Dissertations / Theses: 'Employer Branding'

1

Stighäll, Emil. "EMPLOYER BRANDING : En analys av idealbilden inom Employer Branding." Thesis, Umeå universitet, Pedagogiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-163647.

Full text

Abstract:

I en allt mer konkurrenskraftig vardag måste dagens arbetsgivare lägga större fokus på̊ att sticka ut. Endel gör det genom innovativa produkter och samarbeten, andra genom en aggressiv marknadsföringsstrategi. Humankapitalet har därför blivit ett betydelsefullt konkurrensmedel där efterfrågan på rätt kompetens har ökat. Därför har Employer Branding idag blivit ett av de hetaste ämnena inom organisatoriska kompetensförsörjning. Men hur tillämpar man Employer Branding mest effektivt enligt praktiker och teoretiker? Syftet med studien är därför att undersöka med hjälp av en diskursanalys hur Employer Branding-praktikers idealbilder ser ut. Genom denna frågeställning har jag satt praktiken i relation till de teoretiska grundpelarna inom Employer Branding. Vilket har resulterat i nyckeltal och tydliga framgångsfaktorer inom ämnet. Studien ger även en bredare insyn av självbegreppet och hur du kan tillämpa strategin för bästa möjliga effekt.

APA, Harvard, Vancouver, ISO, and other styles

2

Löfgren, Jessie, and Sofia Flodström. "Employer branding - Vad tycker medarbetarna? : En studie om intern employer branding." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-33156.

Full text

Abstract:

I en allt mer föränderlig värld där företag inom kunskapsintensiva branscher lider brist på kompetent personal, har det aldrig tidigare varit lika viktigt för organisationer att arbeta för att behålla sina nuvarande anställda. För att företag ska kunna differentiera sig och skapa en arbetsgivarattraktion krävs det att de använder sig av strategier för att de fortsättningsvis ska kunna attrahera och behålla sina medarbetare. Employer branding är sätt att stärka arbetsgivarvarumärket både internt som externt och denna studie kommer att fokusera på intern employer branding. Syftet med denna uppsats är att öka förståelsen kring vad medarbetare i en organisation tycker är viktigt för att det fortsättningsvis ska vilja stanna kvar i företaget och hur de upplever att deras arbetsgivare arbetar för att de ska stanna kvar. Detta blir viktigt i en kunskapsintensiv bransch där anställda och deras kompetens genererar konkurrensfördelar och är således eftertraktade på arbetsmarknaden. För att kunna svara på forskningsfrågan har en kvalitativ forskningsmetod med en abduktiv ansats använts och empiri har samlats in från elva stycken semistrukturerade intervjuer med respondenter från ett och samma IT-företag i Stockholm. För att kunna förstå och tydliggöra den undersökta gruppens uppfattning av organisationen, utformades det teoretiska ramverket efter tidigare forskning och utgår från teorierna employer branding, organisationsidentitet, organisationskultur och förmåner. Resultatet tyder på att samtidigt som det finns en stark gemensam uppfattning om vad som är viktigt för att medarbetarna ska vilja stanna kvar i organisationen, så finns det en intressant skillnad i hur den undersökta gruppen upplever organisationen. Det blir tydligt att de faktorerna som upplevs som viktigast av medarbetarna, för ett fortsatt arbete i företaget, är att de ges utmanande och varierande arbetsuppgifter, möjlighet till kompetensutveckling samt bra företagskultur med bra sammanhållning medarbetare emellan.

APA, Harvard, Vancouver, ISO, and other styles

3

Wong, Hendriatta Chau yuan. "The influence of employer branding on employee performance." Thesis, University of Manchester, 2015. https://www.research.manchester.ac.uk/portal/en/theses/the-influence-of-employer-branding-on-employee-performance(212ed913-b29e-4aec-8fdd-f6e432b18a1d).html.

Full text

Abstract:

In order to understand if and how employer branding influences employees’ work behaviours and enhances employees’ ability to contribute to organizational productivity, effectiveness, and competitiveness, one needs to examine its functionality and capacities beyond that of employee attraction and retention to that of employee development, engagement, and performance. This research aims to do that by answering the following questions:1. What are the factors present in the content and delivery of employer brand promises and how might they influence employee performance?2. What influence does employees’ perceived level of employer brand promise fulfilment by their organization have on their level of organizational citizenship and task performances? A mix method case study was conducted on one of Canada’s best-of-the-best employers. In total, 19 managers were interviewed and 316 employees were surveyed. Five themes emerged to reflect the employer brand promise content factors that could influence performance. They are the factors of personal sustainability, personal connectedness and belonging, opportunities and growth, personal stake and influence, as well as significance and esteem. Three themes emerged to reflect the employment benefit materialization factors. They are brand championship, branding control, and stakeholder selection and interaction. Quantitative results suggest that as a whole, statistically significant, positive, and generally weak to moderate influence exists between employees’ perceived level of employer brand promise fulfillment and their organizational citizenship performance. The influence on task performance is much weaker. However, there is stronger indication that employees’ perceived fulfillment of employer brand promises positively influences their perception of 1) their employment experience as being desirable and distinctive, 2) their organization as being a great place to work, 3) their happiness to spend the rest of their career at the organization, and 4) their lack of frequency in thinking of leaving the organization, and these positive perceptions, in turn, further influence employees’ organizational citizenship and task performances.

APA, Harvard, Vancouver, ISO, and other styles

4

Thomas, Ramona. "Employer Branding for Consultancies." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1852.

Full text

Abstract:

Fierce competition for talents and asymmetric distribution of information are the

two main reasons that make employer branding necessary for knowledge intensive

companies. Why is this especially important for knowledge intensive companies?

These companies rely on an excellent base of human resources as the

employee is forming the perception of the client in terms of credibility, quality

and reputation. So how can you filter out and attract the best people? And are all

talents attracted by the same patterns? The idea of this research is, that as the

characteristics of employees cannot be determined in advance, it is important to

initiate a pre-selection by communicating a certain industry-image that functions

as a signal of expectations the company has. This signaling via external positioning

makes it easier for the prospect employee to select a job that fits to his/her

identity and reduces hopefully the number of applications the companies get

without decreasing the overall quality. The focus of this work lies on corporate

culture, its visibility in different processes and interactions and its importance in

the employee attraction process. The interrelations between involved constructs

like organizational identity, image and attraction are worked out and a framework

of external positioning is elaborated. The two participants on the market: high

potentials and management consulting companies are analyzed concerning their

needs and expectations from each other as employee and employer. The main

outcome of this work is three different possibilities for consultancies to position

themselves: efficiency, transfer of experience and creativity. They lead to different

communications strategies as they highlight different aspects of the work as a

consultant. Methodologically the interesting and demanding issue of this work is

the integration of organizational theory concerning organizational culture and

marketing theory regarding branding into one model.

The method used is reflexive and interpretative as it takes primary and secondary

data and the social constructions of the researcher into account and actively uses

it to construct something new.

The empirical data is gathered by a written questionnaire and the sample was limited

towards the biggest players in the consultancy industry namely A.T. Kearney,

Booz Allen & Hamilton, McKinsey & Company, Boston Consulting Group

and Roland Berger Strategy Consultants.

APA, Harvard, Vancouver, ISO, and other styles

5

Hralová, Lenka. "Employer branding ve stavebnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-261953.

Full text

Abstract:

The Master's Thesis is focused on a modern trend in human resource management, employer branding, analysed as a general image of a company as employer, its working conditions and a preference of this company as a stable employer. The main goal is to review the range and relevance of employer branding within Czech building industry based on existing company and comparison with its competition. The first part describes theoretical definitions of employer branding and its instruments. The second part presents the empirical research done in Metrostav a.s., comparison with its competition and a questionnaire between civil engineering students and construction apprentices that was focused on their expectations of future employment in the building industry. In the end of the thesis the research is evaluated and the improvements that would lead to empowerment of employer brand are suggested.

APA, Harvard, Vancouver, ISO, and other styles

6

Kervall, Alexander, Sofie Mikkelsen, and Sanna Rosén. "Employer branding till undsättning : En fallstudie om ett apoteksföretags arbete med employer branding." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-52780.

Full text

Abstract:

Syfte: Syftet med studien är att ge en förståelse för hur employer branding kan användas för att göra en organisations arbetsgivarvarumärke mer attraktivt, då organisationen är präglad av arbetskraftsbrist samtidigt som ett krav på specifik kompetens finns. Metod: En fallstudie med en abduktiv ansats som behandlar employer branding utifrån ett apoteksföretag. Datainsamlingen har gjorts genom kvalitativa intervjuer och från fallföretagets forum på sociala medier. Slutsats: Studiens resultat har visat hur en organisation kan arbeta med employer branding för att stärka sitt arbetsgivarvarumärke. Två av de mest fundamentala målsättningarna med employer branding är att kunna behålla och attrahera personal. För att kunna uppnå dessa målsättningar har flertalet aspekter valts ut och analyserats för att kunna identifiera hur en organisation kan vara framgångsrik i sitt employer branding-arbete. Studien har visat att ett framgångsrikt employer branding-arbete kräver en process där varje aspekt fungerar i symbios, men att förändringar på arbetsmarknaden ibland kan vara överväldigande och underminera företagens möjligheter med employer branding.
Purpose: The purpose of this study is to bring understanding into how employer branding can be used in order to make an employer brand more attractive, while the organization is characterized by labour-shortage and at the same time demand specialized skills. Method: The study is based on a case study with an abductive reasoning and addresses employer branding from a pharmaceutical company’s perspective. The data has been collected through qualitative interviews and from the pharmaceutical company’s social media forums. Conclusion: The results of the study have shown how an organization can work with employer branding in order to strengthen its employer brand. Two of the most fundamental objectives of employer branding is to be able to retain and attract personnel. In order to achieve these objectives, numerous aspects have been selected and analyzed to identify how an organization can be successful in its work with employer branding. The study has shown that a successful work with employer branding demands a process where every aspect functions in symbiosis. However, changes in the labour-market can sometimes be overwhelming and therefore underminine the companies employer branding abilities.

APA, Harvard, Vancouver, ISO, and other styles

7

Usberg, Leonardo, and Isaak Clavijo-Retamales. "Employer Branding : En kvalitativ studie om Employer Branding i praktiken - från ett arbetsgivarperspektiv." Thesis, Södertörns högskola, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-31048.

