Employer Branding - fashion or the future? Investigation into the necessity of Employer Branding for organisations to attract talent - Case Study : Triodor Software
Pöyry, Elina (2012)
Pöyry, Elina
Metropolia Ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012080713083
https://urn.fi/URN:NBN:fi:amk-2012080713083
Tiivistelmä
The aim of this thesis was to find out whether employer branding is a necessary action every organisation should take to attract more job applicants, or is it just a current fashion invented by the Human Resources professionals. Besides investigating the general necessity of the concept, this research also gives recommendations to a company called Triodor Software about needed actions to increase the quality and quantity of their job applicants.
The need for this research aroused when current literature did not show any empirical evidence about what is actually attracting job seekers to apply for work in certain companies. A company called Triodor Software needed advice in attracting more and more talented job applicants, and the research aimed to help to find out whether employer branding is the solution.
A critical review of the current literature was carried out and an online questionnaire was distributed to the job applicants of Triodor Software to answer the research questions.
The results revealed that a globally or nationally known company might have the potential to attract job applicants without any specific employer branding actions. In a case of a more unfamiliar company in the local labour market however employer branding can be the key action to attract more job applicants. However, the research showed that different people represents different opinions and desires, and therefore a combination of employer brand and companies’ other brands can be the best solution to increase the quality and quantity of job applicants.
The need for this research aroused when current literature did not show any empirical evidence about what is actually attracting job seekers to apply for work in certain companies. A company called Triodor Software needed advice in attracting more and more talented job applicants, and the research aimed to help to find out whether employer branding is the solution.
A critical review of the current literature was carried out and an online questionnaire was distributed to the job applicants of Triodor Software to answer the research questions.
The results revealed that a globally or nationally known company might have the potential to attract job applicants without any specific employer branding actions. In a case of a more unfamiliar company in the local labour market however employer branding can be the key action to attract more job applicants. However, the research showed that different people represents different opinions and desires, and therefore a combination of employer brand and companies’ other brands can be the best solution to increase the quality and quantity of job applicants.