Employer brand image- Applying service design to employer branding
Siira, Taija (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402012381
https://urn.fi/URN:NBN:fi:amk-202402012381
Tiivistelmä
The development target of the Vetovoimainen vanhustyö - project, the employer image of the service provider of elderly care, served as a source of inspiration for this. The objective of this thesis was to examine and comprehend the overall concept of employer brand image and its significance both for the employer and for the employee. The focus was on the thesis commissioner’s employer brand image and on the factors shaping that perception. The purpose was to promote the company’s employer brand image by producing appropriate, and necessary additions to company’s strategy in development and an employer brand poster. The development method of this thesis was service design, applying the four stage double diamond model. The data analysis method was thematic content analysis.
In discover stage is found that employer brand image is portrayed as a dynamic and ongoing process, it involves tangible and intangible aspects, and interaction between all the stakeholders. An essential factor was found to be the alignment with the organization's strategy.
In define stage data was collected from a themed workshop and self-assessment test. Job description, physical work environment, work community and company’s reputation were strong attraction factors. The management methods, of the communication policies and interaction relationships of the work had impact on commitment. The employment benefits, emotional, and professional support were considered factors regarding experience, as the factors to develop. Also, appreciation was considered both promoting and development factors in the theme experience.
Based on the previous results, the strategy additions and employer brand poster were created during the development phase. In the delivery phase, changes were made in accordance with the feedback and the poster received its final shape.
In conclusion, both outputs could contribute to the employer brand image of the commissioner. Strategy additions would be put into practice and the personalised poster would attract job seekers.
Keywords: employer brand image, employee experience, job satisfaction, employee commitment, employee attraction
In discover stage is found that employer brand image is portrayed as a dynamic and ongoing process, it involves tangible and intangible aspects, and interaction between all the stakeholders. An essential factor was found to be the alignment with the organization's strategy.
In define stage data was collected from a themed workshop and self-assessment test. Job description, physical work environment, work community and company’s reputation were strong attraction factors. The management methods, of the communication policies and interaction relationships of the work had impact on commitment. The employment benefits, emotional, and professional support were considered factors regarding experience, as the factors to develop. Also, appreciation was considered both promoting and development factors in the theme experience.
Based on the previous results, the strategy additions and employer brand poster were created during the development phase. In the delivery phase, changes were made in accordance with the feedback and the poster received its final shape.
In conclusion, both outputs could contribute to the employer brand image of the commissioner. Strategy additions would be put into practice and the personalised poster would attract job seekers.
Keywords: employer brand image, employee experience, job satisfaction, employee commitment, employee attraction