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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 of future employees in What are the expectations


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 brand associations Employer brand image Employer attraction

Employe r branding

Organization identity Employer brand loyalty Organizational culture (Backhaus & Tikoo 2004) Employee productivty

BACKGROUND

Employment situation
Employed

In total 350 respondents From East 172 respondents mainly from Vietnam and India From West 178 respondents from USA, France, Germany and Neatherlands Average age was 26 years in East and 25 years in West and most respondents ewerywhere were single 60 % respondents in West were females and 45 % in East Best channels for informing about vacancy are Social media and Internet, Friends and relatives and Company webpages. In East social media in considered more important

32%

48%

Unemployed

4%

5%

Studies

64%

47%
0% 20% 40% 60% 80%

West (n= 178)

East (n= 172)

CRITERIA FOR CHOOSING AN EMPLOYER


Trust & respect & honest communication Career opportunities Salary based workload and performance Avalability of training and development Caring management leadership Job contract and security 4.03 4.59 4.26 4.4 4.04 4.26

3.84 4.24
3.69 4.21 4.13 4.12 3.65 4.07 3.26 4.07 4.09 3.94 3.13 3.71 3.51 2.49

Repuation of the company


Location of the company Flexible working hours and working environment Entertainment and get together events

Company's shares and bonuses

East

West

PREFERENCES IN WORKING ENVIRONMENT


Good relationship among workers Friendly and caring management Equal treatement for workers
4.25 4.54 4.14 4.29 4.23 4.22 3.97 4.13 3.96 4.12 3.38 4.02 3.63 4.01 3.14 3.96 3.71 3.49

Enough facilities and space Management co-operation and


Less hierarchical structures Availability of team work Refreshment places Independent work Existence of air conditioning and Aesthetical working space I prefer to work in a large company East West 2 2.5 3
2.74
3.28

3.08
3.4

3.8 3.01

3.5

4.5

EXPECTATIONS OF EMPLOYERS SUSTAINABLE BRANDING


3.93 4.11 Avoid bribery and scandals

Have a good reputation

3.92 4.06

Promote and care for environment

4.06 3.74

Help society to increas welfare

3.88 3.69

Help the poor members of the society Participate infrastructuralproject development East West 2 2.5 3

4.04 3.36 3.82 3.24 3.5 4 4.5 5

REASONS FOR QUITTING A JOB


Poor working conditions Unorganized working process Problems with management Poor salary Nature of the job Problems with colleagues Poor benefits Bad reputation Location of the organization Too much overtime work Maternity / Paternity East West 2 2.5 3.94

4.32
3.84 4.17

3.57
4.16 4.16 4.14

3.53
4.03 3.49 3.87 3.99 3.48 3.73 3.41 3.03 3.26 3.51 3.24 3.11 2.79 3 3.5 4 4.5 5

MOTIVATIONAL FACTORS
I want to develop myself 4.27 4.4 I want to earn money

4.25
4.33

I want to accomplish goals

3.95 4.33

I want to make my passion to my profession


I want to get in contact with people 3.75

4.22

4.3

4.13
3.51 3.84

I want to have something to do East West 2 3

CONCLUSIONS

In general soft qualities are more important than money


trust, communication, relationships, equal treatment, flexibility, an employees 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 Habiyakare HAAGA-HELIA University of Applied Sciences Email evariste.habiyakare@haaga-helia.fi

Ms. Johanna Heinonen HAAGA-HELIA University of Applied Sciences Email johanna.heinonen-salakka@haagahelia.fi