Strengthening Employer Brand in an Expert Organization
Aalto, Veera (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052411567
https://urn.fi/URN:NBN:fi:amk-2022052411567
Tiivistelmä
The objective of this master’s thesis is to make a thorough plan for the case company to strengthen their employer brand as well as sustain it in the longer run. The plan includes detailed information about tools, actions, and teams in charge. The purpose of this master’s thesis is to start the developing work for a stronger employer brand for the case company. The plan is made as easy to follow and as low effort as possible, as the case company struggles with resources.
The case company is operating in the platform economy field and wishes not to be mentioned by name. The company has been running since 2015 and it has around 90 employees. The case company has its headquarters in Finland but is also operating in few other countries in Europe and around the world.
The theoretical framework consists of platform economy, employer branding, company culture and leadership. Employer branding framework is divided into basic information of the concept, why it is important, employee engagement, measuring employer brand, tools, employer branding return of investment and employer value proposition.
Information about the case company’s current employer brand was collected with a survey. The survey was sent to current employees as well as employees who resigned in 2021. The research approaches used are quantitative research as well as qualitative research. The research approach was chosen as it provides a wide enough information base to be able to plan for developing the company’s employer brand.
The survey results indicate that the employer brand is currently at a decent level. The employees share the same values as the case company, and they are proud of where they work at. The biggest issues are with focus and clarity on what comes to company goals and daily tasks. According to the research, the employees are likely to participate in the employer branding work if they are given a path to follow and some guidelines.
Keywords: employer branding, company culture, leadership
The case company is operating in the platform economy field and wishes not to be mentioned by name. The company has been running since 2015 and it has around 90 employees. The case company has its headquarters in Finland but is also operating in few other countries in Europe and around the world.
The theoretical framework consists of platform economy, employer branding, company culture and leadership. Employer branding framework is divided into basic information of the concept, why it is important, employee engagement, measuring employer brand, tools, employer branding return of investment and employer value proposition.
Information about the case company’s current employer brand was collected with a survey. The survey was sent to current employees as well as employees who resigned in 2021. The research approaches used are quantitative research as well as qualitative research. The research approach was chosen as it provides a wide enough information base to be able to plan for developing the company’s employer brand.
The survey results indicate that the employer brand is currently at a decent level. The employees share the same values as the case company, and they are proud of where they work at. The biggest issues are with focus and clarity on what comes to company goals and daily tasks. According to the research, the employees are likely to participate in the employer branding work if they are given a path to follow and some guidelines.
Keywords: employer branding, company culture, leadership