A company-specific collective agreement’s impact on employer brand in the Finnish labor market
Sievinen, Anttoni Mikael (2023)
Sievinen, Anttoni Mikael
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060621827
https://urn.fi/URN:NBN:fi:amk-2023060621827
Tiivistelmä
The Finnish government and trade unions have taken steps in the past decade towards companies having more bargaining power over their working terms and conditions in the form of local bargaining and company-specific collective agreements. This research was conducted to examine a company’s own collective agreements and its content’s potential impact on its employer brand, as the subject has received little attention in prior literature.
A quantitative study was conducted in a company which negotiated its own collective agreement at the beginning of 2022. A survey was sent to the company’s employees who were recruited after the agreement was published to determine how their views of the company as an employer changed when introduced to the agreement in their recruitment process. The changes in differences were measured using SPSS Statistics software. The results indicated that the company-specific collective agreement had positively affected the company’s employer brand among the respondents, with its most significant contributors being its overall style/readability and the negotiated salary settlement. Other notable insights included the absence of negative effects on the employer brand and the respondents’ favor of intangible agreement attributes over tangible ones.
Recommendations for future research suggested the increase of case studies in other companies and more extensive labor market studies on the subject in light of increased local bargaining activities. One of the study’s main limitations was the insufficient response rate for the survey.
A quantitative study was conducted in a company which negotiated its own collective agreement at the beginning of 2022. A survey was sent to the company’s employees who were recruited after the agreement was published to determine how their views of the company as an employer changed when introduced to the agreement in their recruitment process. The changes in differences were measured using SPSS Statistics software. The results indicated that the company-specific collective agreement had positively affected the company’s employer brand among the respondents, with its most significant contributors being its overall style/readability and the negotiated salary settlement. Other notable insights included the absence of negative effects on the employer brand and the respondents’ favor of intangible agreement attributes over tangible ones.
Recommendations for future research suggested the increase of case studies in other companies and more extensive labor market studies on the subject in light of increased local bargaining activities. One of the study’s main limitations was the insufficient response rate for the survey.