Full text

Abstract:

In the increasingly competitive labor market it is becoming important for organizations to attract and retain competent employees. There are constant demands and pressures that organizations should comply. Therefor organizations need to have employees with the right knowledge to maintain their competitive advantage. By working systematically with the working environment, organizations can create basic conditions to strengthen their Employer Branding. The concept of Employer Branding have gained a significant role during the past decade and has evolved to become a key strategic priority for organizations. What matters is to appear as the most attractive employer in the market in order to retain and attract the most qualified talent. The study aims to identify and analyze the processes involved in Employer Branding. The results of the study show signs that many organizations have similar processes within their Employer Branding. In the subsequent discussion, the researchers have structured a model that can explain the approach on Employer Branding, where the working environment and Talent Management plays an important role. Key words: Employer Branding, Talent Management, work environment, social media
I en alltmer konkurrensutsatt arbetsmarknad blir det allt viktigare för organisationer att kunna attrahera och behålla kompetenta medarbetare. Det ställs ständiga krav och riktlinjer som organisationer förväntas efterfölja. Detta leder till att organisationer har behov av medarbetare med rätt kunskap för att kunna vara konkurrenskraftiga. Att skapa en arbetsplats för medarbetarna som ökar trivseln gynnar arbetsgivarna och bör ligga i deras intresse. Genom att systematiskt arbeta med arbetsmiljö kan organisationer skapa de grundförutsättningar som krävs för att stärka sitt Employer Brand. Begreppet Employer Branding har fått en betydande roll under det senaste decenniet och har utvecklats till att bli en viktig strategisk prioritering för ledningen inom många organisationer. Det handlar alltså om att organisationer vill framstå som de mest attraktiva arbetsgivarna på marknaden. Studiens syfte är att kartlägga och analysera vilka processer som ingår i Employer Branding och undersöka hur dessa används i praktiken. Det teoretiska ramverket som denna studie har sin utgångspunkt i, berör Employer Branding samt olika organisationsteorier för att få en ökad förståelse för detta ämne. Undersökningen består utav en kvalitativ ansats där ett flertal semistrukturerade intervjuer av olika organisationer genomförts. Genom en abduktiv ansats har författarna kunnat skifta mellan den teoretiska referensramen och empiri. Resultatet i studien visar tendenser på att många organisationer har likartade processer i arbetet med Employer Branding. I efterföljande diskussion har författarna till denna studie strukturerat upp en modell som kan förklara arbetssättet kring Employer Branding, där arbetsmiljö och Talent Management spelar en viktig roll. Nyckelord: Employer Branding, Talent Management, arbetsmiljö, sociala medier

APA, Harvard, Vancouver, ISO, and other styles

8

Salehnamadi, Nima. "Employer branding : En semiotisk innehållsanalys av Kungsbacka kommun, Säröhus och Veteranpoolens employer branding arbete." Thesis, Högskolan i Halmstad, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-38751.

Full text

Abstract:

The purpose of this study was to through a semiotic content analysis identify different and similar ways that the public- and private sector applicate their profile, identity and image on their “work with us” tab on their website. This study is also based on the assumption that the public sector is generally a few steps behind the private sector in ways of attracting new employees. And by applicating the theories profile- identity- image branding and new public management as the theoretical framework, this study could produce an analistic framework to study the organisational tabs. The result show that the studies assumption and the theory of new public management was in this case misleading and that the county of Kungsbacka has done far more applications of their profile, identity and image on their “work with us” tab. But also, that they have done a more thorough prework of their employer branding, before using it on their website. However the result of this study is not generalisable, and the result could look a lot different with other organisations in it.

APA, Harvard, Vancouver, ISO, and other styles

9

Gummesson, Sandra. "Employer Branding- Attracting Employees to the area of GGV." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35646.

Full text

Abstract:

Abstract Background: Although the area of Gnosjö, Gislaved and Värnamo (GGV) have many companies it still lacks of highly educated people. The three municipalities are underrepresented of highly educated employees in relation to population, thus being able to attract and keep employees are a crucial part for the survival of the companies. The new younger generation, generation Y, is different from previous generations as they demand more from their employer and change jobs more frequently than previous generations thus the employer branding and internal marketing strategies must be improved. Purpose: The purpose of this study is to understand how different companies in the area of Gislaved, Värnamo and Gnosjö can attract and retain highly educated employees. Method: The study was made with a qualitative method, through in-depth interviews with the HR-managers of the companies chosen. A judgmental sampling technique was used with the criteria’s of manufacturing companies, 35 number of employees, 300 million SEK in turnover and located in the area of GGV. The interviews were recorded, transcribed and coded. Conclusion: Concluding, the majority of the companies are lacking highly educated employees. The results show that companies are to some extend using strategies for attracting and retaining employees. The participants were asked about employees, employer branding strategies and internal marketing activities. However the strategies are not grounded in how the employees want it, nor in previous research. The companies could use several more strategies and in a more structural way.

APA, Harvard, Vancouver, ISO, and other styles

10

Axelsson, Åsa, and Anna Granstig. "Employer Branding : Ett gränsöverskridande varumärkesarbete." Thesis, Linköping University, Department of Management and Economics, 2004. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2407.

Full text

Abstract:

Bakgrund: Denna uppsats handlar om hur företag ska kunna attrahera framtida kompetens med en ny varumärkesstrategi. ”Employer Branding” är namnet på denna strategi och beskrivs av konsulter som ett medel för företag att via en genomtänkt varumärkesstrategi profilera företaget på kompetensmarknaden. Grunderna i en Employer Branding-strategi innefattar följande aspekter: att kunna attrahera och behålla den bästa kompetensen samt att ena företaget kring sin vision och kultur. Vi har i denna uppsats undersökt och definierat vad en Employer Branding-strategi innebär och hur begreppet kan ställas i relation till existerande teorier. Vidare har vi genom intervjuer på Ericsson, VolvoCars och SAS utrett vilka krav en Employer Brandingstrategi ställer på företaget och dess varumärkeshantering.

Syfte: Att definiera och teoretiskt relatera Employer Branding till varumärkesforskning, samt analysera vilka krav Employer Branding ställerpå företags varumärkeshantering.

Genomförande: Vi har valt att genomföra en empirisk studie där erhållna kunskaper grundats på information från intervjuer i och observationer av verkligheten. I vår förstudie sökte vi information i syfte att definiera vad Employer Branding är (del 1, kap 1-5). Studien har till stor del varit ur ett marknadsperspektiv och av explorativ art då "fenomenet" är relativt okänt. Vi valde att först intervjua konsulter som var kunniga inom Employer Branding, för att kunna göra en empirisk begreppsbildning. Utifrån denna nya kunskap samlade vi in befintliga teorier som vi ansåg kunna sättas i relation till Employer Branding. För att förstå vilka krav som Employer Branding ställer på varumärkeshanteringen på företag har vi valt att intervjua tre stora svenska arbetsgivare utifrån två perspektiv på företagen, utifrån Human Resource- och utifrån varumärkes/marknadsföringsperspektiv. Uppsatsen har därmed två empiriska målsättningar. Till begreppsbildningen, del 1 var huvudsyftet att definiera vad Employer Branding är och i uppsatsens andra del (kapitel 6-8) att undersöka vilka krav Employer Branding ställer på företags varumärkeshantering.

Resultat: Employer Branding är en marknadsföringsstrategi som beskriver hur företaget kan profileras som arbetsgivare mot arbetsmarknaden, för att skapa en tydlig arbetsgivarimage. Detta i syfte att skapa konkurrensfördelar som arbetsgivare. Målsättningen är att attrahera och behålla rätt kompetens samt att internt förena företaget i en vision kring varumärket, ett Employer Brand. Det nya med begreppet Employer Branding är inte dess beståndsdelar utan hur strategin frammanar en ny kombination av teorier, tankesätt och arbetssätt för att skapa ett helhetsperspektiv och intern konsensus gällande varumärket, och att skapa en trovärdig arbetsgivarimage gentemot arbetsmarknaden. Strategin syftar därmed till att skapa ett långsiktigt relationsbyggande med arbetsmarknaden och företaget får ett affärsmål och en vision kring hur det ska nå ut med sitt rekryteringsbudskap till arbetsmarknaden och sina anställda över konjunkturer.

APA, Harvard, Vancouver, ISO, and other styles

11

Andersson, Felix, Isaksson Daniel, and Krunic Jelena. ""Employer Branding i kommunal verksamhet"." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-28589.

Full text

Abstract:

Vilka möjligheter och utmaningar är centrala för kommunal verksamhet i arbetet att skapa ett attraktivt Employer Brand? De största utmaningar som under studiens gång har upptäckts påverka kommunala verksamhetens arbetsgivarvarumärke i negativ riktning, är främst allmänhetens okunskap och de myter som finns om kommuner. För att effektivt kommunicera bör organisationen veta vem som är mottagaren, detta är en utmaning i en verksamhet som innefattar nästa alla demografiska aspekter. De bör därför försöka hitta gemensamma nämnare bland de personer som de vill attrahera, det behöver inte vara yrket utan värderingarna som är det centrala. Nästa utmaning som har identifierats är att skapa ett gemensamt lärande mellan kommunerna genom en gemensam medarbetarenkät.

APA, Harvard, Vancouver, ISO, and other styles

12

Enemar, Sara. "Employer branding : Ett kommunikativt instrument." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10146.

Full text

Abstract:

Det blir allt mer värdefullt för företag att kommunicera ut sitt arbetsgivarvarumärke till sina medarbetare och till framtida potentiella medarbetare. Fenomenet benämns employer branding och diskuteras i de flesta branscher. Modeindustrin är, i detta sammanhang, definitivt inget undantag. Employer branding handlar om att göra ett företag till en attraktiv arbetsplats och erbjuda ett unikt värde till befintliga och framtida medarbetare. Utmaningen inom employer branding framhävs genom den omstridda konkurrensen över att finna de mest lämpade medarbetarna och behålla de rätta medarbetarna i kombination med att kommunicera sina unika förmåner för att tilltala den allt mer specialiserade kompetensen hos arbetssökande. Employer branding kan i många fall stå i relation till sociala medier, som på många och olika sätt kan tilltala den interna sfären och externa intressenter hos ett företag. Med detta som grund utvecklades studiens syfte att undersöka hur employer branding skapar en attraktiv arbetsplats genom att öka motivationen hos anställda och förmedla ett externt informationsvärde. Studien har utgått från en kvalitativ metod där fyra fallföretag har involverats för att få fram relevant information där semistrukturerade intervjuer genomförts med samtliga fallföretag. Fallföretagens intervjuer presenteras under resultat för att tillsammans kunna mynna ut i en analys. Det har visats att fallföretagen arbetar främst internt med sin employer branding med en levande dialog kring företagets vision och värderingar tillsammans med att erbjuda sina medarbetare utveckling, karriärmöjligheter, trivselaktiviteter och se till den enskilde individen. Detta samtidigt som de har blicken mot de externa intressenterna genom att använda sig av sina befintliga medarbetare och sociala medier för att kommunicera sina unika värden. Dock framförde samtliga fallföretag att de måste utveckla sin externa kommunikation så inte en lämpad medarbetare går vidare till ett annat företag. Sammantaget visar studien hur fyra olika svenska modeföretag resonerar kring och använder sig av det allt mer aktuella fenomenet employer branding.

