Habiyakare heinonen milan2012

EMPLOYER BRANDING RESEARCH East meets West Dr. Evariste Habiyakare & Ms. Johanna Heinonen HAAGA-HELIA University of Applied Sciences

WHO ARE WE? Senior Lecturers in HAAGA-HELIA University of Applied Sciences in Finland in Degree Programme for International Business and Marketing This research was made with our students on a course of Brand Management and Service Business Management Dr. Evariste Habiyakare Doctorate in Economics and Business Administration Has published several articles and participated many conferences Has worked as an academic and several companies Ms. Johanna Heinonen, M. Sc. (econ) & MA Finalizing dissertation in marketing about Social Media in tourism business Has worked as a marketing and entrepreneurship consultant in many fields and companies

RESEARCH QUESTIONS What are the expectations of future employees in terms of employer branding? What may be the differences and similarities in employer branding between East and West? In which way can the employer brand/image help to make a company more attractive as an employer? Which strategies may be put in place to attract and maintain high-skilled employees by improving employer branding

THEORETICAL FRAMEWORK Employer Employer Employer brand brand attraction associations imageEmployerbranding Organization identity Employer Employee brand loyalty productivty Organizational culture (Backhaus & Tikoo 2004)

BACKGROUND Employment situationIn total 350 respondentsFrom East 172 respondents mainly Employed 32%from Vietnam and IndiaFrom West 178 respondents from 48%USA, France, Germany andNeatherlands UnemployedAverage age was 26 years in East 4%and 25 years in West and mostrespondents ewerywhere were 5%single60 % respondents in West werefemales and 45 % in East 64% StudiesBest channels for informing aboutvacancy are Social media and 47%Internet, Friends and relatives andCompany webpages. In East social 0% 10% 20% 30% 40% 50% 60% 70%media in considered moreimportant than the others West (n= 178) East (n= 172)

CRITERIA FOR CHOOSING AN EMPLOYER Trust & respect & honest 4,03 communication 4,59 4,26 Career opportunities 4,4 Salary based workload and 4,04 performance 4,26 Avalability of training and 3,84 development 4,24 3,69 Caring management leadership 4,21 4,13 Job contract and security 4,12 3,65 Repuation of the company 4,07 3,26 Location of the company 4,07Flexible working hours and working 4,09 environment 3,94 Entertainment and get together 3,13 events 3,71 3,51 Companys shares and bonuses 2,49 East West 2 3 4 5

PREFERENCES IN WORKING ENVIRONMENT 4,25 Good relationship among workers 4,54 4,14 Friendly and caring management 4,29 4,23 Equal treatement for workers 4,22 3,97 Enough facilities and space 4,13 3,96Management co-operation and sharing… 4,12 3,38 Less hierarchical structures 4,02 3,63 Availability of team work 4,01 3,14 Refreshment places 3,96 3,71 Independent work 3,49 3,08 Existence of air conditioning and… 3,4 2,74 Aesthetical working space 3,28 3,8 I prefer to work in a large company 3,01 East West 2 2,5 3 3,5 4 4,5 5

EXPECTATIONS OF EMPLOYER’S SUSTAINABLE BRANDING 3,93 Have a good reputation 4,11 3,92 Avoid bribery and scandals 4,06 4,06 Promote and care for environment 3,74 3,88 Help society to increas welfare 3,69 4,04Help the poor members of the society 3,36 Participate infrastructuralproject 3,82 development 3,24 East West 2 2,5 3 3,5 4 4,5 5

REASONS FOR QUITTING A JOB Poor working conditions 3,94 4,32Unorganized working process 3,84 4,17 Problems with management 3,57 4,16 Poor salary 4,16 4,14 Nature of the job 3,53 4,03 Problems with colleagues 3,49 3,87 Poor benefits 3,99 3,48 Bad reputation 3,73 3,41 Location of the organization 3,03 3,26 Too much overtime work 3,51 3,24 Maternity / Paternity 3,11 2,79 East West 2 2,5 3 3,5 4 4,5 5

MOTIVATIONAL FACTORS 4,27 I want to develop myself 4,4 4,25 I want to earn money 4,33 3,95 I want to accomplish goals 4,33 I want to make my passion to my 4,22 profession 4,3 3,75I want to get in contact with people 4,13 3,51 I want to have something to do 3,84 East West 2 3 4 5

CONCLUSIONS In general soft qualities are more important than money ◦ trust, communication, relationships, equal treatment, flexibility, an employee’s development and sustainable values People in the East are more involved with money and security ◦ salary, contracts, larger companies and also about helping poor people and creating something for the society In the West caring management, trust, respect and communication as well as good relationships are respected

FUTURE A research from employers’ attitudes is being made By comparing these 2 studies the main problems can be found and deeper and more detailed recommedations given

THANK YOU!Dr. Evariste HabiyakareHAAGA-HELIA University of AppliedSciencesEmailevariste.habiyakare@haaga-helia.fiMs. Johanna HeinonenHAAGA-HELIA University of AppliedSciencesEmailjohanna.heinonen-salakka@haaga-helia.fi

Habiyakare heinonen milan2012

by Johanna Heinonen on Jul 05, 2012

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