External Employer Branding Guide for SMEs
Kacija, Shkodran (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105057045
https://urn.fi/URN:NBN:fi:amk-202105057045
Tiivistelmä
The set objective of this product-based thesis was the creation of an external employer branding guide for small to medium-sized enterprises that have little to no experience in the topic globally.
There were four project tasks chosen to tackle the main objective. These tasks were:
1. Preparing the theoretical framework, 2. Investigating prior international and external topic studies, practices, and competition, 3. Creating the end product, and 4. Evaluating project management and outcomes.
The literature review of this thesis was reached with the help of theoretical books and professionals surrounding employer branding throughout time. The empirical part was realized through a desktop study that included investigation and analysis of prior research and re- views, trends, and recent best employers. The investigation of top exemplary employers, which were based on ranking awards, was accomplished through a digital examination of activities on social media platforms and company websites in the years 2020 and 2021.
The end product became a detailed and instructive guide in the form of a presentation. Through the creation of the guide, the most effort was put into strengthening the reader’s comprehension of employer branding. Additionally, the guide has been filled with current and ongoing relevant practices and suggestions based on this paper’s research results. The distinctive process presented in the guide came to be by the combination of traditional and modern frameworks. This was deemed the most practicable in global activities.
This paper achieved the set objective through the compression of the literature review and empirical part, as well as the decisions to make the guide a step-by-step instructive presentation that includes this paper as a supporting element providing in-depth information to the reader when implementing the guide.
There were four project tasks chosen to tackle the main objective. These tasks were:
1. Preparing the theoretical framework, 2. Investigating prior international and external topic studies, practices, and competition, 3. Creating the end product, and 4. Evaluating project management and outcomes.
The literature review of this thesis was reached with the help of theoretical books and professionals surrounding employer branding throughout time. The empirical part was realized through a desktop study that included investigation and analysis of prior research and re- views, trends, and recent best employers. The investigation of top exemplary employers, which were based on ranking awards, was accomplished through a digital examination of activities on social media platforms and company websites in the years 2020 and 2021.
The end product became a detailed and instructive guide in the form of a presentation. Through the creation of the guide, the most effort was put into strengthening the reader’s comprehension of employer branding. Additionally, the guide has been filled with current and ongoing relevant practices and suggestions based on this paper’s research results. The distinctive process presented in the guide came to be by the combination of traditional and modern frameworks. This was deemed the most practicable in global activities.
This paper achieved the set objective through the compression of the literature review and empirical part, as well as the decisions to make the guide a step-by-step instructive presentation that includes this paper as a supporting element providing in-depth information to the reader when implementing the guide.