Company X - social media strategy
Karhiaho, Sanni (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202205057404
https://urn.fi/URN:NBN:fi:amk-202205057404
Tiivistelmä
The thesis was commissioned by Company X because they had concerns about their employer image and attractiveness to young people in Finland. The commissioner already had a social media strategy but suspected that it was not effective and that a new social media strategy may be needed.
The objective of the research was to determine the state of Company X’s image among young people both internally and externally, and to determine whether they perceive Company X as an attractive employer. The research aimed to determine the effectiveness of Company X’s current communications and discover where young people seek information on potential employers. The research was conducted using mixed quantitative and qualitative surveys. The surveys were conducted on two groups: Company X employees in Finland under 35 and potential employees under the age of 35. The surveys were conducted by an external firm and the author analyzed the data that was relevant for the research.
The research found that Company X’s current social media communications are ineffective for communicating with their young potential employees. It illuminated a disconnect between the internal image held by Company X’s employees and the external portrayal of Company X on social media. It was determined that developing a new social media strategy that correctly communicates Company X’s value proposition to their current and potential employees is necessary. The research determined the key social media channels for communicating with the target audience.
The social media strategy helps Company X create meaningful, interesting, and personable content for social media that helps the company reach their objective of improving their employee attractiveness. After the social media strategy has been implemented, the performance of the strategy should be measured regularly, and the strategy should be updated as needed. Company X should also implement a social media plan and utilize a social media calendar. Moving forward, Company X should investigate their other communication channels to ensure that they are effective as well and manage their relationship with news channels. Company X should also conduct further research on their future potential employees who are still in school and develop a strategy to target them.
The objective of the research was to determine the state of Company X’s image among young people both internally and externally, and to determine whether they perceive Company X as an attractive employer. The research aimed to determine the effectiveness of Company X’s current communications and discover where young people seek information on potential employers. The research was conducted using mixed quantitative and qualitative surveys. The surveys were conducted on two groups: Company X employees in Finland under 35 and potential employees under the age of 35. The surveys were conducted by an external firm and the author analyzed the data that was relevant for the research.
The research found that Company X’s current social media communications are ineffective for communicating with their young potential employees. It illuminated a disconnect between the internal image held by Company X’s employees and the external portrayal of Company X on social media. It was determined that developing a new social media strategy that correctly communicates Company X’s value proposition to their current and potential employees is necessary. The research determined the key social media channels for communicating with the target audience.
The social media strategy helps Company X create meaningful, interesting, and personable content for social media that helps the company reach their objective of improving their employee attractiveness. After the social media strategy has been implemented, the performance of the strategy should be measured regularly, and the strategy should be updated as needed. Company X should also implement a social media plan and utilize a social media calendar. Moving forward, Company X should investigate their other communication channels to ensure that they are effective as well and manage their relationship with news channels. Company X should also conduct further research on their future potential employees who are still in school and develop a strategy to target them.