eThesis - School of Business electronic theses

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Objective of the Study The objective of the study was to investigate employer reputation at Finland’s Best Places to Work, and especially study how the companies used social media in constructing it.

Methodology and Theoretical Framework The method of the study was a qualitative and interpretative case study with two case companies. The data were collected in two phases: (1) a review of the companies’ online presence and social media engagement and (2) case company interviews with the companies’ representatives. The theoretical framework is based on related fields of study that range from corporate reputation to recruitment, employer branding and employer reputation management, with an emphasis on how each is connected to social media.

Findings and Conclusions The main findings from the study corresponded with the views presented in the literature review. The case companies regarded employer reputation as an essential part of companies’ operations and as a competitive advantage. Also, the findings indicated that an employer reputation is not the responsibility of any single department but rather that every member of the organization should be involved. While no single “right answer” for constructing a positive employer reputation emerged, online or offline, the conclusion was that such reputation requires the company to emphasise communications with its employees and other constituencies. Social media were still seen as relatively new channels and the companies’ engagement levels were relatively low. But in general, the channels were in use, even if not extensively and the interviewees referred to several further plans. In relation to social media, the companies saw no need to rush but rather approach the matter through encouragement and allowing their employees to get comfortable with them, providing the employees with time to adjust and learn