Communicating the employee value proposition : Attracting potential employees
Huttunen, Elina (2017-12-12)
Communicating the employee value proposition : Attracting potential employees
Huttunen, Elina
(12.12.2017)
Tätä artikkelia/julkaisua ei ole tallennettu UTUPubiin. Julkaisun tiedoissa voi kuitenkin olla linkki toisaalle tallennettuun artikkeliin / julkaisuun.
Turun yliopisto
Tiivistelmä
Today’s employers have an increasing concern about finding and retaining the best talent to achieve the growth objectives of their companies. Due to the recruitment challenges, employer branding is becoming a requisite for companies. Designing an employee value proposition is the first step in the employer branding process. This research aims to uncover how it should be constructed and where it should be communicated. This research aims to do this by exploring: what type of employer brand communication attracts potential employees.
This is a qualitative study focusing on the professionals in the IT industry in Finland. The empirical data comprises eight semi-structured interviews as well as a questionnaire filled out by all the interview participants. Literature on employer attractiveness, employer branding and social media was utilized as a basis for the data analysis. The research findings indicate that employer attractiveness factors, especially the social and interest values, can be used to construct an attractive employee value proposition. Potential employees prefer personal contacts as an employer brand communication channel. In addition, the findings suggest that social media is perceived as an easy channel to learn about the employer culture.
The present research made theoretical contributions to the fields of employer attractiveness, employer branding and social media. This research provides novel knowledge as it offers an employee point of view on the matter. Most literature on employer branding is written from the employer perspective. Furthermore, employer attractiveness has previously been studied using a quantitative approach. The present research provides an in-depth knowledge on employee value proposition formation as it was conducted using a qualitative approach.
This is a qualitative study focusing on the professionals in the IT industry in Finland. The empirical data comprises eight semi-structured interviews as well as a questionnaire filled out by all the interview participants. Literature on employer attractiveness, employer branding and social media was utilized as a basis for the data analysis. The research findings indicate that employer attractiveness factors, especially the social and interest values, can be used to construct an attractive employee value proposition. Potential employees prefer personal contacts as an employer brand communication channel. In addition, the findings suggest that social media is perceived as an easy channel to learn about the employer culture.
The present research made theoretical contributions to the fields of employer attractiveness, employer branding and social media. This research provides novel knowledge as it offers an employee point of view on the matter. Most literature on employer branding is written from the employer perspective. Furthermore, employer attractiveness has previously been studied using a quantitative approach. The present research provides an in-depth knowledge on employee value proposition formation as it was conducted using a qualitative approach.