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[{"key": "dc.contributor.advisor", "value": "Heikki Karjaluoto", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Sillanp\u00e4\u00e4, Aarni", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-03-06T18:25:51Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-03-06T18:25:51Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1859880", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57260", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ty\u00f6nantajabr\u00e4ndi on erilaisten etujen kokonaisuus, jonka yritys tarjoaa ty\u00f6nantajana.\r\nTy\u00f6nantajabr\u00e4nd\u00e4yksen kaksi perimm\u00e4ist\u00e4 tarkoitusta ovat olemassa olevien ty\u00f6suhteiden\r\nyll\u00e4pit\u00e4minen sek\u00e4 potentiaalisten ty\u00f6ntekij\u00f6iden houkutteleminen. T\u00e4m\u00e4n tutkimuksen\r\ntavoitteena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 ty\u00f6nantajan houkuttelevuuden rakentumisesta\r\nty\u00f6nhakijan n\u00e4k\u00f6kulmasta.\r\n\r\nTutkimus toteutettiin laadullisena tutkimuksena. Aineistonkeruu suoritettiin teemahaastatteluilla. Haastateltaviksi valittiin harkinnanvaraista otantaa hy\u00f6dynt\u00e4en viisi henkil\u00f6\u00e4, jotka t\u00e4yttiv\u00e4t ennalta m\u00e4\u00e4r\u00e4tyt kriteerit. Tutkimusaineisto analysoitiin sis\u00e4ll\u00f6nanalyysin metodilla.\r\n\r\nTutkimustulokset osoittivat rekrytointimarkkinoinnin olevan ty\u00f6nantajabr\u00e4nd\u00e4yst\u00e4\r\nt\u00e4ydent\u00e4v\u00e4 funktio, mahdollistaen ty\u00f6nantajien ja ty\u00f6nhakijoiden kohtaamisen. Operatiivisen tason toiminnoilla koettiin olevan selke\u00e4 vaikutus hakup\u00e4\u00e4t\u00f6kseen ty\u00f6nantajabr\u00e4ndin olleen voimakkaana taustavaikuttajana. Oli ty\u00f6nhakijoiden etujen mukaista saada mahdollisimman paljon tietoa potentiaalisesta ty\u00f6nantajastaan. T\u00e4m\u00e4 helpotti p\u00e4\u00e4t\u00f6ksentekoa v\u00e4hent\u00e4en samalla koettuja riskej\u00e4 liittyen ty\u00f6llistymiseen.\r\n\r\nJohtop\u00e4\u00e4t\u00f6ksin\u00e4 voidaan todeta, ett\u00e4 ty\u00f6nantajilta edellytet\u00e4\u00e4n l\u00e4pin\u00e4kyv\u00e4\u00e4, aitoa\r\nsek\u00e4 konkretisoitua viestint\u00e4\u00e4. N\u00e4iden lis\u00e4ksi ty\u00f6nhakija tarvitsee yksityiskohtaisempaa\r\ntietoa yksitt\u00e4isist\u00e4 ty\u00f6teht\u00e4vist\u00e4 organisaatiotason lis\u00e4ksi. T\u00e4ss\u00e4 rekrytointimarkkinointi t\u00e4ydent\u00e4\u00e4 ty\u00f6antajabr\u00e4nd\u00e4yst\u00e4. Rekrytointimarkkinoinnilla luodaan arvoa rekrytointiprosessin aikana huolehtien ty\u00f6nhakijakokemuksesta sek\u00e4 tarpeellisesta tiedonvaihdosta. Kyseess\u00e4 on taktisten ty\u00f6kalujen kokonaisuus ty\u00f6nantajabr\u00e4nd\u00e4yksen toimiessa strategisena ohjenuorana organisaatiotasolla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Employer brand can be considered as a package of various benefits, provided by the company\r\nas an employer. Employer branding consists of two fundamental purposes which\r\nare managing current employee\u2019s retention and attracting potential candidates. The purpose\r\nof this study is to increase understanding of how the employer's attractiveness is\r\nbuilt from the perspective of the job seeker.\r\n\r\nThe research was carried out as a qualitative study. Theme interviews were used in\r\nthe data collection. A discretionary sample of five persons who met predetermined criteria\r\nwas chosen as interviews. The research material was analyzed by using content analysis.\r\n\r\nResearch results of this study pointed that recruitment marketing has a complementary\r\nrole in employer branding, helping employers and job seekers to meet each other.\r\nOperational-level functions were felt to have a clear impact on the applying decision as\r\nthe employer brand had been a powerful background factor. It was in the interests of job\r\nseekers to get as much information as possible about their potential employer. This facilitated the decision-making process while reducing the risks associated with employment.\r\n\r\nAs a conclusion, recruitment communication is required to be transparent, genuine\r\nand concretized. In addition to this, the job seeker needs more detailed information about\r\nindividual job assignments in addition to the organization level communication. In this,\r\nrecruiting marketing can complement employer branding. Recruitment marketing creates\r\nvalue during the recruitment process by taking care of the job application experience and\r\nthe necessary exchange of information. It is a set of tactical tools when the employer\r\nbranding works as a strategic guideline at the organizational level.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Aarni Sillanp\u00e4\u00e4 (aaossill) on 2018-03-06 18:25:51.463874. 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 2018-03-06T18:25:51Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201803061667.pdf: 946846 bytes, checksum: b66267708af2f466bde70bf588f4afd4 (MD5)\r\nlicense.html: 4828 bytes, checksum: d18510904cdc67232cc7fa0ef0354792 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-03-06T18:25:51Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201803061667.pdf: 946846 bytes, checksum: b66267708af2f466bde70bf588f4afd4 (MD5)\r\nlicense.html: 4828 bytes, checksum: d18510904cdc67232cc7fa0ef0354792 (MD5)\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (77 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": "Ty\u00f6nantajabr\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6nantajabr\u00e4nd\u00e4ys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6nantajakuva", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "rekrytointimarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Ty\u00f6nantajabr\u00e4nd\u00e4ys : rekrytointimarkkinoinnin puuttuva palanen?", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Rekrytointimarkkinoinnin puuttuva palanen?", "language": null, "element": "title", "qualifier": "alternative", "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201803061667", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2018-03-06T18:25:52Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", 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