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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Karppinen, Elli", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Niemel\u00e4, Leena", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-22T08:28:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-22T08:28:52Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/70086", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Suomalaisissa it-alan yrityksiss\u00e4 on pulaa osaavista ty\u00f6ntekij\u00f6ist\u00e4. T\u00e4m\u00e4 on johtanut siihen, ett\u00e4 yritykset pyrkiv\u00e4t etsim\u00e4\u00e4n uusia keinoja osaajien houkutteluun. Ty\u00f6nantajabr\u00e4nd\u00e4ys voidaan n\u00e4hd\u00e4 yhten\u00e4 keinona houkuttelevuuden rakentamiseen. T\u00e4ss\u00e4 markkinoinnin pro gradu -tutkielmassa tutkitaan ty\u00f6nantajan houkuttelevuutta ty\u00f6nantajabr\u00e4nd\u00e4\u00e4misen n\u00e4k\u00f6kulmasta it-alalla. Tutkimuksen tavoitteena on luoda ajankohtainen katsaus ty\u00f6nantajabr\u00e4nd\u00e4\u00e4miseen ja syvent\u00e4\u00e4 ymm\u00e4rryst\u00e4 ty\u00f6nantajan houkuttelevuudesta it-alalla. Tutkimusongelmana on ymm\u00e4rt\u00e4\u00e4, miten ty\u00f6nantajan houkuttelevuutta rakennetaan ty\u00f6nantajabr\u00e4nd\u00e4\u00e4misen keinoin it-alan yrityksiss\u00e4 ja mitk\u00e4 organisaation ominaisuudet ovat houkuttelevia ty\u00f6nhakijalle. Tutkimus on toteutettu laadullisena tutkimuksena. Aineisto ker\u00e4ttiin teemahaastatteluiden avulla. Aineiston keruussa k\u00e4ytettiin harkinnanvaraista otantaa. Tutkimusaineisto analysoitiin teemoittelun avulla. Tutkimuksen tulokset osoittavat, ett\u00e4 ty\u00f6nantajabr\u00e4ndin houkuttelevuuteen vaikuttavat organisaation ominaisuudet sek\u00e4 k\u00e4ytett\u00e4v\u00e4t viestint\u00e4kanavat. Ty\u00f6nantajabr\u00e4ndin houkuttelevuuteen vaikuttavat organisaation ominaisuudet voidaan jaotella symbolisiin ja funktionaalisiin ominaisuuksiin. Tutkimuksen tulosten mukaan organisaatiokulttuuri on merkitt\u00e4vin ty\u00f6nantajan houkuttelevuuteen vaikuttava ominaisuus. Houkuttelevan ty\u00f6nantajabr\u00e4ndin rakentamisessa t\u00e4rkeimm\u00e4t viestint\u00e4kanavat ovat s\u00e4hk\u00f6iset kanavat, sosiaalinen media sek\u00e4 word-of-mouth.\nJohtop\u00e4\u00e4t\u00f6ksin\u00e4 voidaan todeta, ett\u00e4 avoin ja kannustava organisaatiokulttuuri on t\u00e4rke\u00e4 osa houkuttelevan ty\u00f6nantajabr\u00e4ndin rakentamista. Vuorovaikutus ty\u00f6nhakijoiden ja yrityksen v\u00e4lisess\u00e4 viestinn\u00e4ss\u00e4 lis\u00e4\u00e4 ty\u00f6nantajan houkuttelevuutta. Houkuttelevuuden kannalta on t\u00e4rke\u00e4\u00e4, ett\u00e4 yrityksen br\u00e4ndiviesti on todellisuutta vastaava.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-06-22T08:28:52Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-22T08:28:52Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "67", "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.title", "value": "Houkuttelevuuden rakentaminen ty\u00f6nantajabr\u00e4nd\u00e4\u00e4misess\u00e4 : esimerkkin\u00e4 it-ala", "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-202006224293", "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": "restrictedAccess", "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": "yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ty\u00f6nhakijat", "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": "ty\u00f6nhaku", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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