Browsing by Subject "työnantajakuvan kehittäminen"

The changes in working life have set new kind of challenges for applicant attraction and recruiting. Therefore, organizations have started to invest more and more on the assessment and development of their attractiveness. The employment image can be considered as a key factor of this process. Previous studies have shown that the measures made especially in the early stages of the recruitment process have significant impact on employment image, corporate image, organizational attractiveness and the applicants' intentions to apply for the positions. The aim of this study was to assess the external employer branding of the target company, Finrail Oy, in regarding the recruitment process. In addition, the applicants' experiences of the recruitment process and the recruitment image were studied. Previous studies have indicated that this recruitment image has impact on both corporate and employment image. The need for a closer assessment of the external employer branding was recognized because of the unfamiliarity of the newly established organization. The qualitative research was implemented as part of the firm's annual recruitment process in February 2015 and the data were collected by using questionnaire. The participants (n=627) were the candidates taking part in recruitment process in 2015. The questionnaire included open questions and eventually 174 candidates answered the question. The results were analyzed by using the coding analyzing method. The results showed that the awareness of the company had grown since the year of establishment. However, the interests of the candidates had divided to other industry segments as well. All in all, both the employment and company images can be seen very consistent. The both images were quite similar and they were based on images as modernity, trust, certainty and stability. The results also showed that candidates had received enough information during the recruitment process. Based on the results and theoretical background some conclusions and recommendations can be presented, concerning familiarity, distinctiveness and employer brand communication. Also, the importance of recruitment image should be considered as an important factor in the recruitment.