Talent Management: Improvement of the Employee Selection and Retention Process through Service Design: Development of The Employee Journey Map to impact employee retention

Abstract

The objective of this study was to examine selection and retention process in an organization to improve employee retention. The first choice was banking industry of Finland and the aim was to understand Finnish banking industry’s previous selection and retention process. Since the industry is on a fast track of digitalization, another objective was to see, how the industry is behaving with the current human resource, how service design can improve selection and retention process in the current industry practices. However, after several unsuccessful attempts it was realized that data collection would be difficult due to limited communication resources and sharing confidential data would be hazardous for banks.

Therefore, the aim of this study was shifted to banking industry in Pakistan, although data sharing issue would remain the same, but due to being my native country I could gather relative information to support this study, the target was to understand employee prospective after selection in the organization, what factors motivate employees to create long term relation with the organization and what forces drive employees to quit their jobs.

Qualitative and quantitative research methods used in this thesis to understand case company policies. Structured interviews and survey executed to find out employees prospective. Service design methods tested with case company employees by using real personas, service blueprint constructed with company data, empathy map, and value preposition created to find employees insight. Employee journey map co-created in the workshop as final thesis result.