Eindscriptie Commerciële Economie
“Motivatie creëren voor trainees binnen X”
Taal: Nederlands (alleen de management summary is in het Engels)
This report is written for ORGANISATIE. ORGANISATIE is a label of the employment agency
ORGANISATIE. ORGANISATIE is focused on renewing the education branch by offering traineeships
and full courses in areas where there is a high demand for employees. Due to tight labour market
conditions in certain sectors, it is difficult to find enough new candidates for the traineeships and
courses. Because of the tight labour market ORGANISATIE is trying new ways to attract candidates.
They started with ‘campus recruitment’. This is recruitment focused on people that are still studying
or people that are just graduated.
At this moment, there is a lack of knowledge about the factors that motivates the target group to
choose for a certain ‘next step’ after their graduation. If this information is known, ORGANISATIE can
create campus recruitment communication and activities that trigger the motivation of the target
group to choose for ORGANISATIE.
The main question of this report is:
‘What aspects motivates the potential candidates to choose for a ORGANISATIE traineeship?’
The aim of the research is to give ORGANISATIE insight in what aspects determine, influence an
strengthen the motivation of the potential candidates, to give advice about the aspects that are
important to emphasize when developing offline communication to attract potential candidates.
In order to answer the main question of this report, desk and field research is conducted. Desk
research is comprised of researching theories about motivation an influencing the target group. The
desk research analysed the ORGANISATIE label, the competition and the generation of the target
group. Field research is conducted by doing qualitative research among the target group. Twelve
respondents were asked about their motivation, previous choices and preferences about offline
communication in one on one depth interviews. The respondents also completed a scientific test to
determine their motivation. This method of research has been chosen, because in-depth interviews
are very suitable to investigate decisions, wishes, needs and motivation.
Findings and conclusions
Field research shows that respondents have different aspect that triggers their motivation. The
scientific motivation tests have established that the target group is externally motivated. Their
motivation is triggered by external factors, mostly by the added value of an activity.
When it comes to their ‘next step’ after graduation there are different reasons to choose for a
certain step. One person wants to gain work experience, while the other person wants to specialize
in a certain work field. During the orientation toward a next step, there are a few aspects in
communication that the target group considers important. They want to know the experiences of
others, so that they hear the real and honest story. They also want to get to know a company or
traineeship personally. Personal contact is important, because then there is an opportunity to ask
questions and get to know the company personal. It is important for the target group to feel a
connection with their ‘next step’. The information that is important for the target group is the
practical information. This is information about the entire traineeship process, the clients, the
income, the numbers of hours, the content, etc. Another important thing is that the target group
wants to get an experience or look into a traineeship. They want to experience or see themselves
how a traineeship works or what the content is.
The achieve the aim of this report a few recommendations have been given to the company.
Emphasizing important aspect in campus recruitment activities: in the findings and
conclusions a few important aspects have been appointed. When these aspects are
emphasized in the campus recruitment communication and activities, the motivation of the
target group will be triggered.
An active and personal introduction and activity: when creating campus recruitment
communication and activities it is important that is consist personal contact and that it
consists some activity. The target group wants to experience themselves and do not just
want to sit and listen.
Use video visualisation: the target group is from a generation that values visualisation in the
form of video. They want to see with their own eyes how something works.
Hoofdstuk 1 - Inleiding
Hoofdstuk 2 - Probleemanalyse
Hoofdstuk 3 – Theoretisch kader
3.1 Het besluitvormingsproces
3.3 Conceptueel model
Hoofdstuk 4 - Onderzoeksmethodiek
4.4 Werving en selectie respondenten
4.5 Betrouwbaarheid en validiteit
Hoofdstuk 5 – Resultaten deskresearch
5.1 Het merk
5.3 Campus Recruitment
5.4 De doelgroep
Hoofdstuk 6 – Resultaten fieldresearch
6.1 Kennis en houding
6.3 Oriëntatie & communicatie
Hoofdstuk 7 – Conclusies
Hoofdstuk 7 - Aanbevelingen
Hoofdstuk 8 - Implementatieplan