Browsing by Subject "työntekijäkokemus"

The purpose of this master’s thesis is to investigate the experiences and views of growth companies about employer brand. The selected companies operate in the ICT industry. The research examines the significance of employer brand to growth companies and the ways companies seek to influence their employer brand. As a third matter, the research investigates what kind of development stages of employer brands can be recognized among the interviewed companies. This method used in the study is qualitative and the material has been collected by interviewing seven employees working in different growth companies. The interviewees are all to some extent responsible for their company's employer branding and the management of it. The analysis was made as a content analysis and the approach to the analysis was theory-driven. Employer branding was perceived as an important topic in general, but actions regarding it varied. In companies, employer branding was particularly affected by challenges in general awareness of the company. The importance of the employer brand for companies varied, especially depending on to what extent the company strives to grow in the future. The ways of influencing the employer brand did also vary, with an emphasis on general communication and marketing, recruitment communication and the development of the internal employee experience. Five different development stages of the employer brand were found among the companies, starting from the employer brand's insignificance up to the development stage of strengthening the employer brand.