Internal employer branding at LähiTapiola Vellamo
Storhammar, Janita (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023061123455
https://urn.fi/URN:NBN:fi:amk-2023061123455
Tiivistelmä
This research aimed to examine and identify the strengths of internal employer branding and to develop improvement recommendations for LähiTapiola Vellamo. It was conducted to evaluate the current stage of internal employer branding between employees. The purpose of the research was to increase employee retention and improve the attractiveness of the employer within the organisation.
The theory of this thesis included the basics of internal employer branding as well as overall employer branding. It identified the different elements behind internal employer branding, including employer promise, organisational culture, employee satisfaction and performance, and employee retention. The method of the research was quantitative to receive a broad sample. The data was collected through an online survey. There were 63 answers from the survey which consisted of LähiTapiola Vellamo employees. All responses were analysed through a statistical program.
The research showed that the internal employer branding at LähiTapiola Vellamo is excellent, and the employees show satisfaction with their employer. Importantly the employees would recommend LähiTapiola Vellamo as an employer and do not have ideas about leaving. The work atmosphere was identified as a key branding aspect for the employees, salary and other benefits, and flexible work hours. Considering the results, improvement suggestions were difficult to identify, but feedback sessions, training opportunities, and exit surveys were recommended.
The theory of this thesis included the basics of internal employer branding as well as overall employer branding. It identified the different elements behind internal employer branding, including employer promise, organisational culture, employee satisfaction and performance, and employee retention. The method of the research was quantitative to receive a broad sample. The data was collected through an online survey. There were 63 answers from the survey which consisted of LähiTapiola Vellamo employees. All responses were analysed through a statistical program.
The research showed that the internal employer branding at LähiTapiola Vellamo is excellent, and the employees show satisfaction with their employer. Importantly the employees would recommend LähiTapiola Vellamo as an employer and do not have ideas about leaving. The work atmosphere was identified as a key branding aspect for the employees, salary and other benefits, and flexible work hours. Considering the results, improvement suggestions were difficult to identify, but feedback sessions, training opportunities, and exit surveys were recommended.