The Development of Employer Image and Its Effect on Talent Acquisition : Case FinVector Oy
Kukkola, Aku Juhani (2020)
Lataukset:
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120225732
https://urn.fi/URN:NBN:fi:amk-2020120225732
Tiivistelmä
The thesis focuses on development of employer image and its effect on the case company’s talent acquisition. The objective was to examine if FinVector Oy’s activities towards developing a more significant employer image had affected its accessibility and talents applying to the company.
The literature review of the thesis contains subjects such as human resource management, talent management, employer branding and employer image. The company’s HR was interviewed in order to gain understanding about the concept behind the process and what concrete actions they initiated to develop a greater employer image.
The research was implemented by interviewing FinVector’s employees to get valid data about the company’s accessibility, the overall success of employer branding and employer image and its connection to employees’ background both before and after the development process. Additionally, these employees’ exposure to internal marketing was examined as it has proven to be one of the essential aspects of building employer image.
The study results show that trendlines are aligning in a way that the development process has affected talent acquisition, as the company’s public presence and employer image seem to gain a more and more extensive role in the future. Additionally, the rise of online platforms as the company’s tool to reach talents and vice versa was distinguishable even in such a short time frame. The results allude that online platforms and social media gradually replace traditional media, such as newspapers and word-of-mouth in first appearances, which also indicates that the company is on the right track with moving their presence online. As the value of factors that build employer image increase in the eyes of talents, the importance of employer image increases as well.
The literature review of the thesis contains subjects such as human resource management, talent management, employer branding and employer image. The company’s HR was interviewed in order to gain understanding about the concept behind the process and what concrete actions they initiated to develop a greater employer image.
The research was implemented by interviewing FinVector’s employees to get valid data about the company’s accessibility, the overall success of employer branding and employer image and its connection to employees’ background both before and after the development process. Additionally, these employees’ exposure to internal marketing was examined as it has proven to be one of the essential aspects of building employer image.
The study results show that trendlines are aligning in a way that the development process has affected talent acquisition, as the company’s public presence and employer image seem to gain a more and more extensive role in the future. Additionally, the rise of online platforms as the company’s tool to reach talents and vice versa was distinguishable even in such a short time frame. The results allude that online platforms and social media gradually replace traditional media, such as newspapers and word-of-mouth in first appearances, which also indicates that the company is on the right track with moving their presence online. As the value of factors that build employer image increase in the eyes of talents, the importance of employer image increases as well.