Promoting Alcoa Fjarðaál as a workplace

Abstract

In this thesis, the authors investigate what Alcoa could be doing to attract workers to the company. Multiple factors must be considered when designing promotion initiatives for a workplace. The attraction of a company plays a crucial role in the promotion of a company. Looking further into attraction, three facets were found to affect attraction toward a company: Employee satisfaction, generational differences, and social status of a company. It’s not surprising that transparency plays a crucial role in all three facets. After interviewing company representatives and combing through data, five recommendations were made to support initiatives to promote Alcoa as a workplace. All recommendations were made in the spirit of transparency.