APA, Harvard, Vancouver, ISO, and other styles

13

Mohammed, Serag Hannan. "Employer branding : En studie av “The Employer Brand Mix”." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19039.

Full text

Abstract:

Abstract Titel: Employer Branding: En studie av “The Employer Brand Mix” Nivå: C-uppsats i ämnet företagsekonomi Författare: Hannan Mohammed Serag Handledare: Jens Eklinder Frick & Jonas Molin Datum: 2014 Bakgrund & syfte: Allt fler företag konkurrerar med varandra för att attrahera och behålla rätt personal. Det resulterar i att företag börja rikta sitt fokus på sina nuvarande och potentiella medarbetare. Ur denna bakgrund har begreppet Employer Branding trätt fram inom marknadsföring. Konceptet Employer Branding går ut på att stärka ett företags arbetsgivarvarumärke för att attrahera och behålla de mest talangfulla medarbetarna. Barrow och Mosley (2005) har skapat modellen ” The Employer Brand Mix” för att hjälpa ett företag att bli en attraktiv arbetsgivare. Modellen är indelad i två grupper, det organisatoriska sammanhanget och det lokala sammanhanget, som innehåller två grupper sex nyckelfaktorer vardera. Syftet med examensarbetet är att analysera sambandet mellan det organisatoriska sammanhanget och det lokala sammanhanget utifrån modellen ” The Employer Brand Mix” . Metod: I den genomförda studien har både en kvantitativ och en kvalitativ metod använts för att samla och bearbeta data. Den empiriska datan har inhämtats med hjälp av enkäter och semistrukturerade intervjuer. Resultat & slutsats: I den här studien kan man se ett samband mellan arbetet i företagets organisatoriska sammanhang och arbetet i företagets lokala sammanhang. Företag som fokuserar på den externa marknadsföringen av Employer Branding har valt att prioritera arbetet med externt rykte, rekrytering och introduktion samt Team Management. De företag som fokuserar på den interna marknadsföringen av Employer Branding prioriterar att arbeta med på intern kommunikation, företagsledning, Service Support, arbetsmiljö, prestationsbedömningar och Team Management. Förslag till fortsatt forskning: En kvantitativ och en kvalitativ studie om det finns intern och extern Employer Brandings aspekter i hur organisationer sätter upp policys samt hur dessa organisationer arbetar mot att uppfylla policyn i praktiken. Nyckelord: Employer Brand, arbetsgivarvarumärke, image, organisationskultur, Value Propositions, företagsledning och intern kommunikation.

APA, Harvard, Vancouver, ISO, and other styles

14

Boggby, Karin, Sofia Engström, and Linda Villegard. "Employer branding i offentlig sektor : En deskriptiv fallstudie av Örebro kommuns arbete med employer branding." Thesis, Örebro universitet, Handelshögskolan vid Örebro Universitet, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-33621.

Full text

Abstract:

Employer branding in public sector A descriptive case study on Örebro kommuns work with employer branding Problem: Previous literature on employer branding is normative and highlights what the work with employer branding should contain in order to succeed. Previous literature lack descriptions of how the actual work is carried out in organizations. Previous literature also takes basis in the private sector and there is a lack of studies conducted in the public sector. Purpose: The purpose of this study is to describe how an organization in a public sector works with employer branding and it also aims to increase the understanding of employer branding. Method: The study is a descriptive case study based on a qualitative approach with semi- structured interviews with two employees at Örebro kommun. Throughout the study previous literature on employer branding is used. Results: We have noticed different activities in the organizations work with employees, leadership and communication that contribute to employer branding. The organization has a well-developed approach for the existing employees that contribute to the employee's personal development. In the work of leadership the organization use a specific policy document that creates the leadership that is requested in the organization. In the study it has been noted that the work concerning leadership and employees are in many ways interrelated and managers have a crucial role in the work with the employees. Regarding communication, the organization works with both internal and external communications in employer branding. The main purpose for the external communication is recruitment and the content is department specific. Internal communication occurs mainly through organizational instruments that communicates the company's values and involve the recipient in the organization's goals.

APA, Harvard, Vancouver, ISO, and other styles

15

Brundin, Frida, and Linda Kanavina. "Employer branding, den enda vägen till framgång? : En kvalitativ studie om Karlstads kommuns employer branding." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-70838.

Full text

Abstract:

Employer branding är något som idag kan ses som en självklarhet för många arbetsgivare. De anställda ska identifiera sig med arbetsplatsens varumärke och representera det på sådant sätt som arbetsgivaren önskar. Det krävs dock en hel del förberedning och hårt arbete för att detta ska nå ut till de anställda. Detta är en kvalitativ fallstudie där Karlstad kommun är vårt case. Här undersöks närmare hur två olika yrkesgrupper mer specifikt pedagoger och sjuksköterskor mottar kommunens employer branding. Det studeras även om det är kommunen eller yrkeskåren som dessa individer identifierar sig med och vad grunden till detta kan vara. Denna kvalitativa undersökning skedde i form av samtalsintervjuer och baseras på en abduktiv forskningsansats. Det som undersökts är följande: Hur tillgodogör sig Karlstad kommuns anställda kommunens employer branding? Upplever anställda inom Karlstads kommun att arbetsgivarens employer branding påverkar deras arbets- och privatliv? Identifierar sig anställda inom Karlstads kommun sig främst med kommunen eller den egna yrkeskåren? Arbetet baseras på flertal teorier som behandlar olika områden. Bland annat employer branding, den egna identiteten, den sociala identiteten och arbetsidentiteten samt hur dessa hör ihop. Resultatet av denna studie visar på något oväntade svar från de åtta respondenterna. Karlstads kommun lägger ned mycket jobb på employer branding och varumärkesarbete. Därför fanns en viss förväntan på hur svaren från intervjupersonerna skulle se ut. Det visade sig att båda yrkesgrupperna var väl medvetna om Karlstads kommuns jobb med att uppnå en god employer branding men trots detta kände de ingen större koppling till Karlstads kommun. Respondenterna kände en starkare identifikation med sin respektive yrkeskår framför kommunen trots kommunens försök att implementera sina värderingar i sina anställda.
Employer branding is, nowadays, something that for many employers can be seen as something natural and self-evident. The employees are supposed to be able to identify themselves with the brand of their workplace and represent it as the employer wishes. However, a great deal of preparation and hard work from the employer is required to reach the employees. This is a qualitative case study in which Karlstad municipality is the case. Here we examine more closely two different professions, more specifically how educators and nurses employed by Karlstad municipality recieve their employer branding. We are also examining if it is the Karlstad municipality or the respective professions that these individuals are most likely to identify themselves with and what the primary cause of this could be. This qualitative study is performed by interviews and is based on an abductive discovery approach. Since we have done an earlier research on the subject this approach helps us keep a more open and objective view of the reality. The following questions are the main areas that are being researched: How does Karlstad municipality’s employees benefit from the municipality 's employer branding? Do Karlstad municipality’s employees experience that the municipality’s employer branding affects their work and private life? Do employees in Karlstad municipality identify themselves primarily with the municipality or their own profession? The work is based on several theories that are applied on different areas. This includes employer branding, personal identity, social identity and work identity, and how these are linked together. The result of this study shows some unexpected responses from the eight respondents. Karlstad municipality is putting a lot of work into their employer branding and branding work overall. Therefore, there was a certain expectation of what the answers from the interviewees could be. It turned out that both professions were well aware of Karlstad municipality 's attempts to achieve good employer branding. Despite this it was not received as expected by the employees. The respondents felt that they had a stronger identification with the respective profession rather than the municipality itself despite the municipality 's attempts to implement their values in their employees.

APA, Harvard, Vancouver, ISO, and other styles

16

Sällinen, Iida, and Siiri Järvinen. "Employer branding & Wellness syndromet : Kan employer branding om friskvård verka som en isolerande faktor?" Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-298207.

Full text

Abstract:

The purpose of this study was to examine in what way a strong employer branding of health promotion can have an effect on the ways individuals can experience isolation and stress. In this survey we have used the theories of health promotion, organizational culture, isolation and stress in an analysis of the possible situation caused by strong employer branding of health promotion. We have used these theories in analysis with the purpose to answer the following questions: How does a strong employer branding of health promotion influence those employees who, for some reasons, don’t take advantage of organizations’ health promotion programs and activities? Could those, who don’t take advantage of health activities, become isolated in a company? The method of research that was used in this study is a qualitative analysis; we used semi structured interviews and open e-mail correspondences. The material was collected from nine different organizations as the response from ten interviews. The result of the analysis show that is possible for an individual to experience isolation and stress as a result of an organization’s employer branding on health promotion. At the same time these individuals can experience that they are indirectly obligated to consider their everyday actions from the health promotion perspective, which we have assumed to be a result of the possible punishments and rewards from their leaders. The conclusion is consequently that a strong employer branding can affect an individual’s social situation within an organization, but it is problematic to see in which scale. The result has revealed that employer branding of health promotion is a possible cause for isolation and stress.

APA, Harvard, Vancouver, ISO, and other styles

17

Brené, Ylva, and Ida Åström. "Intern Employer Branding : En kvalitativ studie om hur tre managementkonsultbolag arbetar med intern Employer Branding." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-452291.

Full text

Abstract:

Denna uppsats behandlar fenomenet intern Employer Branding. Problemet som ligger till grund för uppsatsen är konsultbranschens svårigheter i att behålla anställda och branschens höga personalomsättning. Syftet med denna uppsats är att undersöka hur managementkonsultbolag arbetar med intern Employer Branding. Dessutom undersöker författarna hur managementkonsultbolag arbetar med aktiviteter kopplat till intern Employer Branding. Därtill analyserar författarna om verktyget intern Employer Branding kan användas för att behålla medarbetare och minska personalomsättning. Författarna av denna uppsats mäter inte om arbete med intern Employer Branding bidrar till att behålla anställda och reducera personalomsättning. Uppsatsens teoretiska referensram är konceptet intern Employer Branding och ett teoretiskt ramverk av Backhaus och Tikoo (2004) bestående av organisationsidentitet, företagskultur och lojalitet. En kvalitativ forskningsdesign har valts. Semistrukturerade intervjuer har genomförts och författarna har tagit del av dokument från respektive företag. Studiens slutsats är inledningsvis att managementkonsultbolag genomför ett omfattande arbete med intern Employer Branding. Vidare genomför managementkonsultbolag många aktiviteter kopplat till intern Employer Branding. Utifrån studiens teoretiska inramning och den genomförda studien är arbete med intern Employer Branding eventuellt något som företag i stort skulle gynnas av. Slutligen visar genomförd studie på att arbete med intern Employer Branding bidrar till ökat bibehållande av anställda och att företag kan hantera uppsatsens formulerade problem kring hög personalomsättning.

