Improving the employer brand of the case company from the perspective of the engineering students
Lätti, Johanna (2013)
Lätti, Johanna
Satakunnan ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201401021017
https://urn.fi/URN:NBN:fi:amk-201401021017
Tiivistelmä
The research objective was to provide guidelines for the case company in order to improve their employer brand from the perspective of the engineering students. The research discovered what aspects engineering students appreciate with regards to their trainee experiences at the case company and the possible areas of improvement in terms of the trainee experiences. Research data was collected by interviewing the engineering students that have completed their period of traineeship or summer work at the case company. The data analysis was primarily conducted by using qualitative methods.
Theoretical foundation of this research paper introduces the basic concepts within the employer branding including employer brand, employer branding, employee value proposition, psychological contract, talent management, Maslow’s hierarchy of needs and the generation y. The purpose of the theoretical framework is to define the im-portance and the benefits of the employer branding. The theoretical foundation also provides some practical implementations of the employer branding that support the theory. These practical implementations provide examples that can be applied by the case company for the improvement of their employer brand. The research part of this thesis presents the methods that are used as well as the key findings from the qualita-tive research.
This thesis proposes that, if the case company wants to improve its employer brand from the viewpoint of the engineering students, it has to first and foremost improve the quality of the practical trainings. Engineering students appreciate qualified posi-tions with challenging tasks when it comes to their practical training. The final result of this thesis was the author’s suggestions for improvement based on the results of the research. The areas of improvement were related to introduction to work, feed-back, guidance of work, training’s equivalence to the engineering studies, challenge of the work, positioning the trainees, quantity of the work and the management.
Theoretical foundation of this research paper introduces the basic concepts within the employer branding including employer brand, employer branding, employee value proposition, psychological contract, talent management, Maslow’s hierarchy of needs and the generation y. The purpose of the theoretical framework is to define the im-portance and the benefits of the employer branding. The theoretical foundation also provides some practical implementations of the employer branding that support the theory. These practical implementations provide examples that can be applied by the case company for the improvement of their employer brand. The research part of this thesis presents the methods that are used as well as the key findings from the qualita-tive research.
This thesis proposes that, if the case company wants to improve its employer brand from the viewpoint of the engineering students, it has to first and foremost improve the quality of the practical trainings. Engineering students appreciate qualified posi-tions with challenging tasks when it comes to their practical training. The final result of this thesis was the author’s suggestions for improvement based on the results of the research. The areas of improvement were related to introduction to work, feed-back, guidance of work, training’s equivalence to the engineering studies, challenge of the work, positioning the trainees, quantity of the work and the management.