and primary data was collected by the author through semi-structured interviews with five experts in the field to gain in-depth insights and professional perspectives on the thesis topic.
The research result contains answers to the three research questions of what, why, and how to build Employer Brand. In detail, Employer Brand is the perception the talent has about a company as an employer. Owning an intentional Employer Brand is beneficial to a business in terms of attracting and retaining the right talent, supporting business growth in general, and is also a critical tool to fight against the talent war and talent shortage. The process of building an Employer Brand consists of four phases: Discovery, Analysis & Creation, Implementation & Communication, and Measurement. Being strategic is believed to be the most important factor for a successful Employer Brand.