APA, Harvard, Vancouver, ISO, and other styles

18

Moroko, Lara Marketing Australian School of Business UNSW. "New perspectives on employer branding: an empirical investigation of scope, nature and success drivers." Awarded by:University of New South Wales. Marketing, 2009. http://handle.unsw.edu.au/1959.4/44753.

Full text

Abstract:

Employer branding is a strategic activity that has grown in popularity over the past two decades. Much progress has been made in investigating aspects of employer branding; however, many facets of the process, as it has been conceptualised in the research literature, remain empirically unexplored. The aim of this thesis is to get a deeper, more grounded understanding of employer branding based on an investigation of employer branding processes in practice. Four papers are presented, each providing a new perspective. In the first paper, industry experts??? perceptions of the characteristics of successful and unsuccessful employer brands are used to arrive at a typology of employer branding success. The typology is managerially relevant, providing a means by which firms may assess their employer branding success qualitatively and quantitatively (based on metrics commonly used in practice). Further, theoretical contributions are made by establishing employer branding as a context distinct from corporate and consumer branding, and by providing a basis for assessing variance between employer brands. In the second and third papers, the mechanisms that shape and perpetuate employer brands are explored. Individual (employee) and firm-related mechanisms drawn from the literature are empirically validated in the second paper using qualitative within-case analysis of four employer brands. The firms are from a broad range of industries and are characteristically successful (a pharmaceuticals and a financial services firm) and unsuccessful (a transport firm and a semi-government public utility). The case analysis results in the discovery of additional mechanisms relating to industry-level factors, not previously documented. These findings are built on in the third paper, where cross-case analysis of the same firms is used to establish a set of conditions that support or erode employer branding success. Importantly, theory perspectives outside the traditional domain of marketing (i.e., human resources, organisational behaviour and strategy) are shown to be critical for understanding the process in practice. A taxonomy of generic market segmentation types is used in the fourth paper to investigate the application of market segmentation to employer branding. Market segmentation is shown to provide a useful link between employer branding and broader strategic planning.

APA, Harvard, Vancouver, ISO, and other styles

19

Ärnström, Erik, and Johan Bergman. "Attracting the right employees : A study of successful employer branding." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-33994.

Full text

Abstract:

Employer branding is an area of growing importance and attention. Though the concept of attracting and recruiting employees is by no means a new one, the idea of the employer brand implies a more conscious opinion of companies as employers by potential employees and as a result a more considered approach by companies themselves. The purpose of this thesis is to analyze how the attract stage of employer branding in an anonymous company could be improved and formulate suggestions for improvement. The analysis is performed with three different focuses: formulating an employer branding strategy, organizing a structure to implement this strategy and communication of the desired image and brand values. Results show that the company is lacking in many areas and have potential for improvement in several key areas. The general analysis is that focus in employer branding is moving towards a more active dialogue with the target group where transparency and relations are emphasized. The company could improve their employer branding management by defining on a more specific target group, prioritize the opinion of this group over the general student population and use local brands more in the communication.

APA, Harvard, Vancouver, ISO, and other styles

20

Öberg, Carl, and Mikaela Carlsson. "Intern employer branding i revisionsföretag : En kvalitativ flerfallsstudie om hur Big Four företagen kan minska sin personalomsättning." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-167470.

Full text

Abstract:

Att lyckas behålla anställda har blivit en alltmer vanlig fråga för arbetsgivare i och med en förändrad arbetsmarknad med hög konkurrens, och en för hög omsättning av personal kan få stora konsekvenser för ett företag. En bransch som länge präglats av hög personalomsättning är revisionsbranschen, och trots att tidigare studier har gjorts för att hitta anledningar till detta är det fortfarande ett omtalat problem, och revisionsbyråerna arbetar ständigt med att få sina anställda att stanna kvar på företagen, inte minst Big Four företagen. Employer branding, och främst intern employer branding, har visat sig ha en påverkan på personalomsättning eftersom det kan leda till att anställda väljer att stanna kvar på företagen. Revisionsföretagen har fortfarande problem med hög personalomsättningen och ännu har inte intern employer branding undersökts i revisionsbranschen. Syftet med studien är att skapa förståelse för vad Big Four företagen kan förbättra i sitt arbete med intern employer branding för att minska personalomsättningen. Studien är en fenomenologisk flerfallstudie av kvalitativ karaktär där empirin har samlats in genom semistrukturerade intervjuer med nuvarande och tidigare anställda från de fyra största revisionsföretagen, Big Four. Den abduktiva ansatsen har möjliggjort en djupare förståelse av fenomenet då empirin och teorin under studiens gång har utvecklats och bearbetats för att nå fram till tydliga resultat. Studiens resultat redogör för vad som kan förbättras inom Big Four företagens interna employer branding arbete för att minska personalomsättningen. Dessa förbättringar är bland annat; skapa ett unik employer brand, ta hänsyn till individuell utveckling och att arbetsuppgifter ska vara intressanta över tid. Flera exempel på förbättringsmöjligheter är mer detaljerad feedback, att anställda ska bli mer bekanta med företagspolicys och att anställda ska få ökad förståelse för hur de bidrar till företagens organisatoriska mål.
Success in retaining employees has become an increasingly common issue for employers as a result of a changing labor market with high competition, and too high a turnover of employees can have major consequences for a company. An industry that has long been characterized by high employee turnover is the audit industry, and although previous studies have been done to find reasons for this it is still a stated problem, and the accounting firms are constantly working to get their employees to stay at the companies, not least the Big Four companies. Employer branding, and in particular internal employer branding, has been shown to have an impact on employee turnover, as it can lead to employees choosing to stay with the companies. The audit firms still have problems with high employee turnover and internal employer branding has not yet been investigated in the audit industry. The study aims to create an understanding of what the Big Four companies can improve in their work with internal employer branding to reduce employee turnover. The study is a phenomenological multi-case study of a qualitative nature where the empirical data were collected through semi-structured interviews with employees and former employees of the four largest audit firms, the Big Four. The abductive approach has allowed a deeper understanding of the phenomenon as the theory and the empirical data has been developed and processed throughout the study to achieve clear results. The result of the study describe what can be improved within the Big Four companies' work with internal employer branding to reduce employee turnover. These improvements include; create a unique employer brand, take individual development into account and make work tasks interesting over time. Further examples of opportunities for improvement are more detailed feedback, that employees should become more familiar with company policies and that employees should gain a greater understanding of how they contribute to corporate organizational goals.

APA, Harvard, Vancouver, ISO, and other styles

21

Borgqvist, Jens, and Ida Axelsson. "Employer Branding : ett modernt begrepp i offentlig verksamhet." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-36659.

Full text

Abstract:

Bakgrund Sedan efterkrigstiden har det skett en ökning av moderna organisationsidéer. En av dessa idéer är employer branding som utgör varumärket för företaget som arbetsgivare och som syftar till att locka till sig och behålla rätt personal. Offentlig verksamhet har börjat arbeta med detta begrepp som en följd av new public management men studier på detta område saknas. Syfte Syftet med studien är att skapa förståelse för de svårigheter som finns i att utforma ett employer brand i en offentlig verksamhet som karaktäriseras av new public management-idéer. Vi vill bidra till den företagsekonomiska diskussionen om employer branding genom att bidra med ett kritiskt förhållningssätt till begreppet inom offentlig verksamhet. Metod Studien är hermeneutisk med en abduktiv ansats. Fallstudier har använts för att samla in det empiriska materialet. 18 semistrukturerade intervjuer har utförts med personer på Växjö kommun. En observation har även genomförts. Slutsats I studien framkom det tre delar som skapar svårigheter för den offentlig verksamhet i employer branding-arbetet. Dessa är de vitt skilda yrkeskategorierna i verksamheten, den decentraliserade organisationen samt kompetensbristen kring employer branding i offentlig verksamhet.
Introduction Since post war era there has been an increase of modern organisational ideas. One of them is employer branding which is the characteristics of the company as an employer which purpose is to attract and retain the right employees. The public sector has now embarked the concept as a consequence of the new public management era. Field studies in this are absent. Purpose The purpose of this thesis is to increase the understanding about the difficulties of design an employer brand in the public sector which is characterized by new public management. The aim is to give a contribution to the discussion of employer branding, in the field of business administration, with a critical perspective towards the concept in the public sector. Method The study is hermeneutic with an abductive approach. We used a case study to collect the empirical material. 18 semi-structured interviews have been conducted within the municipality of Växjö. One observation did also take place. Conclusion In our study, we found, three parts in the public sector that makes it complicated to formulate an employer brand. They are: the large organisation with many different professions, the decentralization and the lack of knowledge about employer branding in the public sector.

APA, Harvard, Vancouver, ISO, and other styles

22

Lernedal, Frida. "Intern Employer Branding ur ett medarbetarperspektiv." Thesis, Stockholms universitet, Psykologiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-77305.

Full text

Abstract:

Employer Branding handlar om att skapa ett starkt arbetsgivarvarumärke och hur medarbetarna förmedlar varumärket. Stockholm stad använder visionen "Ett Stockholm i världsklass" i sitt Employer Branding arbete. Endast lite forskning finns kring hur medarbetarna upplever sin organisation i samband med ett Employer Branding-byggande. Syftet med denna studie var att öka förståelsen för hur medarbetare i organisationen Stockholm stad upplever tillhörighet och delaktighet. En observation och fyra intervjuer genomfördes. Resultatet visade att olika individer upplever tillhörighet och delaktighet på olika sätt samt att behoven hos individerna är olika. Samtliga informanter upplever tillhörighet till den egna enheten och dess verksamhet. Lyhördhet och respekt från chef och ledning är förutsättningar för delaktighet enligt informanterna. Informanterna anser att visionen skapar ett gemensamt mål och enighet i organisationen. Studien visar hur medarbetare upplever tillhörighet och delaktighet samt hur en organisation kan arbeta med delaktighet och tillhörighet och på så sätt utveckla intern Employer Branding.

APA, Harvard, Vancouver, ISO, and other styles

23

Kollerová, Kristýna. "Employer Branding: marketingový přístup k HR." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73693.

Full text

Abstract:

The main aim of the thesis is to explain the essence and benefits of using a marketing approach, tools and means for the area of human resources and analyze the content and interdependence of two parts of HR marketing, external and internal. Thesis has also the ambition to apply the theory of brand building on the specific case of employer brand. Part of the thesis forms research on FMCG company Nutricia, which should show what the company does for its HR marketing and how it is perceived as an employer both on the internal and external labor market. The principal methods of work includes analysis of Czech and foreign literature and papers on the theme. Materials provided by Nutricia and written questionaires were analyzed in the practical part of the research. The conclusion sums up the benefits of marketing aproach to HR, its coherence within the general framework of marketing mix and current actual state.

APA, Harvard, Vancouver, ISO, and other styles

24

Norrmyr, Paula, and Melanie Björk. "Employer Branding - "Kriget om talangerna" : En studie om ett IT-konsultföretags Employer Brand gentemot dess rekryteringsmålgrupp." Thesis, Södertörns högskola, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-31987.

