The impact of employer branding marketing on becoming the employer of choice
Väisänen, Joanna (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023113033109
https://urn.fi/URN:NBN:fi:amk-2023113033109
Tiivistelmä
This bachelor’s thesis examines employer branding strategies and the importance of employer branding marketing on becoming the employer of choice. The objective of the thesis was to investigate key factors that influence top talents’ decision-making on selecting their employer for BC Platforms, and based on the research results develop an Employer Branding strategy.
The outcome of this thesis offers invaluable insight into understanding what motivations top talent has for selecting one employer over another. The purpose of the study was to understand the impact of employer branding marketing in the decision-making process for the top talent and developing an Employer Branding strategy that gives BC Platforms actionable steps for its implementation.
The thesis consists of a theoretical and empirical research. The former gives a thorough understanding based on the available literature on employer branding, marketing’s role in employer branding, and factors influencing employee decision on selecting their employer of choice. The latter provides results and valuable insights into factors that convinced top talent to select BC Platforms specifically as their employer of choice. Qualitative research was conducted to understand the specific reasons BC Platforms’ top talent had, and to measure the existing employer branding marketing on BC Platforms becoming the employer of choice.
The data was collected through qualitative semi-structured interviews. The sample included 8 people, divided into two groups: (1) scientific/commercial talent and (2) software developer/tech talent. All interviewees held senior or higher position at the company. The interviews were conducted remotely via the company’s Google Workspace due to the global aspect of the company and the interviewees being located internationally, and the interviews were recorded with the interviewees’ knowledge and permission.
The results showed that marketing communication had a marginal impact on attracting top talent to BC Platforms, mostly due to lack of appropriate materials. The key aspects that both groups valued as important was attributed to the possibilities for career growth. The clear difference between the two groups, as shown by the results, was placed on the importance of team dynamics and atmosphere for group 1, over meaningful challenges leading to personal growth offered by BC Platforms for group 2.
The purpose of the Employer Branding strategy is to ensure the company’s steady growth and that the company can realise its financial and strategic goals. Thanks to this thesis’ empirical research and results, a robust and dedicated strategy was developed, helping BC Platforms understand which factors need to be highlighted and improved in the recruitment processes and employer branding marketing efforts. The results suggest that employer branding marketing plays an important role in attracting top talent and stresses the importance of understanding these reasons and applying them in practice to succeed in becoming the employer of choice.
The outcome of this thesis offers invaluable insight into understanding what motivations top talent has for selecting one employer over another. The purpose of the study was to understand the impact of employer branding marketing in the decision-making process for the top talent and developing an Employer Branding strategy that gives BC Platforms actionable steps for its implementation.
The thesis consists of a theoretical and empirical research. The former gives a thorough understanding based on the available literature on employer branding, marketing’s role in employer branding, and factors influencing employee decision on selecting their employer of choice. The latter provides results and valuable insights into factors that convinced top talent to select BC Platforms specifically as their employer of choice. Qualitative research was conducted to understand the specific reasons BC Platforms’ top talent had, and to measure the existing employer branding marketing on BC Platforms becoming the employer of choice.
The data was collected through qualitative semi-structured interviews. The sample included 8 people, divided into two groups: (1) scientific/commercial talent and (2) software developer/tech talent. All interviewees held senior or higher position at the company. The interviews were conducted remotely via the company’s Google Workspace due to the global aspect of the company and the interviewees being located internationally, and the interviews were recorded with the interviewees’ knowledge and permission.
The results showed that marketing communication had a marginal impact on attracting top talent to BC Platforms, mostly due to lack of appropriate materials. The key aspects that both groups valued as important was attributed to the possibilities for career growth. The clear difference between the two groups, as shown by the results, was placed on the importance of team dynamics and atmosphere for group 1, over meaningful challenges leading to personal growth offered by BC Platforms for group 2.
The purpose of the Employer Branding strategy is to ensure the company’s steady growth and that the company can realise its financial and strategic goals. Thanks to this thesis’ empirical research and results, a robust and dedicated strategy was developed, helping BC Platforms understand which factors need to be highlighted and improved in the recruitment processes and employer branding marketing efforts. The results suggest that employer branding marketing plays an important role in attracting top talent and stresses the importance of understanding these reasons and applying them in practice to succeed in becoming the employer of choice.