Analyzing Potential Employees' Perceptions of Employer Branding at the Case Company
Farzanehkari, Parastoo (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112730725
https://urn.fi/URN:NBN:fi:amk-2024112730725
Tiivistelmä
This thesis explores how potential job seekers perceive the employer branding of an anonymized large recruitment agency in Finland. The main purpose was to evaluate and develop the company's employer branding strategy to attract top talent within the Finnish job market.
Grounded in key concepts of employer branding, such as internal and external strategies, the role of Employee Value Proposition, and recruitment communication, the research employed a qualitative approach with semi-structured interviews involving six potential employees familiar with the company. These considerations were pursued to capture perceptions of the company’s Employee Value Proposition, efficiency of recruitment marketing, and reputation.
Over a two-month period, data was collected in under a week and right away analyzed in the following week using thematic content analysis. Results discovered that job seekers prioritize clear communication about career development and work-life balance. The analysis indicated a vital need for the company to boost its online presence and communication strategies to enhance its market visibility and attractiveness.
The research concludes that strategic improvements in digital engagement and transparent communication could noticeably strengthen the company’s employer branding. Such improvements would make the company a distinct and respected employer in Finland, appealing to a diverse talent pool and promoting a lasting organizational reputation. These findings not only offer strategic insights into the Case company but also enrich the broader discourse on employer branding, highlighting the critical role of communication in attracting and retaining top talent.
Grounded in key concepts of employer branding, such as internal and external strategies, the role of Employee Value Proposition, and recruitment communication, the research employed a qualitative approach with semi-structured interviews involving six potential employees familiar with the company. These considerations were pursued to capture perceptions of the company’s Employee Value Proposition, efficiency of recruitment marketing, and reputation.
Over a two-month period, data was collected in under a week and right away analyzed in the following week using thematic content analysis. Results discovered that job seekers prioritize clear communication about career development and work-life balance. The analysis indicated a vital need for the company to boost its online presence and communication strategies to enhance its market visibility and attractiveness.
The research concludes that strategic improvements in digital engagement and transparent communication could noticeably strengthen the company’s employer branding. Such improvements would make the company a distinct and respected employer in Finland, appealing to a diverse talent pool and promoting a lasting organizational reputation. These findings not only offer strategic insights into the Case company but also enrich the broader discourse on employer branding, highlighting the critical role of communication in attracting and retaining top talent.