Improving the communication of the employer brand externally : case: ManpowerGroup Talent Solutions RPO

The objective of this thesis was to find out how the commissioner ManpowerGroup Talent Solutions RPO could improve its external employer branding communication so that it would reflect the experienced and desired EB of the RPO. The purpose of the thesis was to provide the commissioner with information about how their current employees experience working for them and how well this matched with what they would like the EB to be. Additionally, the thesis aims at providing recommendation ideas to the commissioner on how they could improve the external communication. The thesis consisted of theoretical part where previous literature and research materials were studied to gain a better understanding about the topic and an empirical part where case study with a qualitative approach was utilised to measure both desired and experienced employer brands through a questionnaire form. Questionnaire results were analysed using descriptive content analysis and compared to each other to see if they are in line with each other and to the contents of three chosen communication channels (webpage, job advertisement and Instagram) to find out how well they transmit through these channels. The main findings of the research suggested that the experiences employees had were mostly positive and both employees and management had similar ideas about the RPO as an employer. Both highlighted the people, working culture and growth opportunities in their responses and described the RPO as flexible, trusting and encouraging as an employer. Out of the three channels the webpage was the one with the most improvement needs regarding its ability to communicate the employer brand. Instagram was proven to be the best at transmitting the experiences and thoughts of the team members. Recommendation ideas were made based on theory and questionnaire results and they included the use of visual materials, use of employee experiences and testimonials and emphasising the key differentiating qualities that make the RPO a great place to work in the communication