How are Employer Branding, Employee Engagement, and Employee Experience perceived at Company X?
Sillanpää, Milla (2024)
2024
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052214460
https://urn.fi/URN:NBN:fi:amk-2024052214460
Tiivistelmä
The purpose of this thesis was to understand how employer branding, employee engagement and employee experience are perceived at Company X. Now more than ever, it's important to invest in employees as the market for top talent is highly competitive and people are increasingly aware of the type of employer they want to work for and align their values with their employer. This highlights the importance of employee experience and engagement in relation to employer brand and image.
The theoretical part introduces employer branding, employee engagement and employee experience, as well as the factors that influence these main themes on a deeper level and how they impact each other. For example, the importance of aligning perceptions and expectations of the employment relationship with employee engagement. Or what elements make up the employee experience and how they relate to employee engagement and the employer brand.
The research was conducted as qualitative research to gain a deeper understanding of the topic. A total of seven people were interviewed in personal face to face interviews via video calls. The interviews took place between April and May 2024. Two of the interviewees responded from the employer's and manager's perspective, while the remaining five responded from the employee's perspective. Video calls allowed the interviews to be recorded via Teams and transcribed using a transcription tool, which greatly accelerated the transcription process itself, but also required careful review of the transcriptions. The transcriptions allowed the data to be reviewed in a reliable and valid manner.
The data analysis was conducted using a data-driven approach, which allowed development points to be identified from the data, which were used to generate development ideas for Company X, as well as development ideas for possible further research.
The theoretical part introduces employer branding, employee engagement and employee experience, as well as the factors that influence these main themes on a deeper level and how they impact each other. For example, the importance of aligning perceptions and expectations of the employment relationship with employee engagement. Or what elements make up the employee experience and how they relate to employee engagement and the employer brand.
The research was conducted as qualitative research to gain a deeper understanding of the topic. A total of seven people were interviewed in personal face to face interviews via video calls. The interviews took place between April and May 2024. Two of the interviewees responded from the employer's and manager's perspective, while the remaining five responded from the employee's perspective. Video calls allowed the interviews to be recorded via Teams and transcribed using a transcription tool, which greatly accelerated the transcription process itself, but also required careful review of the transcriptions. The transcriptions allowed the data to be reviewed in a reliable and valid manner.
The data analysis was conducted using a data-driven approach, which allowed development points to be identified from the data, which were used to generate development ideas for Company X, as well as development ideas for possible further research.