It’s Not Me, It’s You – Creating a Diverse, Equitable, and Inclusive Employer Brand
Jarner, Krista (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202405028762
https://urn.fi/URN:NBN:fi:amk-202405028762
Tiivistelmä
Finland's emerging labour market faces a critical concern: a looming labour shortage. Foreign talent graduates come to Finland for education, only to disperse globally after graduation. Yet, within this challenge lies an opportunity—the power of employer branding to redefine the story. Concurrently, there is a growing discourse surrounding diversity, equity, and inclusion in the workplace, underscoring the importance of considering individuals from diverse backgrounds, including those facing challenges or disabilities. This study recommends attracting and retaining top talent by highlighting the significance of diversity, equity, and inclusion in employer branding and evaluating their impact on employers and employees.
The theoretical framework of the thesis was structured around two main chapters. The first chapter dealt with employer branding, exploring its benefits, strategies, measurement methods, culture-specific employer branding, and the role of employee experience. The second chapter addressed Diversity, Equity, and Inclusion (DEI) in the workplace, encompassing discussions on DEI terminology, cultural diversity management, and the DEI maturity journey. Additionally, the chapter discussed the benefits and challenges of DEI, culminating in an analysis of the connection between DEI and employer branding.
The research employed mixed methods, with semi-structured interviews conducted between 1 December 2023 and 21 February 2024 as the primary data collection method with five experts from various sectors related to employer branding. Additionally, a survey was used as a secondary data collection method, open from 25 March 2024 to 4 April 2024, gathering responses from the employer branding audience in Finland. Combining theory, expert interviews, and the survey, the study offered a comprehensive outlook on the thesis topic.
The research findings highlighted several key points. First, there is a growing interest in employer branding and DEI in Finland, yet their implementation in companies is still in its early stages. Second, authenticity is crucial in employer branding efforts, underlining the importance of aligning company values and branding. Third, work-life balance is a significant factor in shaping a positive employee experience, which is crucial for attracting foreign talent to Finland. Lastly, an employer brand should focus on engaging the desired audience through content that resonates with them, addressing their interests. Hence, it’s not me, it’s you, the target audience. In conclusion, the thesis provides practical guidelines for organisations in Finland to enhance their modern DEI employer brand, all of which are informed by rigorous research.
The theoretical framework of the thesis was structured around two main chapters. The first chapter dealt with employer branding, exploring its benefits, strategies, measurement methods, culture-specific employer branding, and the role of employee experience. The second chapter addressed Diversity, Equity, and Inclusion (DEI) in the workplace, encompassing discussions on DEI terminology, cultural diversity management, and the DEI maturity journey. Additionally, the chapter discussed the benefits and challenges of DEI, culminating in an analysis of the connection between DEI and employer branding.
The research employed mixed methods, with semi-structured interviews conducted between 1 December 2023 and 21 February 2024 as the primary data collection method with five experts from various sectors related to employer branding. Additionally, a survey was used as a secondary data collection method, open from 25 March 2024 to 4 April 2024, gathering responses from the employer branding audience in Finland. Combining theory, expert interviews, and the survey, the study offered a comprehensive outlook on the thesis topic.
The research findings highlighted several key points. First, there is a growing interest in employer branding and DEI in Finland, yet their implementation in companies is still in its early stages. Second, authenticity is crucial in employer branding efforts, underlining the importance of aligning company values and branding. Third, work-life balance is a significant factor in shaping a positive employee experience, which is crucial for attracting foreign talent to Finland. Lastly, an employer brand should focus on engaging the desired audience through content that resonates with them, addressing their interests. Hence, it’s not me, it’s you, the target audience. In conclusion, the thesis provides practical guidelines for organisations in Finland to enhance their modern DEI employer brand, all of which are informed by rigorous research.