The focus of this thesis is an investigation of the correlation between corporate reputation and the employer brand. More specifically, we examine how the reputation of the Danish financial sector affects the abilities of Danish financial companies to attract and retain young talent, viewed in the light of the specific characteristics and preferences that define the so-called Generation Y - the most recent generation to enter the job market. Moreover, in recognition that the theoretical field within employer branding seems to overlook how the technological and societal developments of recent years affect the possibilities of attracting and retaining a new generation on the job market, an additional purpose of this thesis is to contribute to a discussion of the theoretical field by combining recent theory within employer branding with recent theory within corporate branding. The primary empirical data for this thesis was produced through a mixed-method approach and analyzed using descriptive statistics. The target group consisted of members of the talent network Moment Talent whos members fitted the definition of Generation Y. The results of this analysis enabled us to discuss the possibilities and challenges faced by the financial sector in attracting and retaining this specific target group. Firstly, the analysis showed that there was no correlation between the preferences of the target group in relation to an employer and their expectations in relation to employment in the financial sector, indicating a potential challenge in creating ‘person-organisation-fit’ between this specific target group and the financial sector. In connection to this, we argue that due to the lack of ‘person-organisation-fit’ in combination with the target group’s predominantly negative perception of the reputation of the financial sector, the reputation might become the determining factor in their decision to work in the financial sector or not. This point was reinforced by the further finding, that the more positively the target group viewed the reputation of the financial sector, the more positive were their expectations in relation to employment within the sector. Secondly, the analysis showed a correlation between how the target group viewed the reputation of the financial sector and their perception of how their friends and family view the financial sector - both generally and as a place to work. Based on these results it can be inferred, that in relation to a significant part of the target group, their perception of how their surroundings view the financial sector will most likely affect their desire to apply for a job within the financial sector. Thirdly, in relation to information retrieval in connection to job-seeking, the analysis showed that the target group preferred asking people in their own network rather than contacting the official contact person of the company they are interested in. This result thus places great importance on the ability of the employee to communicate the employer brand - a role that has been generally overlooked in the theoretical field of employer branding. In addition, we suggest that the preference of the target group for using Linkedin in relation to job-seeking rather than other types of social media, which was also inferred by the analysis, might be related to their preference for using network in relation to information retrieval in connection to job-seeking. Based on our investigation, analysis and discussion of young and talented members of Generation Y and their perception of the employer brand of the Danish financial sector, and in the light of our initial theoretical work, we conclude that the reputation of the financial sector affects the employer brand of the sector - both in relation to attraction and retention of young talent. Furthermore, we believe that the results of this thesis point to a need for further development of the theoretical field of employer branding in light of both technological and societal developements as well as the specific characteristics and preferences that define members of Generation Y.
|Educations||MA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis|
|Number of pages||131|