Full text

Abstract:

The internal marketing concept speciefies that an organization's employees is its first market. The demands on companies to meet employee needs increases with the skills and knowledge employees possess, which acts as a competitive advantage. The internal marketing terms "Employer Branding" and "Employer Attractiveness" are still considered to be underdeveloped. Employer Branding refers to the process of marketing that companies use to target desired employees and retain current employees. To find and attract the right work force effectively, companies are required to have a strong Employer Brand. The IT consulting industry shows that job seekers have more power than employers, which creates a intense competition for labor. The aim of this study is to examine how employees at an IT consulting firm perceive the organization's Employer Brand along with what the company's recruitment target market is seeking in a potential employer. Based on a theoretical model; Employer Brand Predictive Model and with the help of two empirical studies, research can demonstrate whether or not the IT consulting firm’s existing Employer Brand is considered to be compatible against recruitment target market’s conditions. The study shows empirical indications that the IT consulting firm’s lacks external brand awareness and absence of a clear strategic aim for selecting the appropriate recruitment target market.
Det interna marknadsföringskonceptet anger att en organisations anställda är deras första marknad. Kraven på företag att uppfylla anställdas behov ökar i och med den kompetens och kunskap de besitter vilket utgör en konkurrensfördel. Inom intern marknadsföring är begreppen ”Employer Branding" och "arbetsgivarens attraktionskraft" fortfarande underutvecklade. Employer Branding hänvisar till den process av marknadsföring som företag använder sig av för att attrahera en önskad målgrupp och behålla personal. För att hitta och attrahera rätt personal krävs det att företagen har ett starkt Employer Brand. IT-konsultbranschen visar på att arbetssökande har mer makt än arbetsgivare, vilket skapar en tydlig konkurrens om arbetskraft. Denna studie undersöker hur medarbetarna på ett IT-konsultföretag uppfattar organisationens Employer Brand samt vad företagets rekryteringsmålgrupp söker hos en potentiell arbetsgivare. Utifrån en teoretisk modell; Employer Brand Predictive Model och med hjälp av två empiriska undersökningar kan studien påvisa om IT-konsultföretagets existerande Employer Brand anses vara homogen gentemot rekryteringsmålgruppens villkor. Studien visar empiriska bevis på IT-konsultföretagets brist av extern varumärkeskännedom samt avsaknad av en tydlig strategisk avgränsning för val av rekryteringsmålgrupp.

APA, Harvard, Vancouver, ISO, and other styles

25

Ingefjord, Henrik, and Björn Lindgren. "Demografiskt perspektiv på Employer Branding : En kvantitativ studie om hur Ålö kan attrahera ingenjörsstudenter med Employer Branding." Thesis, Umeå universitet, Pedagogiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-92525.

Full text

Abstract:

Engineers are a group of individuals who are attractive when companies are in need for competence in technology. Today it is a shortage of these competences in the labor market. Because of this there has grown a competition among companies when they strive to recruit the best engineers. Therefore companies spend more resources on marketing themselves as an attractive employer. This study was set out to find what engineers think is an attractive employer through a demographic perspective. Another objective was to understand what Employer Brand (EB) is and understand what a successful EB consists of. The study was based on a survey where 147 engineers from Umeå University participated. The study showed that age, years at work and number of terms studied plays an important role to explain how an engineer student rate as a good employer. Further on can we conclude from a theoretic perspective that EB is a complex concept when creating a brand. Although, the study shows that by interacting with the target group is a god indicator to seen as a future employer for engineer students and as a good brand.

APA, Harvard, Vancouver, ISO, and other styles

26

Enman, Linda, and Stephanie Nielsen. "Employer branding : Vilka faktorer är avgörande vid val av arbetsgivare?" Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-19555.

Full text

Abstract:

Employer branding handlar om hur företagen marknadsför sitt varumärke och på så sätt påverkar arbetstagarnas uppfattning om dem. Många företag arbetar aktivt med detta för att nå ut till potentiella arbetstagare och för att bevara de nuvarande anställda. Men hur ser egentligen de potentiella arbetstagarna på en attraktiv arbetsgivare? Vad är det som avgör val av arbetsgivare? Vi vill med denna studie undersöka vilka faktorer som anses vara viktigast vid val av arbetsgivare. Vilka rankas egentligen högst respektive lägst? Och skiljer sig dessa faktorer mellan män och kvinnor?

APA, Harvard, Vancouver, ISO, and other styles

27

Banach, Marta. "Atlas Copco möter employer branding - en strategistudie." Thesis, Södertörn University College, School of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1335.

Full text

Abstract:

Bakgrund: Employer branding handlar om en strategi ett företag kan använda för att bygga en identifierbar och unik identitet som arbetsgivare i syfte att kunna attrahera, motivera och kvarhålla nuvarande och framtida anställda.

Studieobjektet: Altas Copco, ett globalt svenskt industriföretag som aktivt arbetar utefter strategin employer branding

Syfte: Syftet med uppsatsen är att undersöka hur employer branding används på företaget Atlas Copco utmed tre områden: attrahera anställda, kvarhålla och motivera anställda samt utvärdering och effekt av strategin.

Metod: Uppsatsen är av kvalitativ och kartläggande fallstudiekaraktär. Deduktiv undersökningsansats har använts. Primärdata utgörs av intervjuer med respondenter från Atlas Copco.

Slutsats: I studien i fråga har det framkommit att Altas Copco lägger tonvikt på att attrahera potentiella anställda till skillnad från att kvarhålla och motivera nuvarande medarbetare. På samma sätt har det i studien framkommit att lite fokus ligger på utvärdering och effekt av strategin.

APA, Harvard, Vancouver, ISO, and other styles

28

Larsson, Lindholm Kristin. "Employer Branding : Medias påverkan på Vattenfalls arbetsgivarvarumärke." Thesis, Uppsala universitet, Medier och kommunikation, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-146056.

Full text

Abstract:

Title: Employer Branding – Medias Influence on Vattenfall’s Employer Brand (Employer Branding – Medias påverkan på Vattenfalls arbetsgivarvarumärke) Purpose/Aim: The aim of this study is to examine how a negative media image influences the Employer Brand of the Swedish company Vattenfall. First of all I will examine if Vattenfall have a strong Employer Brand and then if the media image have any influence over the Employer Brand. My hypothesis is that Vattenfall’s Corporate Culture is a big part of the Employer Brand and because of that negative media images has no power to influence on Vattenfall’s Employer Brand. The second aim is therefore to examine if the hypothesis is correct. Material/Method: The methods used in the study are two interviews with employees of Vattenfall and three group discussions with possible future employees to Vattenfall – students who are studying in the field of energy. Main results: The study has three main results. First, the visible structures of Vattenfall’s Employer Brand are strong among the students. Second, a negative media image does not influence the Employer Brand of Vattenfall because the students have a lot of knowledge in this particular field and that makes them a well-aware audience. Third, the hypothesis is correct. The corporate culture is a big part of the Employer Brand, mainly the artifacts of the company and the students underlying assumptions of the employer.

APA, Harvard, Vancouver, ISO, and other styles

29

Malmberg, Axel, and Sebastian Wiberg. "Employer branding som internt verktyg och styrmedel." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-246292.

Full text

Abstract:

Uppsatsen undersöker hur attraktiva arbetsgivare integrerar sina anställda för att bygga en plattform där humankapitalet vill stanna kvar och utvecklas. Denna process sker via talent management där employer branding används som verktyg för att förstärka organisationens företagskultur. Studien är utförd hos en av Sveriges mest populära arbetsgivare hos ekonomi och juridikstudenter, och ger en beskrivande förklarning hur ett framgångsrikt företag effektivt implementerar employer branding. Fallstudien har fokuserat på kvalitativa intervjuer med högt uppsatt anställda inom organisationen. Utöver intervjuerna hos Fallföretaget har en intervju genomförts med en kunnig person inom employer branding som har yttrat sina åsikter och tankar kring ämnet och hur employer branding kan användas som verktyg och effektivt styrmedel. Resultatet från fallstudien visar att fallföretaget använder mycket av de teorier som ligger till grund för denna studie.

APA, Harvard, Vancouver, ISO, and other styles

30

Weiderstål, Daniel, and Marcuz Källqvist. "Employer Branding idag : Attraktivitet genom sociala medier." Thesis, Högskolan Dalarna, Personal och arbetsliv, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:du-21799.

Full text

Abstract:

The use of social media has during the last couple of years increased and is now a major part of most of the organizations marketing strategies. But how does this fit with the Employer Branding strategies? And how does this affect the organizational attractiveness as an employer? These were two of the questions we wanted to examine and analyze. In order to answer these questions, we conducted interviews with six different companies divided into 3 subgroups. The intention of this was to get a wider perspective of how the implementation of social media in the Employer Branding could work. And could this change the recruitment process? What we could see afterwards is that more time is spent on taking references online through social media sites. Some say it is more honest than the traditional references that the candidate got to choose. Other conclusions that we could find was that it is important to use social media in todays market but it is crucial to use it in a proper way. Companies must form a strategy based on their Employee Value Proposition in order to reach the wanted receivers using social media. It is also important that the Employee Value Proposition is based on the companies’ corporate values.
Titel: Employer Branding och sociala medier – den moderna tidens ARUBA Författare: Daniel Weiderstål och Marcuz Källqvist Handledare: Mårten Hugosson Examinator: Karl W Sandberg Program: Högskolan Dalarna, Personal- och arbetsliv, vårterminen 2016 Ämne: Examensarbete för kandidatexamen inom Personal- och arbetsliv, 15 hp Nyckelord: Employer Branding, attractiveness, sociala medier, rekrytering, retention, arbetsgivarvarumärke Syfte: Syftet med denna uppsats är att undersöka hur arbetet med att som arbetsgivare skapa attraktivitet genom arbete med Employer Branding och hur det utförs inom utvalda svenska organisationer. Detta speciellt med avseende på hur sociala medier används som verktyg och hur detta påverkar rekryteringsprocesser Metod: Uppsatsen är av kvalitativ karaktär där vi utfört en fallstudie. Sedan har det empiriska materialet analyserats med den utvalda litteraturen Empiri: Den empiriska datainsamlingen har utförts i form av sex semistrukturerade intervjuer där intervjupersonerna representerar sex olika organisationer inom tre olika sektorer; tjänsteproducerande, varuproducerande samt landsting Slutsats: Studiens slutsats är att analyserade svenska organisationer använder sociala medier i sitt arbete med Employer Branding och för att attrahera kompetens. Hur detta utförts skiljer sig dock mellan organisationerna som deltog. Dessutom betonas inledningen och avslutningen av kompetensförsörjningen och att det är viktigt att lägga vikt vid dessa delar för att skapa konkurrensfördelar i arbetet med Employer Branding. Organisationer i Sverige måste också utforma en konkret strategi i sitt arbete med Employer Branding med syfte att kommunikationen via sociala medier når ut till den önskade målgruppen.

