Developing a plan for HAMK's employer corporate image

Abstract

The following study is a research-based thesis commissioned by Häme University of Applied Sciences (HAMK). The purpose of this thesis is to present a developing plan for the employer’s corporate image of HAMK and to examine the role of this corporate image for the company, as well as its role in the recruitment and retaining process. In order to study the concept of the employer image and to offer improvement suggestions, the research has covered some of the most important elements of the successful employer image. Namely, employer brand and identity, employer reputation, corporate culture, employee value proposition (EVP), visibility, corporate communication. The creation of a developing plan came as a result, based on the research conducted among new applicants and current employees of HAMK. The research methods used in this study are a qualitative interview with part of the HR staff of the commissioning company and theory-based analysis and quantitative questionnaire. SWOT analysis has been used as a tool for assessment of HAMK’s current situation regarding its employer image. The outcomes of this thesis project reinforced the need for such a developing plan. This plan suggests reconsidering the clear and open communication not only in-between the units but also during the recruiting process. Attracting and retaining talents requires an easy and quick applying process, positive corporate culture, transparency, clear goals, and the possibility for growth and professional development.