Talendid Koju kommunikatsiooniprojekti lähtealuste ning tegevusplaani analüüs

Abstract

The analysis of the starting points and effects of the communication project Talendid Koju. The main questions of research are the needs, interests and commonalities of the target groups, the communication plan as a whole and specific results of the project. The work begins with empiric and theoretical starting points. A short description of Estonian economic situasion acts as an introduction to the problem of structural unemployment. The aim of the project is to connect Estonians with long-term abroad experience (talents) with Estonian-based employers to ease the need for highly qualified workforce in Estonia. An introduction to the founders, target groups, messages and goals of the project is also made. The analysis part conserning the employers relies on the quantitive survey conducted with a 100 Estonian-based companies and a focus group. From the talents part the data comes from a survey made with 407 Estonians with a long-term abroad experience and also a focus group. An important source document for this analysis is also the communication plan created by the project team. The first important result of the work is the acknowledgement that the employers are in need of qualified workforce in one hand and on the other when a good work offer is presented talents would return to Estonia. The work states that the interests and needs of the target groups overlap. Talents meet the workforce requirements and their expectations are fulfillable by the employers. Another result of the work is the analysis of the communication plan which states that the goals are set accordingly to the existing structural unemployment problem. In general the choise of target groups is justified however the messages directed at them are partially not. Due to the multitude of messages the communication also lacks focus. During the first half of year of the two-year project objectives of awareness and regular visits to the web-environment have been fulfilled, however the number of registered users is less than expected. The general aim of creating open discussion in society has been reached through the extent of media coverage.