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[{"key": "dc.contributor.advisor", "value": "Boivin, Nettie", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Torppala, Vilma", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-07T06:35:35Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-07T06:35:35Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/76279", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Suomen ty\u00f6- ja elinkeinoministeri\u00f6n tiedotteessa (15.3.2021) todetaan, ett\u00e4 Suomi ei ole t\u00e4h\u00e4n asti n\u00e4ytt\u00e4ytynyt erityisen houkuttelevana ty\u00f6per\u00e4isen maahanmuuton kohdemaana erityisosaajien keskuudessa. Aiheeseen liittyneess\u00e4 tiedotustilaisuudessa my\u00f6s mainittiin, ett\u00e4 erityisesti suomalainen peliala tarvitsee lis\u00e4\u00e4 osaajia, muun muassa koodareita. T\u00e4m\u00e4 kollektiivinen tapaustutkimus antaa yleiskuvan ty\u00f6nantajabr\u00e4ndin viestimisest\u00e4 kolmen pelialan yrityksen urasivuilla. Miten n\u00e4m\u00e4 kohdeyritykset mainostavat ty\u00f6nantajabr\u00e4ndi\u00e4\u00e4n omilla verkkosivuillaan ja mit\u00e4 viestinn\u00e4n sis\u00e4lt\u00f6 kertoo laajemmista diskursseista yhteiskunnallisella tasolla? Millainen on Suomen representaatio ty\u00f6- ja asumispaikkana viestinn\u00e4ss\u00e4 yrityksill\u00e4, joiden t\u00e4ytyy l\u00f6yt\u00e4\u00e4 erityisosaajia kansainv\u00e4lisilt\u00e4 markkinoilta?\r\nTutkimuksen alkupuolella esittelen t\u00e4m\u00e4nhetkisi\u00e4 trendej\u00e4 kansainv\u00e4lisen rekrytoinnin kontekstissa, sek\u00e4 annan lyhyen yleiskuvan organisaation ja ty\u00f6nantajabr\u00e4ndin tutkimuksen konsepteista. Tutkimuksen teoria pohjautuu Lievensin ja Highhousen (2003) viitekehykseen, (engl. Instrumental-symbolic framework), jota k\u00e4ytet\u00e4\u00e4n ty\u00f6nantajabr\u00e4ndeiss\u00e4 esitelt\u00e4vien houkutteluun tarkoitettujen arvojen kategorisoimiseen. Aineisto koostui kolmesta verkkosivusta, joista l\u00f6ytyi vain englannin kieliversio eik\u00e4 lainkaan suomea. Sivujen tarkoitus on esitt\u00e4\u00e4 yritysten tarjoamia uramahdollisuuksia (potentiaalisille) ty\u00f6ntekij\u00f6ille multimodaalisella viestinn\u00e4n sis\u00e4ll\u00f6ll\u00e4 (teksti, kuvat, videot). Aineistonkeruun j\u00e4lkeen aineisto kategorisoitiin k\u00e4ytt\u00e4en verkkosivujen sis\u00e4ll\u00f6n muuttujia (kiinnostavuus, sosiaaliset arvot, taloudelliset arvot, kehityksen arvot, sovellusarvot) (Vasavada-Oza ja Bhattacharjee, 2016). Ensimm\u00e4isen analyysivaiheen j\u00e4lkeen p\u00e4\u00e4tin viel\u00e4 lis\u00e4t\u00e4 kategorian lokalisaation arvojen muuttujille niiden merkitt\u00e4vyyden my\u00f6t\u00e4 aineiston osana, k\u00e4ytt\u00e4en metodina laadullista sis\u00e4lt\u00f6analyysia.\r\nTulokset osoittavat, ett\u00e4 sis\u00e4lt\u00f6 muodostaa mielikuvan siit\u00e4 millainen ty\u00f6ntekij\u00e4 sopisi yritykseen and millainen h\u00e4nen el\u00e4m\u00e4ntyylins\u00e4 olisi, jos h\u00e4n olisi siell\u00e4 t\u00f6iss\u00e4. 1) Ty\u00f6ntekij\u00e4 asuisi maassa, joka tarjoaa paljon hy\u00f6tyj\u00e4 ihmisille eri el\u00e4m\u00e4nvaiheissa. Lis\u00e4ksi ty\u00f6ntekij\u00e4n ei tarvitse huolehtia maahanmuuttoprosessista yksin, vaan ty\u00f6nantaja auttaa sen kanssa. 2) Ty\u00f6ntekij\u00e4 liittyisi yritykseen, joka v\u00e4litt\u00e4\u00e4 yhteis\u00f6ns\u00e4 hyvinvoinnista ja tiimihengest\u00e4. 3) Sis\u00e4ll\u00f6st\u00e4 ilmenee ty\u00f6ntekij\u00f6iden alustava intohimo pelej\u00e4 kohtaan ja diskurssista v\u00e4littyy tarve ty\u00f6ntekij\u00e4n henkil\u00f6kohtaiseen motivaatioon oppia uusia asioita itsen\u00e4isesti, vaikkakin ty\u00f6nantaja tarjoaa mahdollisuudet sit\u00e4 varten. Asuinmaan representaation todettiin sis\u00e4lt\u00e4v\u00e4n stereotyyppisi\u00e4 elementtej\u00e4, jotka jossain m\u00e4\u00e4rin t\u00e4ytt\u00e4v\u00e4t banaalin nationalismin tunnusmerkit, yhdistettyn\u00e4 globaaliin identiteettiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "A report by the Ministry of Economic Affairs and Employment of Finland states that Finland has not been remarkably attractive so far among the experts looking to migrate (March 15, 2021). According to the Ministry\u2019s press conference from the same day, for example, especially the Finnish game development scene needs more coders and other experts. This collective case study builds an overview about communication of an employer brand through career webpages of three game development companies. How do these focus companies promote their employer brand on their own career webpages and how do the choices reflect the social discourse? How is Finland represented as a place for working and living in the communication of these companies that need to find experts from outside Finnish borders?