D&I in employer branding: meaningfulness of diversity in a “Great place to work”
Myrä, Janina (2022)
Myrä, Janina
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022111722968
https://urn.fi/URN:NBN:fi:amk-2022111722968
Tiivistelmä
Currently, numerous forces have been affecting contemporary work markets forcing businesses to re-think and modify their procedures what comes to their main capital – the people, employees and workforce. Stakeholders of today represent variety of attributes, skills, competencies and needs. This paper is focused on studying the relevance of diversity and inclusion (D&I) in the context of employer branding. How meaningful is D&I to employer branding and how those inter-act together? In globally evolving landscape, it has become more and more difficult for firms to stand out from the competitors, attract and retain best talent and maintain ethically functioning and supportive work culture. Open mindset and appreciation towards differences has undeniably had positive impact on working environment and competitiveness, inside-out. However, diversity is not always easy to manage, or understand in-depth.
The thesis is a qualitative case study research. Research-based approach is favourable when examining an ongoing phenomenon and deepen knowledge in addition to its relatively autono-mous style of work. The research concentrates on studying Finnish “Great Place to Work” certified organization via document analysis, since company online data may contribute as an important source in digitally dominating atmosphere. End findings and conclusions aim to assist firms and their professionals to foster their employer brand and re-evaluate the meaning of D&I. At the same time, raising awareness and curiosity of a subject is relevant in order to enhance understanding, also from future studies perspective.
Results of research conducted during Spring–Summer 2022 showed that there seems to be a link between fair practices, equality and internal and external employer branding. Despite of this, there are other components contributing into branding success and great work culture, D&I being only one of them. Generally speaking, D&I seem not to be yet fully exploited and often utilized via minimal and vague dimensions as part of firm’s responsibility and sustainability strategies. In all, there lies communications gap in strategical aims, standards and implementation in practice. Managing diverse entities and people elevate the meaning of ethically correct leadership.
The thesis is a qualitative case study research. Research-based approach is favourable when examining an ongoing phenomenon and deepen knowledge in addition to its relatively autono-mous style of work. The research concentrates on studying Finnish “Great Place to Work” certified organization via document analysis, since company online data may contribute as an important source in digitally dominating atmosphere. End findings and conclusions aim to assist firms and their professionals to foster their employer brand and re-evaluate the meaning of D&I. At the same time, raising awareness and curiosity of a subject is relevant in order to enhance understanding, also from future studies perspective.
Results of research conducted during Spring–Summer 2022 showed that there seems to be a link between fair practices, equality and internal and external employer branding. Despite of this, there are other components contributing into branding success and great work culture, D&I being only one of them. Generally speaking, D&I seem not to be yet fully exploited and often utilized via minimal and vague dimensions as part of firm’s responsibility and sustainability strategies. In all, there lies communications gap in strategical aims, standards and implementation in practice. Managing diverse entities and people elevate the meaning of ethically correct leadership.