Employer Brand Experience from Employees´ Perspective for Company X
Ikonen, Anna (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053116740
https://urn.fi/URN:NBN:fi:amk-2023053116740
Tiivistelmä
This thesis work examines how the employees in the company experience the company´s employer brand in garage and automotive industry. The objective for this study was, that the Company X could start building their employer brand based on the results, starting from their internal employer brand. Also, the goal was to find solutions how to retain the employees and increase their engagement towards the company. Therefore, it was vital to understand the current internal employer brand experience from the employees´ point of view in the company.
This study was based on mixed methods. The quantitative survey was conducted via Webporol as internet-based questionnaire and the total number of respondents was thirty-five. The purpose of the survey was to gain numerical information about the strong and weak areas of the current employer brand and different dimensions effecting on engagement and retention in the company. The qualitative interview with open questions for volunteer respondents complemented the results of the quantitative survey.
This thesis work has theoretical and empirical sections. The theoretical section gives insights on areas of internal employer brand experience in organizations, importance of building the employer brand, and the challenge of retaining the talent in today´s business environment, through relevant literature and online sources. The empirical section provides the results of the research and conclusions about the employer brand experience and further recommendations for the company.
Finding out answers for strong and weak areas in company´s employer brand and reasons for lack of retention and engagement were important, because also many other companies may have challenges to find motivated and engaged workforce in this industry. This challenge is seen especially in garage business area, inside this company. The results show the areas where specifically the company should concentrate on, when building their internal employer brand and retaining existing employees.
When thinking about retention in the company and its different organizations, nearly all respondents consider better communication and support from the management very important, if they are going to stay in the company in the future. The results also indicate that the company will need more integrated employer branding activities and clear employer branding strategy.
This study was based on mixed methods. The quantitative survey was conducted via Webporol as internet-based questionnaire and the total number of respondents was thirty-five. The purpose of the survey was to gain numerical information about the strong and weak areas of the current employer brand and different dimensions effecting on engagement and retention in the company. The qualitative interview with open questions for volunteer respondents complemented the results of the quantitative survey.
This thesis work has theoretical and empirical sections. The theoretical section gives insights on areas of internal employer brand experience in organizations, importance of building the employer brand, and the challenge of retaining the talent in today´s business environment, through relevant literature and online sources. The empirical section provides the results of the research and conclusions about the employer brand experience and further recommendations for the company.
Finding out answers for strong and weak areas in company´s employer brand and reasons for lack of retention and engagement were important, because also many other companies may have challenges to find motivated and engaged workforce in this industry. This challenge is seen especially in garage business area, inside this company. The results show the areas where specifically the company should concentrate on, when building their internal employer brand and retaining existing employees.
When thinking about retention in the company and its different organizations, nearly all respondents consider better communication and support from the management very important, if they are going to stay in the company in the future. The results also indicate that the company will need more integrated employer branding activities and clear employer branding strategy.