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How does brand reputation impact the recruitment of staff in the ground handling at Helsinki-Vantaa airport

Pesonen, Antti (2023)

 
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Pesonen, Antti
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023102828093
Tiivistelmä
This thesis aims to research brand reputation impact on the recruitment of ground handling staff at Helsinki-Vantaa airport. Research was conducted using a mixed methods approach, which included a literature review. Research findings suggest that brand reputation does have a significant impact on recruitment.

The survey results suggest that there is room for improvement in how ground handling companies communicate their employer brand. Ground handling companies could improve their brand reputation by emphasizing their unique attributes and company values in their branding efforts. Interacting though social media platforms and presenting their company in schools to raise awareness and attract new talent. Investing in employee satisfaction to create a positive work environment to keep employee satisfaction high.

Study had some limitations. Survey sample size was small due to lack of network or partner in the survey process.

Future research could focus on conducting a larger survey on ground handling with the co-operation of a ground handling company to get a more comprehensive understanding of the importance of brand reputation. Second suggestion for future research could explore the relationship between employee satisfaction and brand image in the ground handling industry.
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