Developing and defining the employer branding strategy How can employer branding be used to attract talent in the martech industry: Case Avidly
Edevbaro, Enoma (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052711937
https://urn.fi/URN:NBN:fi:amk-2021052711937
Tiivistelmä
The objective of this thesis is to determine if employer branding can help Avidly become more attractive as an employer in the martech industry. The research is limited specifically to Avidly Agency.
A literature review was conducted to gain an overview of how marketing and branding have evolved and to help understand how employer branding can be used to increase Avidly’s company attractiveness specifically in the martech industry. To understand how employer branding could help increase company attractiveness, qualitative research utilising the case study approach was conducted with a Finnish martech company Avidly, to gain insight into the company and the market.
The results of the study showed that employer branding if done systematically and implemented strategically, is beneficial for Avidly. There are certain matters to consider when aiming to create an efficient employer branding strategy but with the right management, measurement and implementation the benefits to company attractiveness, are clear.
The principal conclusion was that Avidly can benefit from creating an employer branding strategy, and when aligned with corporate strategy can become an attractive employer in the martech industry.
A literature review was conducted to gain an overview of how marketing and branding have evolved and to help understand how employer branding can be used to increase Avidly’s company attractiveness specifically in the martech industry. To understand how employer branding could help increase company attractiveness, qualitative research utilising the case study approach was conducted with a Finnish martech company Avidly, to gain insight into the company and the market.
The results of the study showed that employer branding if done systematically and implemented strategically, is beneficial for Avidly. There are certain matters to consider when aiming to create an efficient employer branding strategy but with the right management, measurement and implementation the benefits to company attractiveness, are clear.
The principal conclusion was that Avidly can benefit from creating an employer branding strategy, and when aligned with corporate strategy can become an attractive employer in the martech industry.