Tööandja brändi loomine Outokumpu Stainless Turbular Products AS-i näitel

Date

2009

Journal Title

Journal ISSN

Volume Title

Publisher

Tartu Ülikool

Abstract

Description

The aim of this Bachelor’s thesis „Creating an employer brand in Outokumpu Tubular Products AS“ is to create practical suggestions for the company to develop employer brand. Outokumpu Tallinn needs employer brand because many of the current employees are reaching retirement age, wherefore it is necessary to recruit new employees to replace them. Suggestions are made on the assumption of theoretical background and empirical data, which consists of interviews with Outokumpu chief executive and employees and also with potential future workers – students. The theoretical background indicated that when creating employer brand the first task is to develop a strategy and then the tactics of implementing desired objectives. When building up the strategy it is essential to create an overview of existing employer brand components. Afterward it is possible to develop the identity of the brand considering workers selection criterion of their future employers. During the process it is necessary to keep in mind that the employer brand would support business objectives. For gathering empirical data six semi-structured interviews were conducted. Three expertinterviews were carried out with Outokumpu chief executive and two employees, though one employee`s expertise is questionable wherefore it is considered partly as an informant interview. Three informant interviews were carried out with students. All interviews were analyzed with cross-case text analyze method. Interviews which were carried out with employees indicated that Outokumpu appraises the most workers health and democratic managing style. Interviews carried out with students revealed that most important selection criteria for future and current employers is that the work must be interesting and the employer must be caring and understanding towards employees. Main channels where students get information concerned employers are face to face conversation, the internet and educational institutions. Finally recommendations have been made for Outokumpu Tallinn to create an employer brand. Suggestions are divided into strategic and tactical suggestions. For strategy it is advised that Outokumpu should change everyday work more interesting and diverse, develop an honest and democratic managing style, implant and spread existent Scandinavian culture values. Tactical suggestions are divided into economic downfall and growth periods. In an economic downfall period it is necessary to create and launch an internal employer brand and carry out a general reputation campaign. In an economic growth period it is necessary to develop and launch an external employer brand with concrete job offers and to develop an existent internal employer brand.

Keywords

H Social Sciences (General), bakalaureusetööd, turunduskommunikatsioon, kaubamärgid, tööandjad, ettevõtted

Citation