APA, Harvard, Vancouver, ISO, and other styles

31

Pezzi, Marisa Rafaela Aguiar Medeiros. "Employer branding : impacto na retenção de talentos." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20197.

Full text

Abstract:

Mestrado em Gestão de Recursos Humanos
O tema do Employer Branding tem recebido cada vez mais atenção nos últimos anos, quer ao nível da pesquisa académica, quer ao nível das consultoras de Recursos Humanos. Com a redução das taxas de desemprego e o aumento da competitividade, assiste-se também a uma crescente preocupação com a retenção de colaboradores. Assim sendo, optou-se por efetuar um estudo exploratório cujo objetivo é analisar de que forma o Employer Branding tem impacto na retenção de talentos em Portugal. Ou seja, procurou-se analisar em que medida a perceção que as pessoas têm da reputação de uma organização enquanto empregador influencia a sua intenção de saída ou permanência na mesma. Na realização deste estudo foi utilizada a metodologia quantitativa através da aplicação de um questionário online. As respostas obtidas (N=141) foram analisadas com recurso ao coeficiente de correlação de Pearson e ao teste de mediação e moderação de Hayes. Tendo em conta os resultados obtidos, por um lado, foi possível confirmar uma relação positiva entre o Employer Branding e o Compromisso Organizacional. Por outro lado, foi possível comprovar que o Employer Branding e o Compromisso Organizacional têm uma relação negativa com a Intenção de Saída. Por fim, verificou-se que a relação entre o Employer Branding e a Intenção de Saída é parcialmente moderada pelo Compromisso Organizacional.
Employer Branding has been receiving growing attention in recent years both in the academic field as well as in the Human Resources consultant field. With the reduction of the unemployment rates we see a heightening concern over retention. This being the case it was decided to pursue an exploratory study to analyse the impact of Employer Branding on talent retention in Portugal, which is we sought to understand how a person's perception of a company as an employer affects their intention to leave or stay with that company. In conducting this study we used the quantitative methodology using an online questionnaire. We obtained N=141 responses that were analysed with the Pearson's correlation coefficient and the Hayes mediation and moderation test. According to the results it was possible to confirm, on one hand, a positive relation between Employer Branding and Organizational Commitment. On the other hand, it was possible to confirm that both Employer Branding and Organizational Commitment have a negative relation with the Exit Intention. Finally, we confirmed that the relation between Employer Branding and the Exit Intention is partially moderated by the Organizational Commitment.
info:eu-repo/semantics/publishedVersion

APA, Harvard, Vancouver, ISO, and other styles

32

Horn, Johan Andries. "Reward Optimisation: The case for employer branding." Master's thesis, University of Cape Town, 2018. http://hdl.handle.net/11427/29746.

Full text

Abstract:

Orientation In competitive global markets, it is becoming ever-more challenging to attract and retain talented employees that possess scarce skills critical to the sustained success of an organisation. Technological advancement and the changing nature of the work has exponentially increased the demand for highly skilled knowledge workers, often referred to simply as talent. Imitating the products and processes of competitors has become easier to do than ever before and competitive advantage is increasingly being found in intangible assets, such as a reputable/desirable employer brand and having access to scarce intellectual and human capital. Reason for the Study A positive relationship between the level of remuneration and the perceived attractiveness of a job offer has consistently been found and is often the basis of determining reward offerings. The global economic recession of the recent past and the decreasing availability of financial resources has meant that organisations need to identify alternative (non-financial) strategies to attract, motivate and retain employees, colloquially referred to as the war for talent. Developing a desirable and attractive employer brand has become a promising non-financial strategy that has already proven to be effective in talent attraction and retention. In the present study, the notion that talented employees may accept a lower level of remuneration to be employed at an organisation that is perceived to have a reputable/desirable employer brand was investigated, in other words that a reputable/desirable employer brand may represent a remuneration discount for organisations. Given that remuneration or the salary bill is typically the largest expense for any organisation and provided the offers remain attractive to talented employees, any saving will represent a significant amount of money. Attracting talented employees, at a remuneration discount compared to their competitors, would enable organisations to further enhance their competitive advantage and increase their sustainability in an economy characterised by limited financial resources. Research Purpose In a similar manner as consumers are willing to pay a premium or inflated price for a product that has a desirable brand, it was argued in the present study that knowledge workers may accept a lower level of remuneration to be employed at an organisation that is perceived by them to have a reputable/desirable employer brand. The aim of the study was, therefore, to investigate if a reputable/desirable employer brand could result in a remuneration discount for organisations, while still achieving similar levels of job attractiveness amongst prospective employees. Research Design The present study employed a 2x2 or 22 full-factorial experimental design. Two independent variables were manipulated, namely remuneration well-above the industry norm (present or not present) and a reputable/desirable employer brand (present or not present) resulting in four distinct conditions. Perceived job attractiveness (the dependent variable) was measured after a respondent was exposed to one of the four stimulus conditions. The variables were manipulated by offering respondents one of four job advertisements, each being the same other than differing in terms of the manipulations. The job advertisements were used as a stimulus to determine the effect of remuneration and employer brand on perceived job attractiveness, as well as to investigate if any interaction effects were present. Furthermore, respondents were asked to estimate their expected salary per annum for the job advertisement (stimulus condition) they were exposed to. The expected salary that participants estimated when exposed to a job advertisement was considered a measure of brand equity. Respondents were additionally presented with an employer brand survey containing different brand images. Respondents were asked open-ended questions based on the brands they were exposed to. Examples of the questions included “Considering the brands illustrated above, which of them would you consider your dream job?” and “Would you be willing to accept a remuneration discount to work at your dream job?” A non-probability convenience sampling approach was employed to distribute an online survey to different organisations and individuals across South African organisations. Approximately 180 questionnaires were distributed, of which 161 questionnaires were returned. A realised sample (n = 121) was achieved once responses with more than 20% missing data were removed. As a snow-balling approach was further used, one is not able to calculate a response rate. Random assignment of respondents (i.e. randomisation) was achieved by setting the Qualtrics software to randomly assign each respondent to one of the four experimental conditions (i.e. one of the four job advertisements). This was done to ensure that the four sub-samples of respondents, in other words in each of the four conditions were similar and not different in any respect other than the stimulus they were exposed to, so ensuring the validity of the results. Data was analysed using Descriptive Statistics, Principal Components Analysis and a Full-Factorial ANOVA. Main Findings Results indicated that remuneration well-above the industry norm had a statistically significant (p < .05) main effect on job attractiveness. The results further indicated that a reputable/desirable employer brand had a statistically significant (p .05) interaction effects were found between remuneration well-above the industry norm and a reputable/desirable employer brand. In terms of expected salary, without offering remuneration well-above the industry norm, a difference in expected salary for Condition 1 (M=R550,833) and Condition 3 (M=R499,200), the presence of a reputable/desirable employer brand and not, respectively were found. Similarly, when offering remuneration well-above the industry norm, a difference in expected salary for Condition 2 (M=R467,407) and Condition 4 (M=455,840), the presence of a reputable/desirable employer brand and not, respectively was found. It was noted that if remuneration well-above the industry norm was offered, a desirable employer brand generates some brand equity. However, when remuneration well-above the industry norm was not offered (i.e. lower levels of remuneration), a reputable/desirable employer brand offers a sizable quantum of brand equity. These results, albeit in the opposite direction of brand equity were believed to support the notion of a remuneration discount, given the presence of a reputable/desirable employer brand. Respondents were further presented with a slide containing different well-known brand images and asked to indicate if any of them would be their dream job (in terms of working for any of the presented brands). Google was most frequently chosen by respondents as their dream job, followed by Apple, Woolworths, Mercedes-Benz and Coca-Cola (respectively). When asked, innovation and prioritising employee well-being were prominent themes in terms of reasons respondents provided for their choice of a dream job. Additionally, 75% of respondents revealed that they would be willing to accept a remuneration discount (i.e. lower level of remuneration) to be employed at their dream job. Contribution of the study Although the relationship between the level of remuneration and perceived job attractiveness is well established, limited research is available on the influence of a reputable/desirable employer brand on perceived job attractiveness. The results obtained in the present study indicated that a reputable/desirable employer brand has a statistically significant (p < .05) main effect on perceived job attractiveness. Furthermore, no literature could be found that investigated the causal effect of a reputable/desirable employer brand and remuneration wellabove the industry on perceived job attractiveness. The results from the current study showed that even in the absence of remuneration well-above the industry norm, organisations with a reputable/desirable employer brand are likely to have a positive effect on perceived job attractiveness. It was, therefore, established that organisations with reputable/desirable employer brands may remain attractive, even at a remuneration discount. In other words, organisations with reputable/desirable employer brands may not only be able to attract and retain talent, but also save relatively large amounts of money. Managerial Implications The notion of brand equity and the desirable outcomes thereof are well-established in Marketing. Organisations have adopted the same branding principles in an effort to achieve a reputable/desirable employer brand in the belief that it, similarly, will bring about positive outcomes. The findings of the present study positively contribute to this list of reasons and makes for an even more cogent, financially based, argument for organisations to make every effort to ensure they have a reputable/desirable employer brand in the market. The application of an experimental research design allowed for a causal assessment of the effect of remuneration well-above the industry norm and a reputable/desirable employer brand on the perceived attractiveness of a job offer. Given the current economic recession, organisations are under financial pressure and no longer able to offer exorbitant salary offers in an effort to attract the best talent. The results of the present study seem to suggest that organisations that have been able to establish a reputable/desirable employer brand may be able to make equally attractive yet financially more viable job offers when compared to organisations that offer remuneration well-above the industry norm, but do not have employer brands that are considered attractive. Simply put, there seems to be evidence for a remuneration discount for a reputable/desirable employer brand.

APA, Harvard, Vancouver, ISO, and other styles

33

Míchková, Lucie. "Employer branding v lokální pobočce globální společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359146.

Full text

Abstract:

This master's thesis deals with the analysis of the image of the Employer brand of global company on the local market in the Czech Republic. As a theoretical basis focuses on defining brand as such, its value and its management. The basic concepts of Employer Branding: Employer Brand, EVP and some tools for building external employers' brands were also defined. The aim of the thesis is to map attitudes of university students to the employer's brand of selected local branch of chosen global company. I also investigated whether the study of selected university affect student perceptions of the brand. In the practical part, the thesis deals with the analysis of the specific employer brand and external brand building tools. Questionnaire research is carried out among students and scatter analysis is used for the evaluation. Other research tools are case studies in the form of storytelling, analysis of free associations, and semantic differential. The results are proposed recommendations for the company based on the evaluation of the perception of the employer's brand and also the model of the ideal employer.

