Employer Branding for Ronal
For employers, the human resource employees, is becoming more and more a critical factor. As of today, talents are scarce on a global basis, companies need thorough strategies in order to address suitable job seekers and keep its current employees.
Leandro Gerber & Stefanie Glauser, 2018
Bachelor Thesis, Ronal Group AG
Betreuende Dozierende: Christoph Vogel
Keywords: Employer Branding, Employer Attractiveness, Employer Value Proposition, EVP, Values, Employer Characteristics, Target Group Preferences
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Ronal Group is active around the globe in twelve countries but has no clear elaborated international employer branding. For the Ronal Group, which grew drastically on an international level in the last few years, employer branding is an important aspect in order to attract the most suitable employees, especially since the human resource, employees, is becoming more and more a critical factor for employers. Ronal’s competitive advantage regarding the labor market in Poland gets smaller, therefore the development of an Employer Value Proposition especially tailored for Poland is of high interest for the Ronal Group.!
Another topic that is of interest, are the values in Ronal’s guideline. Values as a part of the employer characteristics are important to attract and retain employees.
By the collection of secondary data, which is summarized in the literature review, the authors gain a profound understanding about the topics employer attractiveness, employer branding and Employer Value Proposition in an international environment but also speciﬁcally in Eastern Europe. Additionally, the topic related terms are deﬁned. Furthermore, interviews in Switzerland and Poland are conducted, transliterated and analyzed. By applying Armin Trosts’ model, which provides the basic structure of an Employer Value Proposition, an EVP for the target group, the shop ﬂoor workers in Poland, is developed as well as further recommendations are provided.
Ronal’s Swiss employees do think that Ronal represents the values respect, entrepreneurship, passion, trust and appreciation. All of them are actively lived within the corporate culture, but each value to a different extent. Whereas passion is perceived as the strongest and most dominant value, entrepreneurship lacks behind and is clearly the weakest value. Respect and trust are present and are not considered to be in need of major improvement. Appreciation is recognized as acceptable but besides the value entrepreneurship, the one which could be also enhanced the most.
Regarding the EVP in Poland, the following elements emerged as Ronal’s employer characteristics: salary, job security, task variety, shiftwork, reputation, career opportunities, atmosphere, values, product, quality of product. Out of all these provided characteristics, ﬁve were evaluated as preferred from the target group, namely: salary, job security, career opportunities, atmosphere and quality of product. Atmosphere and quality of product cannot be identiﬁed as unique features only for Ronal and therefore these two elements are not a competitive advantage in the labor market. Consequently, Ronal’s EVP is composed of salary, job security and career opportunities.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: HR & Organisation