\r\nIn the beginning of the thesis, I will discuss the current trends in the context of international recruitment, as well as give a brief overview about the conceptual framework of the organizational and employer branding research. The theoretical background of the study is based on the instrumental-symbolic framework (Lievens & Highhouse, 2003) which is used for categorizing the values of attractiveness as an employer. The data set consisted of three webpages, found only in English language and not in Finnish. The pages are dedicated to specifically present the career opportunities the companies offer for (potential) employees with multimodal communication content (text, images, videos). After the data collection, the data was categorized utilizing the variables of the website content (factors of interest, social value, economic value, development value, application value) (Vasavada-Oza & Bhattacharjee, 2016). After the initial analysis stage, I decided to add a category for the factors of localization value for their salient presence in the data, using the method of qualitative content analysis.\r\nThe results indicate that the content sets up an image of what kind of an employee would fit the company and what kind of a lifestyle they could be living if they join the organization. 1) The employee would be living in a country that offers many benefits for people on different stages of life. Also, the employee does not have to take care of the immigration process alone, but the employer helps. 2) The employee would join a company that cares about the community\u2019s wellbeing and team spirit. 3) The content involves the initial passion for games that the employees have and requires the employee to be personally motivated to learn new things independently, although the employer also offers opportunities for it. The representation of the country of living includes stereotypical elements which could even be related to banal nationalism but mixed with a global identity.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-07T06:35:35Z\r\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-07T06:35:35Z (GMT). No. of bitstreams: 0\r\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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": "eng", "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": "employer branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "game development companies", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "webpage analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "banal nationalism", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Communicating employer brand for an international audience : a collective case study of three career webpages", "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-202106073496", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "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": "Language, Globalization and Intercultural Communication", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Language, Globalization and Intercultural Communication", "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": "3134", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ty\u00f6per\u00e4inen maahanmuutto", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "globalisaatio", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "rekrytointi", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viestint\u00e4", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ty\u00f6nantajat", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "labour immigration", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "globalisation", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "recruitment of employees", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communication", "language": "", "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "employers", "language": "", "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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