APA, Harvard, Vancouver, ISO, and other styles

34

Sponheuer, Birgit. "Employer Branding als Bestandteil einer ganzheitlichen Markenführung." Wiesbaden Gabler, 2009. http://d-nb.info/995192553/04.

Full text

APA, Harvard, Vancouver, ISO, and other styles

35

Borjanovic, Marijana, and Py Gelin. "Attraktiva arbetsgivare : Att arbeta med employer branding inom statlig myndighet." Thesis, Högskolan i Halmstad, Akademin för hälsa och välfärd, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31192.

Full text

Abstract:

Studiens syfte var att få kunskap om hur en statlig militär myndighet arbetar för att vara en attraktiv arbetsgivare, internt som externt. För att kunna utvärdera det arbete som görs av organisationen undersöktes rekryters uppfattning av organisationens arbetsgivarvarumärke och arbete med employer branding. Frågeställningarna som används för att uppnå syftet var följande: Hur kan en statlig myndighet arbeta för att vara en attraktiv arbetsgivare? Hur arbetar organisationen med employer branding internt och externt för att stärka arbetsgivarvarumärket? Hur uppfattas organisationens arbete med att vara en attraktiv arbetsgivare av medarbetare? Metoden som användes var en kvalitativ analys som bestod av semistrukturerade intervjuer. I studien deltog fyra individer med ledarpositioner, som ansvar för olika delar av organisationens employer branding, internt och externt. Samt fem rekryter som vid tillfället genomförde Grundläggande Militär Utbildning (GMU). Resultatet analyserades med hjälp av teori och tidigare forskning om arbetsgivarvarumärke, employer branding och generation Y. Resultatet visar att organisationen arbetar med arbetsgivarvarumärket genom bland annat reklam, besök på skolor/evenemang och medverkan i sociala medier. Internt anordnas bland annat tävlingar och andra aktiviteter med vilket stärkte trivseln på arbetsplatsen.
The study's purpose was to examine how a state military authority could work towards being an attractive employer, internally and externally. In order to evaluate the work done by the organization, new recruits were interviewed to examine their perception of the organization's work with employer branding. The questions used to fulfill the purpose were: How does a government agency work towards being an attractive employer? How does the organization work with employer branding, internally and externally, to strengthen the employer brand? How do recruits perceive the organization’s work with employer branding? The method used was a qualitative analysis, consisting of semi-structured interviews. The study involved four individuals with leadership positions, who had responsibility for different parts of the organizations employer branding, and five recruits who were participating in the Swedish basic military training program (GMU). The results were analyzed by using theory and previous research on employer brand, employer branding and generation Y. The results show that the organization works with employer branding by advertising, visiting schools, participating in events and in social media. Internally the organization works with employer branding by, among other things, organizing competitions and other activities for employees, which seemed to boost their job satisfaction.

APA, Harvard, Vancouver, ISO, and other styles

36

Schäferová, Valerie. "Emloyer branding mezinárodní firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15460.

Full text

Abstract:

Competition for talent is heating up and will probably intensify, since demographic trends make it increasingly difficult for companies to replace valued employees when they retire. In response, many companies are trying to sharpen the way they market themselves to recruits, by applying branding techniques to recruitment. For a company to exploit its brand effectively when it fishes for talent, it must think of recruits as customers, determine which corporate attributes matter most to specific types of recruits, and understand how best to reach them. This diploma thesis analyzes Belgian business graduates' aspirations in terms of first employment and their perception of our company as potential employer and brings constructive and creative recommendations on how to improve its position as employer of choice.

APA, Harvard, Vancouver, ISO, and other styles

37

Sjögland, Forssell Julia, and Svedberg Klara. "Konsten att genomföra en Employer Branding satsning : En studie om hur Employer Branding påverkar den interna verksamheten i företag." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-383814.

Full text

Abstract:

Previous research highlights the need for more studies within the field of internalEmployer Branding initiatives. The paper examines how an internal EmployerBranding initiatives is being viewed upon from the different perspectives ofemployees and managers. This study has been conducted through qualitative interviews with employees at twocompanies that have participated in an Employer Branding initiative. Empiricalfindings confirm the research that companies move towards a more dynamicapproach of Employer Branding. Findings suggest that an employer brandinginitiative is considered different by employees and leaders. The values thatcharacterize the Employer Branding work can be perceived differently by employeesand leaders and there are indications that leaders assumes that the organizationalidentity is shared by employees within the organization.
Tidigare forskning pekar på att mer studier behövs vad gäller det interna arbetet medavseende på Employer Branding. Denna uppsats undersöker hur en intern EmployerBranding satsning betraktas av ledare och medarbetare inom en organisation. Uppsatsen är utförd genom intervjuer på två företag som genomgått en EmployerBranding-satsning. Informanterna består av både ledare samt medarbetare för att fåskilda perspektiv på hur satsningen uppfattas internt i de studerade företagen.Resultatet av uppsatsen visar att en employer branding satsning betraktas olika avmedarbetare och ledare. De värderingar som präglar Employer Branding arbetet kanuppfattas olika av medarbetare och ledningen och det finns indikationer på attledningen antar att organisationsidentiteten delas av medarbetare inomorganisationen. Det empiriska materialet bekräftar även den teoretiska forskningenom företags rörelse mot ett mer dynamiskt synsätt gällande Employer Branding. Detfinns dock fortfarande en viss antydan på att organisatoriska processer fortfarandepräglas av det funktionalistiska synsättet.

APA, Harvard, Vancouver, ISO, and other styles

38

Söderström, Isabella. "Kandidatupplevelse – en aktiv del i employer brand : Kandidatupplevelse som employer branding aktivitet." Thesis, Högskolan Dalarna, Personal och arbetsliv, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:du-34429.

Full text

Abstract:

Syftet för denna studie är att undersöka hur kandidaters upplevelse kan påverkas av interaktion med rekryterande chefer och rekryteringsprocessens olika delar. Likväl skapa en förståelse för den sammanställda kandidatupplevelsens inverkan på en organisations employer brand. Teoretiskt sett påverkas kandidatupplevelsen av faktorer som; processlängd, ansökningssätt, kommunikation, transparens samt engagemang visat gentemot kandidaten. För studien skapades ”Den kombinerade modellen” (Söderström, 2020), vilken inspirerades av Miles och McCayme (2018) samt Xie et al. (2015) tidigare forskning om ämnet kandidatupplevelse och employer brand. En kvalitativ metodologi användes, med ett hermeneutiskt perspektiv och abduktivt slutledningssätt. Sex intervjuer genomfördes, varav med tre chefsrespondenter och tre kandidatrespondenter, via video- och telefonsamtal. Organisatoriska attribut och Social identitetskongruens visade sig spela en stor roll i detta arbete. Eftersom det i studiens resultat kunde utläsas att kandidatrespondenterna utvärderade och jämförde sina karaktärsdrag med organisationens. Huruvida de kunde se en överensstämmelse eller inte påverkade sedan deras beslut om att ansöka tjänsten och accepterandet av ett potentiellt erbjudande. Som ett resultat av den analyserade empirin reviderades den tidigare modellen och den ”Nya kombinerade modellen” (Söderström, 2020) presenterades. Den nya modellen illustrerar när i rekryteringsprocessen som de tre komponenterna för social identitet initieras, vilket är ett unikt fynd för denna studie då det i tidigare forskning inte var specificerat. Slutsatsen för denna studie är att en interaktion mellan chefer och ansökande visade sig ha en positiv inverkan på deras emotionella anknytning till arbetsgivaren, samtidigt som det hjälpte dem i utvärderandet av ett potentiellt medlemskap. Detta bidrog separat till den totala kandidatupplevelsen, jämte de attityder som skapats mot arbetsgivaren. Denna upplevelse visades sedan att spridas vidare genom privata nätverk och beroende på om den var positiv eller negativ påverkar en organisations employer brand och framtida rekryteringar. Detta då resultaten påvisade att organisationsrykte påverkade deras val av arbetsgivare att interagera med samt att de delade sin upplevelse med sin närhet.
The purpose of this study is to investigate how candidates’ experiences can be affected by the interaction with recruiting managers and the different parts of the recruitment process. Also, to create an understanding of the concluded candidate experience influence the organization’s employer brand. Theoretically candidate experience is influenced by factors such as process length, application means, communication, as well as transparency and commitment shown towards the candidates. For this study ”The combined model” (Söderström, 2020) was created, inspired by the work of Miles and McCayme (2018) and Xie, Meland and Bagozzi (2015) regarding the phenomenon that is candidate experience and employer brand. A qualitative methodology was used with a hermeneutic perspective and abductive approach. Six interviews occurred whereof three manager respondents and three candidate respondents, via video- and phone calls. Organizational attributes and social identity congruence played a big role in the study, as it was shown by its result that the candidate respondents evaluated and compared an organization’s characteristics to their own. Whether they could relate to the employer or not influenced the decision to apply for the job and accepting a potential offer. As a result of analysed material, the earlier model was readjusted and the “New combined model” (Söderström, 2020) was presented. The new model illustrates where the components of social identity first are initiated during the recruitment process, which is a unique finding for this study because earlier research does not specify the matter. The conclusion of this study is that the interaction between managers and candidates was shown to have a positive influence on their emotional connection to the employer, as it simultaneously aids them in the evaluation of a potential membership of the group. This contributes separately to the total candidate experience accompanied by the attitudes towards the employer. Their experience was later shown to disperse via private networks and depending on whether it was a positive or negative experience affect the organization’s employer brand and future recruitments. Thus, because the results proved that company reputation influenced their choices of employers to interact with and that they shared their experience with their environment.

APA, Harvard, Vancouver, ISO, and other styles

39

Johansson, Emmie, and David Augustsson. "Big Four Branding : Revisionsbolagens användande av evenemang och frontpersoner i sitt employer branding-arbete." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9461.

Full text

Abstract:

Inom kunskapsbaserade yrken är det viktigt att rekrytera kompetent personal. Med hjälp av employer branding ökar möjligheten för företag att stärka sin attraktionskraft mot framtida potentiell arbetskraft. Syftet med denna uppsats är att undersöka samt att jämföra hur Deloitte, KPMG, Öhrlings PricewaterhouseCoopers samt Ernst & Young marknadsför sig som arbetsgivare mot Uppsalas ekonomistudenter. Fokus ligger på hur företagens frontpersoner, samt de evenemang företagen genomför, påverkar företagens attraktionskraft. Utifrån employer branding-teorier och med hjälp av intervjuer med studentkoordinatorerna på de undersökta företagen samt en undersökning av företagens evenemang har slutsatser dragits kring hur dessa faktorer påverkar hur attraktivt ett företag, enligt Universums Företagsbarometer, är hos ekonomistudenter på Uppsala universitet. Undersökningen visar att en stark studentkoordinator kan hjälpa företaget att klättra på rankingen, men också skada det långsiktiga employer branding-arbetet. Evenemangen i sig visar sig vara av mindre betydelse än de frontpersoner som representerar företagen i mötet med studenterna.

