Study of Online Marketing Communications and Orientation Practices in Finnish Foreign Missions
Wahlström, Oona; Sell, Johanna (2015)
Wahlström, Oona
Sell, Johanna
HAAGA-HELIA ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201503263608
https://urn.fi/URN:NBN:fi:amk-201503263608
Tiivistelmä
The purpose of this study was to investigate how and via which online channels Finnish missions market their open positions to foreign job seekers and what kind of an image these job seekers have of Finnish missions as employers. By doing this research, we wanted to know which media are used the most in the recruitment processes of these missions. We also wanted to find out whether Finnish missions are considered attractive employers in the eyes of the foreign candidates and what made the respondents of the survey interested in applying for work to a Finnish mission.
In addition, the study investigated how locally engaged personnel in Finnish missions are oriented and integrated into their duties and the overall Finnish work culture, which might be in many cases very different from the host country. In addition, the purpose of the thesis was to identify what Finnish work culture is from foreigners' point of view and how it appears to them.
The theoretical part of the thesis first examined the different online marketing channels and their utilization in employer branding and recruitment. Secondly, the orientation of foreign employees, orientation in multicultural environments and the dimensions of national cultures were examined.
The empirical part of this thesis was a qualitative research conducted as a Webropol survey in fall 2014. The target group of the survey was the locally hired personnel of Finnish foreign missions. There was a total of 30 respondents.
The findings of this research revealed that the employer image of these missions is, overall, very positive. The results showed that Finnish missions are considered reliable employers providing good working conditions. Also, as most of the open positions were filled by word-of-mouth, development proposals – such as employer branding strategy and active online presence – were suggested to help the missions in promoting their open positions and their image as employers.
The findings also revealed that there is some variation regarding the orientation of foreign employees in Finnish missions. In general, the orientation was considered to be good. However, there was some room for improvement, e.g. in the content of the orientation process. Additionally, the findings revealed that taking culture into consideration in orientation is important so that foreign employees learn the Finnish work culture, which from foreign employees’ point of view was usually seen to embody equality, responsibility and punctuality. Development proposals, such as creating precise orientation plans and including culture in the orientation process, were suggested.
In addition, the study investigated how locally engaged personnel in Finnish missions are oriented and integrated into their duties and the overall Finnish work culture, which might be in many cases very different from the host country. In addition, the purpose of the thesis was to identify what Finnish work culture is from foreigners' point of view and how it appears to them.
The theoretical part of the thesis first examined the different online marketing channels and their utilization in employer branding and recruitment. Secondly, the orientation of foreign employees, orientation in multicultural environments and the dimensions of national cultures were examined.
The empirical part of this thesis was a qualitative research conducted as a Webropol survey in fall 2014. The target group of the survey was the locally hired personnel of Finnish foreign missions. There was a total of 30 respondents.
The findings of this research revealed that the employer image of these missions is, overall, very positive. The results showed that Finnish missions are considered reliable employers providing good working conditions. Also, as most of the open positions were filled by word-of-mouth, development proposals – such as employer branding strategy and active online presence – were suggested to help the missions in promoting their open positions and their image as employers.
The findings also revealed that there is some variation regarding the orientation of foreign employees in Finnish missions. In general, the orientation was considered to be good. However, there was some room for improvement, e.g. in the content of the orientation process. Additionally, the findings revealed that taking culture into consideration in orientation is important so that foreign employees learn the Finnish work culture, which from foreign employees’ point of view was usually seen to embody equality, responsibility and punctuality. Development proposals, such as creating precise orientation plans and including culture in the orientation process, were suggested.