State of Employer Branding in Nordic SaaS Companies in 2024
Sharma, Riya (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121535947
https://urn.fi/URN:NBN:fi:amk-2024121535947
Tiivistelmä
This thesis investigates the state of employer branding (EB) in Nordic Software as a Service (SaaS) companies in 2024, focusing on how these organizations utilize EB strategies to enhance talent acquisition. The background of the study highlights the increasing importance of employer branding in a competitive job market, particularly within the rapidly evolving SaaS sector. The objective of the research was to explore the various approaches to employer branding adopted by Nordic SaaS companies and to assess their effectiveness in attracting top talent.
The research employed a qualitative methodology, consisting of interviews with eight participants. The participants included C-level executives and HR professionals, providing a comprehensive perspective on employer branding practices. Data collection occurred over a three-month period, during which insights were gathered regarding the strategies implemented, challenges faced, and perceived outcomes of employer branding efforts.
The findings revealed that while most companies recognized the value of employer branding, their approaches varied based on organizational context and resources. Key strategies included leveraging multi-channel communication, fostering employee advocacy, and emphasizing cultural alignment. The results indicated that effective employer branding not only attracts high-calibre candidates but also enhances organizational reputation and employee retention. The study concludes that Nordic SaaS companies must prioritize tailored employer branding initiatives to remain competitive in the talent market, particularly as they navigate the challenges of growth and market expansion.
The research employed a qualitative methodology, consisting of interviews with eight participants. The participants included C-level executives and HR professionals, providing a comprehensive perspective on employer branding practices. Data collection occurred over a three-month period, during which insights were gathered regarding the strategies implemented, challenges faced, and perceived outcomes of employer branding efforts.
The findings revealed that while most companies recognized the value of employer branding, their approaches varied based on organizational context and resources. Key strategies included leveraging multi-channel communication, fostering employee advocacy, and emphasizing cultural alignment. The results indicated that effective employer branding not only attracts high-calibre candidates but also enhances organizational reputation and employee retention. The study concludes that Nordic SaaS companies must prioritize tailored employer branding initiatives to remain competitive in the talent market, particularly as they navigate the challenges of growth and market expansion.