The purpose of this research is to investigate the criteria which are needed to build a strong employer brand for companies in the fast growing Internet industry in the Netherlands, so talented employees can be attracted. The research first examines the current literature made on employer branding.
The primary research is based on both qualitative and quantitative research. Qualitative data are collected through a focus group. The researcher did a focus group with ten Corporate Management Trainees of N.V. Nuon, Amsterdam to investigate the possible pull factors needed according to the target population. Quantitative data have been collected through a questionnaire and structured interviews. The questionnaire have been held among business master students aged between 21 and 35, studying at one of the Dutch Universities to evaluate their work related needs and behaviour during their orientation to an employer. The structured interviews have been conducted among professionals working in the employer branding area, held at a career event in Amsterdam. The structured interviews have been conducted to obtain information regarding the experiences of current employer brand experts, to evaluate this experience with the results of the questionnaire to secure the recommendations.
Results of the research conclude that employer branding is effective to attract talents to companies and give the opportunity to turn the company into an employer of choice. Talents have clear preference in their work related needs and difference between the Generation X and Generation Y are found. Finally, recommendations are given which recommended the steps to build an employer brand related to the part of building an employer brand investigated in this research. The framing of the recommendations is based on the conclusions of the objectives.