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Työnantajamielikuvan kehittäminen rekrytoinnin tueksi

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Työnantajamielikuvan kehittäminen rekrytoinnin tueksi

The purpose of this thesis was to figure out what makes employer more attractive, what kind of a reputation have the employer’s had in the eyes of the employees when applying for the position, and based on that to make the deduction of how to evolve the employer brand.

This study focuses on companies in the industrial business located in the city of Loimaa. The study was requested by Loimaan Kaupungin Yrityspalvelut. There were 11 businesses asked to be involved in the inquiry, 24 employees answered from six different businesses. Employees who took part in the inquiry had started working in production after the month of January 2019. There has been challenges in finding potential employees in the industrial business, so this study was made to help the recruiting process and to improve the image of the businesses by finding the development targets that could be improved.

The theory section of the thesis exploits literature based on employer branding, recruiting and social media, as well as internet articles and earlier studies of the same matter. Subjects of the theory part of the thesis focus on employer branding’s different areas such as attractiveness, reputation and social media. The theory section also covers the recruiting process as well as how recruiting has changed to social recruiting.

Quantitative research was used in the making of the thesis. A web survey was sent to the businesses that were a part of the study. The survey included claims in which the participants had to answer on a scale from one to five. The claims included subjects about the attractiveness of the employer, earlier reputation of the business and social media.

According to the participants who answered the survey the most attractive workplace is where there is good atmosphere between the managers and the employees. Also, a permanent job and tasks that reflect the employees’ know-how are important factors. What we can see from the answers is that the businesses already had a fair reputation, and many have applied for the positions after getting recommendations about it from acquaintances. An important development target which the study found was the use of social media. The people participating in the survey had only seen little if none ''want ads'' of the open jobs or any other kinds of marketing in social media from which it can be deducted that the use of social media has been almost non-existent. By adding the use of social media the businesses could develop their own employer brand and be more known in the Loimaa region.

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