The hunt for new talent : a case study on employer branding
Schmerber, Christine (2022)
Schmerber, Christine
2022
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022111522790
https://urn.fi/URN:NBN:fi:amk-2022111522790
Tiivistelmä
The thesis was commissioned by company X to improve the awareness of the company’s trainee programme in Finland. The objectives of this thesis were to assess the current state of the employer brand and to find recommendations to improve the employer branding of the trainee programme and tactics used for recruitment marketing to increase awareness.
The research included a SWOT analysis that yielded qualitative data on the company’s employer branding and recruitment marketing efforts to determine the current state. A benchmark analysis has been performed using secondary quantitative and qualitative data to identify industry trends and compare the case company’s efforts to three competitors. Semi-structured qualitative interviews with three former trainees were conducted. The participants were asked questions about their trainee experience and the company’s employer brand to gather new insights and recommendations.
The research found that to increase awareness, the external employer brand of company X would need to be realigned to the internal employer brand and the candidates’ expectations. Competitors' biggest advantage over company X is better clarity on the employer brand proposition. The recruitment marketing content is very similar and could be seen as an opportunity to change the content posted on digital channels for a unique brand experience. The recruitment marketing efforts needed to increase awareness should not only focus on digital channels but further invest in more traditional channels and direct cooperation with universities across Finland to promote the trainee programme. Based on the research findings, a series of recommendations on the employer brand and recruitment marketing tactics and strategies for the trainee programme has been developed that would permit a positive development in the awareness of the employer brand if implemented.
The research included a SWOT analysis that yielded qualitative data on the company’s employer branding and recruitment marketing efforts to determine the current state. A benchmark analysis has been performed using secondary quantitative and qualitative data to identify industry trends and compare the case company’s efforts to three competitors. Semi-structured qualitative interviews with three former trainees were conducted. The participants were asked questions about their trainee experience and the company’s employer brand to gather new insights and recommendations.
The research found that to increase awareness, the external employer brand of company X would need to be realigned to the internal employer brand and the candidates’ expectations. Competitors' biggest advantage over company X is better clarity on the employer brand proposition. The recruitment marketing content is very similar and could be seen as an opportunity to change the content posted on digital channels for a unique brand experience. The recruitment marketing efforts needed to increase awareness should not only focus on digital channels but further invest in more traditional channels and direct cooperation with universities across Finland to promote the trainee programme. Based on the research findings, a series of recommendations on the employer brand and recruitment marketing tactics and strategies for the trainee programme has been developed that would permit a positive development in the awareness of the employer brand if implemented.