Using internal marketing to attract and retain talent: Case study Company X
Viitanen, Säde (2020)
Viitanen, Säde
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004306634
https://urn.fi/URN:NBN:fi:amk-202004306634
Tiivistelmä
Today, commercial aerospace along other industries have a shortage of skilled employees. The fundamental challenge is, how to retain and attract talent. To address this challenge, the first objective of this study is to get a deeper understanding of how internal marketing can be used to attract and retain talent.
The theoretical background of the study consists of corporate level marketing and internal marketing concepts. Both concepts highlight the corporate vision, mission and core values as a significant driver for employees. Together, these findings led to the second research objective which is addressed in the form of a case study for a Company X. The case study measures Company X employees’ perception of the corporate vision, mission and core values.
The empirical study is conducted by using quantitative methods. Quantitative data was gathered by sending a questionnaire to Company X’s employees. Based on the analysed data, the findings showed that employees perceive overall positively the vision, mission and core values. In line with the literature, the case study confirmed internal marketing to be an effective way to assure employees are aware and believe in the mission, vision and values. Based on these findings suitable recommendations were provided to Company X.
The theoretical background of the study consists of corporate level marketing and internal marketing concepts. Both concepts highlight the corporate vision, mission and core values as a significant driver for employees. Together, these findings led to the second research objective which is addressed in the form of a case study for a Company X. The case study measures Company X employees’ perception of the corporate vision, mission and core values.
The empirical study is conducted by using quantitative methods. Quantitative data was gathered by sending a questionnaire to Company X’s employees. Based on the analysed data, the findings showed that employees perceive overall positively the vision, mission and core values. In line with the literature, the case study confirmed internal marketing to be an effective way to assure employees are aware and believe in the mission, vision and values. Based on these findings suitable recommendations were provided to Company X.