Company values as a foundation for building an HR-brand : case: Maritime Montering AS
Kuznetsova, Yulia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023061523965
https://urn.fi/URN:NBN:fi:amk-2023061523965
Tiivistelmä
The goal of the research is to identify the potential prospects of HR-brand and to determine the necessity of using this strategy for the case company. The relevance of this topic stands on the increasing connection of HR-brand with the effective work of the company. The main goal of the HR-brand is to create a management concept with clear and understandable priorities that will contribute to the company's efficiency, attract, and retain high-quality employees, and maintain their loyalty to the company in the future.
The research is conducted in cooperation with Maritime Montering AS initiated by the author. The study consists of two parts - theoretical and empirical. The theoretical part is based on a review of the literature and other possible sources. It consisted of defining the concept of HR-brand, its components, touched upon the issues of its creation, benefits and integration into the corporate culture. The empirical part is based on interviews with representatives of the key company.
The research is conducted by qualitative method using the inductive method. The primary data collection is based on semi-structured type of interview with partial implementation of structured method.
Speaking about the results of the research, the author concluded that a strong HR-brand is a definite advantage of the company, which should be achieved. But it is a very long-term strategy and a lot of work both inside and outside the company. For an HR-brand to begin to form – the company need to have decent values, a strong corporate culture and time.
The research is conducted in cooperation with Maritime Montering AS initiated by the author. The study consists of two parts - theoretical and empirical. The theoretical part is based on a review of the literature and other possible sources. It consisted of defining the concept of HR-brand, its components, touched upon the issues of its creation, benefits and integration into the corporate culture. The empirical part is based on interviews with representatives of the key company.
The research is conducted by qualitative method using the inductive method. The primary data collection is based on semi-structured type of interview with partial implementation of structured method.
Speaking about the results of the research, the author concluded that a strong HR-brand is a definite advantage of the company, which should be achieved. But it is a very long-term strategy and a lot of work both inside and outside the company. For an HR-brand to begin to form – the company need to have decent values, a strong corporate culture and time.