External Employer Brand: Attraction of Engineering Students Case Company X
Chai, Enna (2022)
Avaa tiedosto
Lataukset:
2022
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022120927562
https://urn.fi/URN:NBN:fi:amk-2022120927562
Tiivistelmä
This is a research-oriented bachelor’s thesis aimed to acquire knowledge about engineering students, located in Finland, thoughts and perceptions about company x’s external employer brand image. The objective is to bring insight to the potential influence this perceived image has in how attractive the engineering students find company x as an employer.
This thesis consists of a theoretical and empirical section. The theory is focused on employer brand theories, such as a holistic overview of what is meant by an employer brand, the distinction between employer brand and employer branding, definition of an employer value proposition, description of employee experience and employer attractiveness. The theory mainly focuses on looking into the formation of an external employer brand image. The empirical section focuses on data gathered to answer this thesis research objective.
The study involved qualitative interviews using the standardized open-ended interviewing technique. The sample size were ten engineering students from different universities and university of applied sciences in Finland. The data was analysed using thematic analysis.
The collected data suggested that engineering students find company x’s overall brand attractive, but did not necessarily recognize company x as a potential employer for themselves. The attractiveness of an employer was mainly influenced by the employers’ relevance with regards to the students’ study degrees, students’ personal interests as well as the opportunity for a student to grow as a talent within an organization.
The key findings and recommendations of this study can mainly be utilized by company x further research purposes, but also by employers in the industry that are struggling to attract engineers.
This thesis consists of a theoretical and empirical section. The theory is focused on employer brand theories, such as a holistic overview of what is meant by an employer brand, the distinction between employer brand and employer branding, definition of an employer value proposition, description of employee experience and employer attractiveness. The theory mainly focuses on looking into the formation of an external employer brand image. The empirical section focuses on data gathered to answer this thesis research objective.
The study involved qualitative interviews using the standardized open-ended interviewing technique. The sample size were ten engineering students from different universities and university of applied sciences in Finland. The data was analysed using thematic analysis.
The collected data suggested that engineering students find company x’s overall brand attractive, but did not necessarily recognize company x as a potential employer for themselves. The attractiveness of an employer was mainly influenced by the employers’ relevance with regards to the students’ study degrees, students’ personal interests as well as the opportunity for a student to grow as a talent within an organization.
The key findings and recommendations of this study can mainly be utilized by company x further research purposes, but also by employers in the industry that are struggling to attract engineers.