Formation of the Employer Brand Image

The purpose of this study was to explore the employer brand image and its formation of a Finnish (yet international) service company in B2B sector. In the research qualitative case study method was used to explore the most preferred attributes in employer attraction, the employer brand perceptions towards the case company, and the effectors behind these brand perceptions among the prospective group of employees. The research was conducted through in-depth semistructured interviews among 23-30 undergraduate or graduate business students in Finnish universities close to their graduation. After deriving the attributes of an attractive employer, and exploring their relation to the case company, the employer brand image of the case company was determined and its attractiveness level evaluated. Moreover, the formation of the employer brand image was investigated and its sources detected. The most important factors for the target group in employer attractiveness were found to be company reputation and company culture/work atmosphere. Also career opportunities and international opportunities were seen important. The case company was found to hold a positive, attractive image on company culture and international opportunities, but failing to hold a good reputation as a fair employer. The main and most impactful source of employer brand image was former and current employees - directly or indirectly. Company’s own actions played only small part in employer brand formation as credibility is a critical factor in brand image formation and corporate communication found not to be perceived genuine. Based on the findings, suggestions for further employer branding were made.

Publication Statistics Books 2000-

Vapaakappalekartuntaan perustuva tilasto Suomessa kustannetusta kirjallisuudesta vuodesta 2000 lähtien

Publication Statistics Magazines 1999-

Vapaakappalekartuntaan perustuva tilasto Suomessa ilmestyvistä aikakauslehdistä vuodesta 1999 lähtien

Publication Statistics Newspapers 1999-

Vapaakappalekartuntaan perustuva tilasto Suomessa ilmestyvistä sanomalehdistä vuodesta 1999 lähtien

Publication Statistics Music recordings 1995-

Vapaakappalekartuntaan perustuva tilasto Suomessa julkaistuista musiikkiäänitteistä vuodesta 1995 lähtien

Publication Statistics Sheet Music 1991-

Vapaakappalekartuntaan perustuva tilasto Suomessa kustannetuista nuottijulkaisuista vuodesta 1991 lähtien

Publication Statistics Speech recordings 1995-

Vapaakappalekartuntaan perustuva tilasto Suomessa julkaistuista puheäänitteistä vuodesta 1995 lähtien

Publication Statistics Multimedia 1991-

Vapaakappalekartuntaan perustuva tilasto Suomessa julkaistuista moniviestimistä (multimedia) vuodesta 1991 lähtien

Publication Statistics Uncatalogued material 1991-

Vapaakappalekartuntaan perustuva tilasto Suomessa julkaistuista pienpainatteista, julisteista, toimintakertomuksista ja kunnallisista julkaisuista vuodesta 1991 lähtien. Pienpainatelehdet sisältyvät tilastoon vuodesta 2014 lähtien

Publication Statistics Maps 1991-

Vapaakappalekartuntaan perustuva tilasto Suomessa kustannetuista karttajulkaisuista vuodesta 1991 lähtien

Publication Statistics Sets of slides, transparents and microfiche 1991-

Vapaakappalekartuntaan perustuva tilasto Suomessa julkaistuista dia-, kalvo- ja filmikorttisarjoista vuodesta 1991 lähtien

Internal Employer Brand: The factors affecting the formation of internal employer image

The purpose of this study is to identify the factors affecting the formation of employer image and attractiveness in the minds of an organization’s employees. Six employees from different backgrounds and business units within a larger organization are interviewed, and the results are compared in order to better understand the effect divergent variables have on the resulting factors. The theoretical background of the research is based on the study of the concept of employer branding, an organization’s effort in affecting the employer image it projects and attractiveness perceived by the employees and applicants. The results of the study reveal how immaterial factors, primarily related to self-actualization and social relationships, often took precedence over material ones, so long as the material factors, such as salary and work equipment, were at least on a minimum level acceptable to the employee. As such, focusing on these immaterial factors when forming an employer brand strategy is expected to yield larger benefits in form of employer attractiveness.

Commercial blog communication and brand image

The aim of this thesis was to examine whether company initiated commercial communication in personal blogs has an effect on consumers’ brand image. A detailed picture of the main topics was built based on the previous academic literature. The study explores how sponsored and company-initiated blog postings influence consumers’ brand image with a qualitative research. A framework defines the link between the main concepts of commercial blog communication and how this can be used in order to reach positive results in relation to consumers’ brand image. The findings of this study demonstrate that if the tech-savvy consumers consider that the commercial blog communication is genuine and the blogger stands behind the recommendation of the blog posting, it will result on a more positive brand image. However, if the consumers consider the content of the blog posting to be too controlled by the company, it is automatically seen as an advertisement instead of a recommendation by someone trustworthy. The company-controlled commercial blog communication without presenting the personality of the blogger has negative effects on brand image.