A Renewed Employer Branding Strategy for a Technology Company
Harkai, Orsolya (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053116422
https://urn.fi/URN:NBN:fi:amk-2023053116422
Tiivistelmä
This master’s thesis is concerned with the topic of employer branding. It’s a development-oriented thesis that provides a detailed overview of the main topic and results in a practical, renewed employer branding strategy for a technology company.
The main objective of this study is to design a new employer branding strategy for a case company, that positively contributes to the organization’s business strategy, and addresses talent attraction.
The research approach of this paper is qualitative research with a single case study research strategy. Methods of data collections are chosen to be textual analysis, netnography, interview and observing. The timeline of the research is 2023 spring.
Theoretical concepts and frameworks used in this thesis are related to the main topic of employer branding. The themes of strategic human resource management, talent attraction and retention, employee engagement and experience, strategic brand management, marketing and communication, digital marketing, social media marketing and content marketing are outlined. Additionally, specific employer branding theories such as employer brand equity, employer value proposition, employer brand roadmap, employer brand architecture, employer brand touchpoints and employer brand measurement are also explored.
The key result of the research is a renewed employer branding strategy that is based on the Employer Brand Roadmap™ and its four phases of concept, design, integration and evaluation. The new strategy includes a thorough current state analysis, employer brand elements, activations, stakeholders, as well as metrics and ways of employer branding performance measurement.
The main objective of this study is to design a new employer branding strategy for a case company, that positively contributes to the organization’s business strategy, and addresses talent attraction.
The research approach of this paper is qualitative research with a single case study research strategy. Methods of data collections are chosen to be textual analysis, netnography, interview and observing. The timeline of the research is 2023 spring.
Theoretical concepts and frameworks used in this thesis are related to the main topic of employer branding. The themes of strategic human resource management, talent attraction and retention, employee engagement and experience, strategic brand management, marketing and communication, digital marketing, social media marketing and content marketing are outlined. Additionally, specific employer branding theories such as employer brand equity, employer value proposition, employer brand roadmap, employer brand architecture, employer brand touchpoints and employer brand measurement are also explored.
The key result of the research is a renewed employer branding strategy that is based on the Employer Brand Roadmap™ and its four phases of concept, design, integration and evaluation. The new strategy includes a thorough current state analysis, employer brand elements, activations, stakeholders, as well as metrics and ways of employer branding performance measurement.