What do our employees think about us? : employer brand and employee value proposition in Company X

Abstract

The purpose of this research was to understand what employees in Company X in Finland think about Company X’s employer brand and the new employee value proposition company launched in 2023. Company X has undergone many different changes during the past few years and this research aims to understand if those changes have had impact on how employees see their employer.

This research was qualitative research. In this research interview content was analyzed by theory based content analysis method. Research materials were collected via interviews. Thirteen employees of Company X in Finland were interviewed in one-to-one setting to understand how employees experienced different elements of employer brand in the Company X and what they thought about the new employee value proposition.

Overall employees experience on employer brand elements was good as interviewees had more positive experiences and thoughts to share. Employees were more satisfied with a local matter the Finland organization has implemented locally than in global, corporate, policies and guidelines. Towards the new employee value proposition employees were uncaring and thought it being mandatory for each organization to have. Based on the research results from interviews a development plan was created for the Company X to develop elements of employer brand employees were not satisfied at.