Talent Match service as an employer branding tool for SMEs in the capital area
Heinonen, Mari (2013)
Heinonen, Mari
HAAGA-HELIA ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013121721654
https://urn.fi/URN:NBN:fi:amk-2013121721654
Tiivistelmä
The purpose of this bachelor’s thesis is to examine how well known the concept of employer branding is to small and medium sized companies (SMEs) in the capital area of Finland. The companies interviewed in the research have all participated in the case company’s service that aims to help companies recruit new talent and brand the organization. Hence, another subject of examination will be the success of the service in terms of employer branding.
The case company for the thesis is Otaniemi Marketing. It is a small non-profit organization owned by private and public entities. The mission of the company is to brand and promote the area of Otaniemi. They also provide services and information to companies and individuals who want to work, live or study in Otaniemi. Otaniemi Marketing is also providing a service called Talent Match with Technopolis plc. It is a recruiting service aimed to match the right talent with the right employer. The service is targeted for SMEs without own Human Resources department.
The theoretical framework of the thesis includes concepts of employer branding. The theory is divided into sections of: employer brand creation, employer brand positioning, employer brand communication and employer brand management. The theory models are mostly from Barrow and Mosley (2011), Parment and Dyhre (2009) and Martin and Hetrick (2006).
The research method is qualitative interviewing, and the sample is constructed of five companies who have used the Talent match service. The interviews were conducted both face-to-face and by phone. The findings of the interviews indicate that there is little knowledge about the importance of employer branding among the SMEs. The results also highlight that the service in question has too narrow participants group and the online tool in the service is too complex for everyday use.
The case company for the thesis is Otaniemi Marketing. It is a small non-profit organization owned by private and public entities. The mission of the company is to brand and promote the area of Otaniemi. They also provide services and information to companies and individuals who want to work, live or study in Otaniemi. Otaniemi Marketing is also providing a service called Talent Match with Technopolis plc. It is a recruiting service aimed to match the right talent with the right employer. The service is targeted for SMEs without own Human Resources department.
The theoretical framework of the thesis includes concepts of employer branding. The theory is divided into sections of: employer brand creation, employer brand positioning, employer brand communication and employer brand management. The theory models are mostly from Barrow and Mosley (2011), Parment and Dyhre (2009) and Martin and Hetrick (2006).
The research method is qualitative interviewing, and the sample is constructed of five companies who have used the Talent match service. The interviews were conducted both face-to-face and by phone. The findings of the interviews indicate that there is little knowledge about the importance of employer branding among the SMEs. The results also highlight that the service in question has too narrow participants group and the online tool in the service is too complex for everyday use.