Employer Attractiveness for High-Skilled Women IT Professionals in Finland: An Employee-Centric Case Study Explored Through Means-End-Chain Perspective
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Authors
Date
2024
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
73 + 5
Series
Abstract
This thesis examines the factors that enhance employer attractiveness for highly skilled women in Finland's IT sector, an industry grappling with talent shortages and gender imbalances. Adopting a qualitative, employee-centered case study approach, the research explores the alignment between employer attributes and the personal values of female IT professionals. The study utilizes means-end-chain (MEC) theory to analyze how specific job characteristics connect to deeper personal values, particularly well-being, achievement, and belonging. The findings identify critical employer attributes that enhance attractiveness, including meaningful job roles, supportive work environments, opportunities for career advancement, training programs, and inclusive workplace cultures. These attributes significantly contribute to job satisfaction and employee retention by fulfilling core personal values. For instance, work-life balance and job security support well-being; career advancement opportunities fulfill achievement needs; and diversity and inclusion initiatives foster a sense of belonging. This research offers important insights for IT companies aiming to refine their recruitment and retention strategies in a competitive labor market. Aligning employer branding with the values of highly skilled women can strengthen organizational appeal. Furthermore, these strategies promote a more inclusive and equitable workplace, benefiting not only women but other demographic groups as well. The findings offer a framework for companies to develop targeted strategies that meet the specific needs of women in the IT sector, contributing to the industry's overall growth and sustainability.Description
Thesis advisor
Gloukhovtsev, AlexeiKeywords
employer attractiveness, Finland, talent shortages, means-end-chain (MEC) theory, employee retention, diversity and inclusion, recruitment strategies, employer branding