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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lehtinen, Elina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-06-27T12:07:53Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-06-27T12:07:53Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/64893", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ty\u00f6nantajamielikuvan rakentaminen on pitk\u00e4j\u00e4nteist\u00e4 strategista toimintaa, jonka tavoitteena on houkuttelevan ty\u00f6nantajaidentiteetin rakentaminen ja ty\u00f6nantajaan liitett\u00e4vien mielikuvien hallinta. Erityisesti asiantuntija-aloilla, kilpailijoista erottuminen ja osaavan henkil\u00f6st\u00f6n rekrytointi ja toisaalta olemassa olevien ty\u00f6ntekij\u00f6iden sitouttaminen organisaatioon on avainasemassa kilpailuedun saavuttamiseksi.\nT\u00e4m\u00e4 tutkimus tarkastelee ty\u00f6nantajamielikuvaa ja sen vaikutusta ty\u00f6nhakuk\u00e4ytt\u00e4ytymiseen. Erityisen\u00e4 kiinnostuksen kohteena on sosiaalinen media. Tutkimuksen tavoitteena on selvitt\u00e4\u00e4 sit\u00e4, mik\u00e4 tekee ty\u00f6nantajasta houkuttelevan eli mihin ty\u00f6nantajamaineen ulottuvuuksiin ty\u00f6nantajan kannattaa keskitty\u00e4 ty\u00f6antajamielikuvan rakentamisessa, ett\u00e4 se olisi vaikuttavinta ty\u00f6nhakuaikomukseen liittyen. \nTutkimuksessa tarkasteltiin ty\u00f6nantajan houkuttelevuuden lis\u00e4ksi tunnettuuden ja sosiaalisen median vaikutusta sek\u00e4 ty\u00f6nantajamielikuvaan ett\u00e4 ty\u00f6nhakuaikomukseen. Mittausmallit laadittiin tilastollisia menetelmi\u00e4 hy\u00f6dynt\u00e4en ja tutkimushypoteesit testattiin s\u00e4hk\u00f6isell\u00e4 internetkyselyll\u00e4 hankittuun (n=193) aineistoon. \nTutkimuksen tulosten mukaan ty\u00f6nantajamielikuvalla on vaikutusta ty\u00f6nhakijan ty\u00f6nhakuaikomukseen, mutta sosiaalisen median vaikutus ei ole suora. Sosiaalisen median k\u00e4ytt\u00f6 vaikuttaa kuitenkin ty\u00f6nantajamielikuvaan, kuten tunnettuuskin, ja sit\u00e4 kautta voidaan vaikutusta tulkita olevan my\u00f6s hakuk\u00e4ytt\u00e4ytymiseen. Tutkimuksen tuloksiin viitaten, ty\u00f6yhteis\u00f6\u00f6n ja kehittymismahdollisuuksiin liittyv\u00e4t ominaisuudet tekev\u00e4t suomalaisten korkeakouluopiskelijoiden mielikuvissa ty\u00f6nantajasta houkuttelevan.\nTutkimustulosten yleist\u00e4misess\u00e4 on huomioitava k\u00e4ytetty otantamenetelm\u00e4, sek\u00e4 valittu kohderyhm\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Employer branding is a long-term Strategy to build an attractive Employer Image and manage the perceptions related to a particular employer. Especially in talent oriented field, differentiating the Employer Brand from competitors and recruiting and retaining the talented workforce is the key factor to achieve Competitive Advance. \nThe purpose of this study is to examine Employer Brand and its relations to potential employees\u2019 intentions to apply a job. Special interest is in Social Media. The aim of the study is to investigate, what makes an attractive employer and which factors of the Employer Image employers should concentrate in Employer branding in order to increase the impact on the intention to apply a job. \nIn this study the impact of Employer Attractiveness, Employer Knowledge and Social Media in both Employer Brand and intentions to apply a job were examined. The Measurement models based on statistical methods and research hypotheses were tested on material (n=193) received from internet-based survey. \nBased on the results of the study, Employer Brand has a positive relation to intentions to apply a job, but Social Media doesn\u2019t have a direct influence. The use of Social Media has a positive relation to Employer Brand, as well as Employer Knowledge, and therefore the effect can be found on to intentions to apply a job. Based on the findings of the study, Social value and Development value are the factors which Finnish University students value in employers.\nSampling Method and Target Group must be taken into an account in generalizing of Research results.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-06-27T12:07:53Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-06-27T12:07:53Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "82", "language": "", "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\u00f6nantajakuva", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ty\u00f6nantajamielikuva", "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": "rekrytointimarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "houkuttelevuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Mik\u00e4 tekee ty\u00f6nantajasta houkuttelevan? : ty\u00f6nantajamielikuvan ja sosiaalisen median vaikutus ty\u00f6nhakuk\u00e4ytt\u00e4ytymiseen", "language": "", "element": "title", "qualifier": null, "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-201906273496", "language": "", "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.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "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": "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": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "rekrytointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ty\u00f6nantajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "tunnettuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "maine", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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