Defining and Developing the Employer Branding Strategy : Case: Company X
Dang Khoa Nguyen, Thi (2018)
Dang Khoa Nguyen, Thi
Lahden ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201804265660
https://urn.fi/URN:NBN:fi:amk-201804265660
Tiivistelmä
The purpose of this functional thesis was to produce a guide on employer branding, for case company: company X. The thesis was commissioned by company X and the topic was also chosen because of the author's own interest in it. The intention and purpose of the guide is to aid company X in their employer branding development work and define their employer branding strategy.
Firstly, the thesis studied the concept of branding briefly to establish foundation for the actual topic of employer branding. After which, the thesis discuss its benefits, strate-gies, concepts and management. Furthermore, the thesis utilised recent research from literature relating to the topic and qualitative research methods in sourcing prima-ry data to lay a solid and factual knowledge base for the guide. Moreover, data was collected through observation method and an unstructured interview. Observational data was gathered in the role of participant-as-observer, as the author had insider access to company X. The gathered information was utilised to personalise the guide specifically for the case company. In addition, the study of company X's previous work satisfaction survey found that there were more aspects, in which employees' satisfac-tion levels were below the average than above it.
The guide was created to be an 8-staged strategy plan of employer branding devel-opment work, that company X can follow and apply in their everyday business opera-tions. It was concluded that the outcome of the employer branding guide was satisfac-tory, as the visuals were aligned with company X's own brand communication and the guide served to the original request and need of the company. However, the content of the actual guide was concise and limited as the theoretical framework could have been boarder.
All in all, the goal of the thesis was met and the end-product, employer branding guide was produced in time. The guide had 27 slides and was conducted conforming to the company X's wishes. In addition, due to privacy reasons, the guide will not be pub-lished with this thesis.
Firstly, the thesis studied the concept of branding briefly to establish foundation for the actual topic of employer branding. After which, the thesis discuss its benefits, strate-gies, concepts and management. Furthermore, the thesis utilised recent research from literature relating to the topic and qualitative research methods in sourcing prima-ry data to lay a solid and factual knowledge base for the guide. Moreover, data was collected through observation method and an unstructured interview. Observational data was gathered in the role of participant-as-observer, as the author had insider access to company X. The gathered information was utilised to personalise the guide specifically for the case company. In addition, the study of company X's previous work satisfaction survey found that there were more aspects, in which employees' satisfac-tion levels were below the average than above it.
The guide was created to be an 8-staged strategy plan of employer branding devel-opment work, that company X can follow and apply in their everyday business opera-tions. It was concluded that the outcome of the employer branding guide was satisfac-tory, as the visuals were aligned with company X's own brand communication and the guide served to the original request and need of the company. However, the content of the actual guide was concise and limited as the theoretical framework could have been boarder.
All in all, the goal of the thesis was met and the end-product, employer branding guide was produced in time. The guide had 27 slides and was conducted conforming to the company X's wishes. In addition, due to privacy reasons, the guide will not be pub-lished with this thesis.