This is an article my colleague Dr. Evariste Habiyakare and I wrote to Reputation Institute's annual conference Going Global in the Repuation Economy 2012. Theoretical review is written by Evariste and the quantitative data is analysed and handled by me after I and my students in Haaga-Helia University of Applied Sciences had collected it during autumn 2011 and spring 2012

1. EMPLOYER BRANDING RESEARCH
East meets West
Dr. Evariste Habiyakare & Ms. Johanna Heinonen
HAAGA-HELIA University of Applied Sciences

2. WHO ARE WE?
Senior Lecturers in HAAGA-HELIA University of Applied
Sciences in Finland in Degree Programme for International
Business and Marketing
This research was made with our students on a course of
Brand Management and Service Business Management
Dr. Evariste Habiyakare
Doctorate in Economics and Business Administration
Has published several articles and participated many
conferences
Has worked as an academic and several companies
Ms. Johanna Heinonen, M. Sc. (econ) & MA
Finalizing dissertation in marketing about Social Media in
tourism business
Has worked as a marketing and entrepreneurship
consultant in many fields and companies

3. RESEARCH QUESTIONS
What are the expectations of future employees in terms
of employer branding?
What may be the differences and similarities in employer
branding between East and West?
In which way can the
employer brand/image help
to make a company more
attractive as an employer?
Which strategies may be put
in place to attract and
maintain high-skilled
employees by improving
employer branding

4. THEORETICAL FRAMEWORK
Employer Employer
Employer
brand brand
attraction
associations image
Employer
branding Organization
identity
Employer Employee
brand loyalty productivty
Organizational
culture
(Backhaus & Tikoo 2004)

5. BACKGROUND
Employment situation
In total 350 respondents
From East 172 respondents mainly
Employed
32%
from Vietnam and India
From West 178 respondents from 48%
USA, France, Germany and
Neatherlands
Unemployed
Average age was 26 years in East 4%
and 25 years in West and most
respondents ewerywhere were
5%
single
60 % respondents in West were
females and 45 % in East
64%
Studies
Best channels for informing about
vacancy are Social media and
47%
Internet, Friends and relatives and
Company webpages. In East social
0% 10% 20% 30% 40% 50% 60% 70%
media in considered more
important than the others West (n= 178) East (n= 172)

6. CRITERIA FOR CHOOSING AN EMPLOYER
Trust & respect & honest 4,03
communication 4,59
4,26
Career opportunities
4,4
Salary based workload and 4,04
performance 4,26
Avalability of training and 3,84
development 4,24
3,69
Caring management leadership
4,21
4,13
Job contract and security
4,12
3,65
Repuation of the company
4,07
3,26
Location of the company
4,07
Flexible working hours and working 4,09
environment 3,94
Entertainment and get together 3,13
events 3,71
3,51
Company's shares and bonuses
2,49
East West 2 3 4 5

7. PREFERENCES IN WORKING ENVIRONMENT
4,25
Good relationship among workers 4,54
4,14
Friendly and caring management 4,29
4,23
Equal treatement for workers 4,22
3,97
Enough facilities and space 4,13
3,96
Management co-operation and sharing… 4,12
3,38
Less hierarchical structures 4,02
3,63
Availability of team work 4,01
3,14
Refreshment places 3,96
3,71
Independent work 3,49
3,08
Existence of air conditioning and… 3,4
2,74
Aesthetical working space 3,28
3,8
I prefer to work in a large company 3,01
East West 2 2,5 3 3,5 4 4,5 5

8. EXPECTATIONS OF EMPLOYER’S SUSTAINABLE BRANDING
3,93
Have a good reputation
4,11
3,92
Avoid bribery and scandals
4,06
4,06
Promote and care for environment
3,74
3,88
Help society to increas welfare
3,69
4,04
Help the poor members of the society
3,36
Participate infrastructuralproject 3,82
development 3,24
East West 2 2,5 3 3,5 4 4,5 5

9. REASONS FOR QUITTING A JOB
Poor working conditions 3,94
4,32
Unorganized working process 3,84
4,17
Problems with management 3,57
4,16
Poor salary 4,16
4,14
Nature of the job 3,53
4,03
Problems with colleagues 3,49
3,87
Poor benefits 3,99
3,48
Bad reputation 3,73
3,41
Location of the organization 3,03
3,26
Too much overtime work 3,51
3,24
Maternity / Paternity 3,11
2,79
East West 2 2,5 3 3,5 4 4,5 5

10. MOTIVATIONAL FACTORS
4,27
I want to develop myself
4,4
4,25
I want to earn money
4,33
3,95
I want to accomplish goals
4,33
I want to make my passion to my 4,22
profession 4,3
3,75
I want to get in contact with people
4,13
3,51
I want to have something to do
3,84
East West 2 3 4 5

11. CONCLUSIONS
In general soft qualities are more
important than money
◦ trust, communication, relationships,
equal treatment, flexibility, an
employee’s development and
sustainable values
People in the East are more
involved with money and security
◦ salary, contracts, larger companies
and also about helping poor people
and creating something for the
society
In the West caring management,
trust, respect and communication
as well as good relationships are
respected

12. FUTURE
A research from employers’
attitudes is being made
By comparing these 2 studies the
main problems can be found and
deeper and
more detailed
recommedations
given

13. THANK YOU!
Dr. Evariste Habiyakare
HAAGA-HELIA University of Applied
Sciences
Email
evariste.habiyakare@haaga-helia.fi
Ms. Johanna Heinonen
HAAGA-HELIA University of Applied
Sciences
Email
johanna.heinonen-salakka@haaga-helia.fi