Employer branding in international non-profit organisations

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Koveshnikov, Alexei
dc.contributor.author Rautuma, Satu
dc.date.accessioned 2017-08-17T08:49:43Z
dc.date.available 2017-08-17T08:49:43Z
dc.date.issued 2017
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/27720
dc.description.abstract Employer branding has become popular especially in the corporate world in the recent dec-ades. However the research has not concentrated on employer branding in the non-profit sec-tor. The aim of this thesis is to contribute to this research gap by bringing new information on what are the elements of successful employer brand in the non-profit organizations’ context. This is investigated by researching which formats of psychological contracts are most relevant in non-profitable organisations. This qualitative study is conducted as a case study. The organisation chosen for this study was United Nations (UN). Case study approach was chosen because it suits well for topics that have not been covered earlier in the research. Data was gathered by interviewing 5 persons that were or had been working in the UN. For the UN’s point of view, video material from UN’s recruitment tour is used. First, the recruitment messages of the UN are researched and after that those are compared with the actual experiences of the employees. Method for this study is theme analysis. Main finding of this study was that ideological psychological contracts are most relevant for non-profit international organisations. For building successful employer brand it is essential that the organisation fulfils the promises that it has regarding the ideological contract. This means that employees feel that the work has some higher purpose and salary is not the main source of motivation. Besides that it was also recognized that new deals of psychological con-tracts are taking place in non-profit organisations. This is related to the change in working life, there are not anymore one single career and people are working more often employing them-selves as e.g. providing consultant services for several organisations. en
dc.format.extent 73
dc.language.iso en en
dc.title Employer branding in international non-profit organisations en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Johtamisen laitos fi
dc.subject.keyword psychological contract en
dc.subject.keyword ideological psychological contract en
dc.subject.keyword employer branding en
dc.subject.keyword non-profit organisation en
dc.identifier.urn URN:NBN:fi:aalto-201708176624
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Management and International Business (MIB) en
dc.subject.helecon johtaminen fi
dc.subject.helecon non profit en
dc.subject.helecon kolmas sektori fi
dc.subject.helecon kansainvälinen fi
dc.subject.helecon työnantajat fi
dc.subject.helecon organisaatio fi
dc.subject.helecon YK fi
dc.subject.helecon brandit fi
dc.subject.helecon maine fi
dc.subject.helecon imago fi
dc.ethesisid 16005
dc.location P1 I fi


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