Exploring the perception of Company X among their prospective international workforce in Finland
Metsäneva, Vilma (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120432451
https://urn.fi/URN:NBN:fi:amk-2025120432451
Tiivistelmä
The focus of this thesis was to understand how international workforce perceive Company X. The research was commissioned by a Finnish personnel service company operating in Southern Finland. The topic is timely as the company intends to expand its worker pool to include non-Finnish-speaking employees, while the systems and structures required to support this shift are not yet in place. By examining the factors that could help the company become an employer of choice, the findings offer valuable insights that can support recruitment practices, onboarding processes and multicultural workplace policies.
The study was conducted by combining a theoretical framework built around employee value proposition and employer branding theories, complemented with diversity management practices to contextualise these concepts for an international workforce. Methodologically, the research followed a qualitative and descriptive approach to examine existing perceptions, the factors shaping them, and the measures the company can adopt to meet diverse needs. Empirical data were collected through a survey distributed to students enrolled in programmes across three schools and representing three different fields of study, resulting in 131 responses that formed the basis for analysis.
The findings indicate that international employees prioritize language support, cultural adaptation and English-accessible processes throughout all stages of employment in an organization they can connect with. Company X suffers from low brand awareness and is not widely perceived as welcoming due to restrictive language requirements. Early experiences strongly shape perceptions, highlighting the need for immediate improvements visible in both internal and external communication. The study concludes that inclusive onboarding, tailored support and systems as well as structured language training are key for building trust and integration, ultimately reshaping Company X’s identity and making it more attractive to international talent.
The study was conducted by combining a theoretical framework built around employee value proposition and employer branding theories, complemented with diversity management practices to contextualise these concepts for an international workforce. Methodologically, the research followed a qualitative and descriptive approach to examine existing perceptions, the factors shaping them, and the measures the company can adopt to meet diverse needs. Empirical data were collected through a survey distributed to students enrolled in programmes across three schools and representing three different fields of study, resulting in 131 responses that formed the basis for analysis.
The findings indicate that international employees prioritize language support, cultural adaptation and English-accessible processes throughout all stages of employment in an organization they can connect with. Company X suffers from low brand awareness and is not widely perceived as welcoming due to restrictive language requirements. Early experiences strongly shape perceptions, highlighting the need for immediate improvements visible in both internal and external communication. The study concludes that inclusive onboarding, tailored support and systems as well as structured language training are key for building trust and integration, ultimately reshaping Company X’s identity and making it more attractive to international talent.