Competitor analysis: Konecranes global employer brand image
Puumalainen, Joona (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121630594
https://urn.fi/URN:NBN:fi:amk-2022121630594
Tiivistelmä
This thesis was commissioned by Konecranes, which is the world-leading lifting equipment manufacturer originating from Finland. The objective of this thesis was to analyze Konecranes’ global employer brand image for Konecranes to understand the gaps in their external employer brand image and to have suggestions on how to improve them. With this thesis, Konecranes could understand their external employer brand situation better, as well as have ideas on how to improve external employer brand image further.
The theoretical framework of this thesis includes concepts from branding, employer branding, competitor analysis methods, and research methods for social media engagement which are relevant to the subject area. The research methodology of this research included both quantitative and qualitative research methods. The quantitative research methods included primary data collection from social media channels, and qualitative research methods used in this thesis were based on the theoretical framework presented. The main focus of the research was competitor analysis itself, where the data was gathered by observing the competitors. The competitor analysis was conducted with four different companies. Two of the companies were direct competitors, which operate in the same industry as Konecranes, and the other two analyzed companies were listed as high-performing companies.
The main outcome of the research was that Konecranes’ external employer brand is faring well, and there were no clear gaps regarding employer brand image. There were certain areas where Konecranes could improve, such as improving their homepage to be more engaging and utilizing their excellent brand values more to the brand engagement. Developmental suggestions were presented on how to further improve the external brand image, and with these findings, Konecranes can improve its external employer brand in the future.
The theoretical framework of this thesis includes concepts from branding, employer branding, competitor analysis methods, and research methods for social media engagement which are relevant to the subject area. The research methodology of this research included both quantitative and qualitative research methods. The quantitative research methods included primary data collection from social media channels, and qualitative research methods used in this thesis were based on the theoretical framework presented. The main focus of the research was competitor analysis itself, where the data was gathered by observing the competitors. The competitor analysis was conducted with four different companies. Two of the companies were direct competitors, which operate in the same industry as Konecranes, and the other two analyzed companies were listed as high-performing companies.
The main outcome of the research was that Konecranes’ external employer brand is faring well, and there were no clear gaps regarding employer brand image. There were certain areas where Konecranes could improve, such as improving their homepage to be more engaging and utilizing their excellent brand values more to the brand engagement. Developmental suggestions were presented on how to further improve the external brand image, and with these findings, Konecranes can improve its external employer brand in the future.