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[{"key": "dc.contributor.advisor", "value": "L\u00e4ms\u00e4, Anna-Maija", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Riivari, Elina", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kangasm\u00e4ki, Reetta", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-09-07T17:23:22Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-09-07T17:23:22Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1494741", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/46783", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Jatkuva muutosherkkyys ja talouden taantuma ovat johtaneet kilpailun kovenemiseen ty\u00f6markkinoilla. Alati muuttuva toimintaymp\u00e4rist\u00f6 sek\u00e4 heikko taloudellinen tilanne karsii jatkuvasti ty\u00f6paikkoja joka alalta. Olemassa olevista ty\u00f6paikoista k\u00e4yd\u00e4\u00e4n kovaa kamppailua ty\u00f6nhakijoiden keskuudessa. Menestyminen ty\u00f6nhaussa vaatii uudenlaisia ratkaisuja. On pystytt\u00e4v\u00e4 erottautumaan muista ty\u00f6nhakijoista. \r\n \r\nT\u00e4ss\u00e4 tutkimuksessa on tarkasteltu ty\u00f6nhakijoiden tapaa br\u00e4nd\u00e4t\u00e4 itse\u00e4\u00e4n ty\u00f6haastattelussa. Sen lis\u00e4ksi on haluttu selvitt\u00e4\u00e4 mink\u00e4laisia tapoja br\u00e4nd\u00e4\u00e4miseen sis\u00e4ltyy ja, mill\u00e4 tavalla ty\u00f6nhakijat arvioivat br\u00e4nd\u00e4\u00e4misen onnistumista. Itsens\u00e4 br\u00e4nd\u00e4\u00e4minen on melko uusi k\u00e4site, mink\u00e4 vuoksi tutkimuksen teoreettinen viitekehys on johdettu vuorovaikutusteorioista sek\u00e4 markkinoinnin br\u00e4ndik\u00e4sitteist\u00e4. Teoreettinen viitekehys pohjautuu itsens\u00e4 br\u00e4nd\u00e4\u00e4miseen, vuorovaikutukseen, ensivaikutelmaan ja odotusten vastaisuuteen sek\u00e4 vaikutelman hallintaan. Lis\u00e4ksi on tutkittu br\u00e4nd\u00e4\u00e4miseen liittyvi\u00e4 mahdollisia sukupuolieroja. \r\n\r\nTutkimus on luonteeltaan laadullinen ja siin\u00e4 on haastateltu kahdeksaa vasta valmistunutta tai valmistumassa olevaa henkil\u00f6\u00e4, jotka kaikki ovat oman alansa ty\u00f6uran alkuvaiheessa. Haastateltavat ovat joko kaupallisen alan tai hallintotieteiden ihmisi\u00e4. Haastattelut tehtiin puolistrukturoidun teemahaastatttelun avulla ja tulokset analysointiin teemoittelulla. Tulosten perusteella ty\u00f6nhakijat aloittavat isens\u00e4 br\u00e4nd\u00e4\u00e4misen jo ty\u00f6hakemuksen ja CV:n kirjoittamisvaiheessa. Ty\u00f6nhakijat pyrkiv\u00e4t vastaamaan kohdeorganisaation tarpeisiin mahdollisimman hyvin, nostamalla omasta mielest\u00e4\u00e4n relevantteja asioita niin ty\u00f6hakemuksessa kuin itse ty\u00f6haastatttelussa. Ty\u00f6nhakijat pyrkiv\u00e4t lis\u00e4ksi erottautumaan muista hakijoista itsens\u00e4 br\u00e4nd\u00e4\u00e4misen avulla. Ty\u00f6nhakijat arvioivat ty\u00f6haastattelun j\u00e4lkeen omaa suoriutumistaan ja pyrkiv\u00e4t jatkuvasti kehitt\u00e4m\u00e4\u00e4n itse\u00e4\u00e4n ja omaa br\u00e4ndi\u00e4\u00e4n entist\u00e4 toimivammaksi. Tutkimuksesta nousi esille paljon samoja asioita, joita aiemmat tutkijat ovat havainneet.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Reetta Kangasm\u00e4ki (eerekang) on 2015-09-07 17:23:21.668463. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2015-09-07T17:23:21Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201509072830.pdf: 428819 bytes, checksum: 374d36fd224822fe2f0b4366f2d729c1 (MD5)\r\nlicense.html: 4871 bytes, checksum: 287ece2282f6470489b192811d116d9c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-09-07T17:23:22Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201509072830.pdf: 428819 bytes, checksum: 374d36fd224822fe2f0b4366f2d729c1 (MD5)\r\nlicense.html: 4871 bytes, checksum: 287ece2282f6470489b192811d116d9c (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (67 sivua)", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Itsens\u00e4 br\u00e4nd\u00e4\u00e4minen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vuorovaikutus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6haastattelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaikutelman hallinta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ensivaikutelma", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "odotukset ja sen vastaisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Itsens\u00e4 br\u00e4nd\u00e4\u00e4minen ty\u00f6haastattelussa : ty\u00f6nhakijan strateginen valinta erottautua kilpailijoista", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Ty\u00f6nhakijan strateginen 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