Employer brand and gender diversity : Case: Ericsson Finland
Paldanius, Marko (2017)
Paldanius, Marko
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705046427
https://urn.fi/URN:NBN:fi:amk-201705046427
Tiivistelmä
The objective of the study is to increase the number of external female applicants applying to Ericsson Finland by increasing the visibility of the company amongst the candidate groups.
Gender diversity is one of the most important diversity areas for Ericsson globally and locally. Recently company has been having challenges to have enough potential external female candidates applying to open positions. As the war for talent is fierce in order for Ericsson Finland to compete in the changing markets there is an acute need to engage fully with candidates from both genders. There is plethora of studies showing positive effects for companies with diverse workforce through “gender disruption”. In overall positive results through more innovative and diverse workforce has been described. Gender diversity has been associated with increased sales revenue, more customers and greater relative profits.
In order for Ericsson Finland to increase its gender diversity, establishing, maintaining and positioning the unique attractive image of the company is needed. This will help to enhance the Employer Branding of the company. The branding message will be delivered to the identified candidate groups through Employer Value Propositions that should be focused to the target groups directly. In order for Ericsson Finland to ensure the effectiveness of its branding efforts it is important that Employer Value Propositions are truthful and in line with the Employee Experience in order to create strong and positive Employer Brand.
Results from the study conducted show lower mean values in overall for females than for males throughout the survey. This could reflect the fact that females are lacking visibility on the company related information and the company itself. Males also found gender diversity in overall more important than females did. This could reflect the fact that female candidates are lacking the overall visibility on the company and they don’t want to be identified as gender quota candidates but instead want to earn their own place through their skills.
In order to enhance the engagement and employer brand image to female candidates Employment Brand Relationship Ladder -model should be utilized to collect important brand information from potential candidate groups outside the organization and also from inside the organization. By doing this the results should help to renew and create Employer Value Propositions to targeted female candidate groups in order to increase the visibility of the company and increase the number of potential female applicants.
Gender diversity is one of the most important diversity areas for Ericsson globally and locally. Recently company has been having challenges to have enough potential external female candidates applying to open positions. As the war for talent is fierce in order for Ericsson Finland to compete in the changing markets there is an acute need to engage fully with candidates from both genders. There is plethora of studies showing positive effects for companies with diverse workforce through “gender disruption”. In overall positive results through more innovative and diverse workforce has been described. Gender diversity has been associated with increased sales revenue, more customers and greater relative profits.
In order for Ericsson Finland to increase its gender diversity, establishing, maintaining and positioning the unique attractive image of the company is needed. This will help to enhance the Employer Branding of the company. The branding message will be delivered to the identified candidate groups through Employer Value Propositions that should be focused to the target groups directly. In order for Ericsson Finland to ensure the effectiveness of its branding efforts it is important that Employer Value Propositions are truthful and in line with the Employee Experience in order to create strong and positive Employer Brand.
Results from the study conducted show lower mean values in overall for females than for males throughout the survey. This could reflect the fact that females are lacking visibility on the company related information and the company itself. Males also found gender diversity in overall more important than females did. This could reflect the fact that female candidates are lacking the overall visibility on the company and they don’t want to be identified as gender quota candidates but instead want to earn their own place through their skills.
In order to enhance the engagement and employer brand image to female candidates Employment Brand Relationship Ladder -model should be utilized to collect important brand information from potential candidate groups outside the organization and also from inside the organization. By doing this the results should help to renew and create Employer Value Propositions to targeted female candidate groups in order to increase the visibility of the company and increase the number of potential female applicants.