Era of Talent War: Attracting and retaining the best talent by conveying employer brand promise through recruitment
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Journal Title
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Volume Title
School of Business |
Master's thesis
Authors
Date
2019
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
73 + 4
Series
Abstract
Objective The purpose of the study was to find out how companies can leverage employer branding in their recruitment process to attain the best possible talent. Academics have been focused on defining the concept of ‘employer branding’ and therefore there is lack of empirical research on implementation of employer branding strategies to recruitment. This thesis focuses on the concrete benefits employer branding can provide for companies when attracting new and retaining current talents. Practices of employer branding was investigated within the frames of a case company: Oy Karl Fazer Ab. Methodology The research was a descriptive and qualitative case study. Data was gathered via 9 semi-structured in-depth interviews conducted to recruiters of Fazer and recently recruited employees of Fazer. In addition to interviews, media articles, annual reports and internal materials concerning recruitment and employer branding strategy received from Fazer. Findings The role of employer branding will be increased in recruitment in the future. It was found that company culture is one of the main reasons to leave or stay in the company. In order to attract and retain the best available talent, companies ought to consider this as management issue and implement the employer branding strategy systematically covering all functions and stakeholders of the company. Moreover, similar to marketing messaging and customer journeys, job applicants are wanting personalized and customized experiences during recruitment process. Especially in recruitment dialogue, communication could be enhanced with digital tools such as artificial intelligence to create customized messaging about the progress of recruitment.Description
Thesis advisor
Tikkanen, HenrikkiHietanen, Joel
Keywords
employer branding, recruitment, digitalization, talent management