APA, Harvard, Vancouver, ISO, and other styles

40

Jansson, Erika, and Susanne Salin. "Vad upplever ingenjörsstudenter som en attraktiv arbetsgivare och hur står det i relation till ett företags employer branding arbete?" Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och psykologi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-26964.

Full text

Abstract:

Det blir allt viktigare för företags utveckling och överlevnad att attrahera de mest lämpade medarbetarna. Ett allt vanligare verktyg för ändamålet är employer branding. Syftet med föreliggande studie var därför att undersöka ingenjörsstudenters upplevelse av en attraktiv arbetsgivare och relatera det till hur ett större industriföretag i Mellansverige arbetar med extern employer branding. En induktiv tematisk analys med intervjuer från Företagsrepresentanterna visade att Företaget lägger stora resurser på att attrahera ingenjörer. Genom att arbeta med ambassadörer, delta på arbetsmarknadsmässor och synas på sociala medier vill Företaget stärka sitt arbetsgivarvarumärke. En induktiv tematisk analys av intervjuer med ingenjörsstudenterna visade betydelsen av delade värderingar, ett företags rykte och ett gott första intryck. Det går i stor utsträckning att relatera Företagets employer branding- arbete till ingenjörsstudenters upplevelser av en attraktiv arbetsgivare. Studien bidrar med kunskap om vad ingenjörsstudenter vill ha hos en arbetsgivare och hur företag kan arbeta med employer branding för att sticka ut i den hårda konkurrensen.
It is becoming increasingly important for corporate development and survival to attract the most suitable employees. A more common tool for this purpose is employer branding. The purpose of the present study was therefore to study a group of engineering students' experience of an attractive employer and to relate to how a major industrial company in central Sweden works with external employer branding. An inductive thematic analysis with interviews from Corporate Representatives showed that the company puts great resources on attracting engineers. By working with ambassadors, attending labor market fairs and appearing on social media, the company wants to strengthen its employer brand. A inductive thematic analysis of interviews with engineering students showed the importance of shared values, a company's reputation and a good first impression. It is largely related to the company's employer branding work for engineering students' experiences of an attractive employer. The study contributes knowledge of what engineering students want from an employer and how companies can work with employer branding to stand out in the tough competition.

APA, Harvard, Vancouver, ISO, and other styles

41

Mikaelian, Maria, and Kajsa Pamqvist. "Arbetsgivarimage: Skillnad i män och kvinnorsuppfattning? : Ingenjörsstuderandes uppfattning av ett industriföretags image." Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och psykologi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-20010.

Full text

Abstract:

Syftet med studien var att undersöka om det förelåg någon skillnad mellan kvinnliga och manliga ingenjörsstudenter gällande uppfattningen av den valda organisationens och den Ideala arbetsgivarens image. Syftet var även att undersöka om det förelåg någon skillnad i studenternas uppfattning av image hos den valda organisationen jämfört med den Ideala arbetsgivaren. Imagen mättes utifrån fem dimensioner med hjälp av Employer Attractiveness Scale. En enkätundersökning gjordes med totalt 102 ingenjörsstudenter som deltagare. Studiens resultat visade ingen skillnad mellan kvinnor och män gällande employer attractiveness men det fanns skillnad mellan uppfattningen av den valda organisationens image och uppfattningen av den Ideala arbetsgivarens image, samt hur de fem dimensionerna skattades.

APA, Harvard, Vancouver, ISO, and other styles

42

Manoraj, Pettersson Sara, and Stina Mattsson. "Hur gör kommuner för att attrahera och behålla kompetens? : En kvalitativ studie av kommuners arbete med employer branding." Thesis, Högskolan i Jönköping, Högskolan för lärande och kommunikation, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44430.

Full text

Abstract:

Employer branding är ett omfattande begrepp som används i många organisationer. Syftet med denna studie är att beskriva hur kommuner använde sig av employer branding utifrån att behålla och attrahera kompetens. Genom en kvalitativ semistrukturerad intervju med 20 frågor som utformades utifrån vår teoretiska referensram, samlades data in från fem olika HR befattningar i varierande åldrar och kön från 5 kommuner. Dessa kommuner låg i samma geografiska område. Vi gjorde intervjuerna på plats förutom från en respondent som gjordes på Skype. Efter intervjuerna så analyserades data med hjälp av vår teoretiska referensram. Genom empirin identifierades teman som utgick employer branding för att attrahera och behålla kompetens. Samt utmaningar som finns i kommunerna och hur dessa hanteras genom employer branding. Därefter kunde kategorier urskiljas utifrån temat hur kommuner använder sig av employer branding, vilket var varumärken, extern och intern branding. Utifrån det andra temat utmaningar kunde kategorierna urskilja ett rekryteringsbehov utifrån demografi, fördomar gentemot offentlig verksamhet och problematiken att attrahera unga och nyutexaminerade.Genom den empiriska analysen och slutsatsen visade sig att kommunerna använde sig av exponering i fysisk form och på digitala plattformar för en extern employer branding. Genom att få sin personal att trivas, införa ambassadörskap i organisationen och använda aspekter ur talent management som kompetensutveckling, så användes intern employer branding. Utmaningarna hos kommunerna var att kunna informera externt och internt om hur offentlig verksamhet arbetar, attrahera mer unga genom incitament och olika plattformar samt hitta tillvägagångssätt för att få människor att arbeta heltid istället för deltid.
Employer branding is a comprehensive concept used in many organizations. The purpose of this study is to describe how municipalities used employer branding to retain and attract competence. This was done through a qualitative semi-structured interview with 20 questions. The questions were designed based on our theoretical frame of reference. The data was collected from five different HR positions in varying ages and gender, originated from five different municipalities. These municipalities were in the same geographical area. The interviews was made in person apart from one interview which was done on Skype. After the interviews, the data was analysed using our theoretical frame of reference. Through empirics, themes were identified that were based on the koncept employer branding to attract and retain skills and what challenges exists and how they are handled through employer branding. Subsequently, categories could be distinguished based on the theme how municipalities use employer branding, which was branding, external and internal branding. Based on the second theme challenges, the categories were able to distinguish a need for recruitment based on demographics, prejudices against public activities and to attract young and new graduates.Through the empirical analysis and conclusion, it turned out that the municipalities used exposure in physical form and on digital platforms for an external employer branding. By getting their employees thriving, introducing ambassadorship in the organization and using aspects from talent management as competence development, internal employer branding was used. The challenges faced by the municipalities and how they are handled through employer branding were to inform externally and internally about how public activities work, attract more young people through incentives and different platforms and find ways of getting people to work full time instead of part-time.

APA, Harvard, Vancouver, ISO, and other styles

43

Tengmo, Matilda, and Sofie Andersson. "Employer Branding – Konsten att bli en attraktiv arbetsgivare via det interna arbetsgivarvarumärket : En kvalitativ studie på ett företag inom mediabranschen." Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och psykologi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21832.

Full text

Abstract:

Studiens syfte var att undersöka hur anställda upplevde företag som arbetsgivarvarumärke och arbetsplats samt vilka faktorer som kan ha en påverkan på detta. Det genomfördes åtta intervjuer med anställda på ett företag inom mediabranschen. Det framkom att det fanns olika faktorer som påverkade hur medarbetarna såg på sin arbetsgivare. Dels skulle företaget erbjuda utvecklingsmöjligheter, flexibilitet i arbetsuppgifterna samt arbetsförmåner. På så sätt skapas en tillit och lojalitet gentemot varandra. Denna tillit skapar också en trygghet i sin anställning och mot sin chef. Relationen till sin chef visade sig vara viktig men även att de anställda själva fick styra över sina arbetsuppgifter. Även att arbeta på ett välkänt företag ansågs höja arbetsgivarens attraktivitet. Slutligen framkom det att de sociala faktorer påverkade hur de anställda såg på sin arbetsgivare och de menade på att det fanns en del brister gällande samarbetet mellan avdelningarna inom företaget.
The purpose of the study was to analyze employees’ perceptions of the company’s Employer Branding, the workplace, and the factors that may have an impact on this. Eight interviews were held with employees from a company in the media industry. It appeared that there were various factors that influence how employees perceive their employer. In order to be considered an attractive organization the company needs to offer opportunities to develop, flexibility in the daily tasks and employee benefits, and have a good reputation. This creates trust and loyalty between the employer and employee. It is important for the employees to have a good relationship with their manager, and at the same time it is important to have control over their own work tasks. Finally, social factors affected how the employees viewed their employer. According to some employees, there were some flaws with the cooperation between the departments within the company.

APA, Harvard, Vancouver, ISO, and other styles

44

Augustsson, David, Nataly Brofeldt, and Celsing Sofia von. "EMPLOYER BRANDING PÅ ÅF : En fallstudie i hur ledning, HR-avdelning och marknadsavdelning samverkar inom employer branding på teknikkonsulten ÅF." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126919.

Full text

Abstract:

Syftet med denna uppsats är att studera företaget ÅF:s employer branding-arbete, närmare bestämt samverkan mellan ledningen, HR-avdelningen och marknadsavdelningen.

Uppsatsen är av kvalitativ fallstudiekaraktär ochämnar utveckla teori genom en kombination av en deduktiv och induktiv undersökningsansats. Insamlad data är baserad på intervjuer medrepresentanter på ÅF.

Sammanfattningsvis har vi kommit fram till att ÅF:s samverkan inom employer branding-arbetet i stort överensstämmer med den teoretiska modell som presenteras. Det finns en huvudsakligen god samordning av ledningens, HR- och marknadsavdelningens samt employer brandmanagers aktiviteter som syftar till att stärka arbetsgivarvarumärket. Dock finner vi en diskrepans mellan ÅF:s och litteraturens definition av begreppet samt en allt för stor fokus på de externa aktiviteterna som en följd av employer brand managers starka band till marknadsavdelningen.

The objective of this thesis is to study the employer branding of the company ÅF, and more specifically the interaction between the senior management, HR department and marketing department.

The thesis is a qualitative case study and aims to develop theory through a combination of a deductive and inductive approach. The data is collected through interviews with representatives from the company.

We have concluded that the collaboration within ÅF regarding employer branding for the most corresponds with the presented theoretical model. There is a well functioning integration of activities aimed at strengthening the employer brand between the senior management, HR department, marketing department and employer brand manager. There is, however, a discrepancy in the definition of employer branding between ÅF and the literature. The strong connection between the EBM and the marketing department might also lead to a too strong focus on the external activities.

APA, Harvard, Vancouver, ISO, and other styles

45

Gustafsson, Pontus, and Adrian Palmberg. "Effekterna av employer branding : – En jämförelse mellan forskares och praktikers syn på hur företag påverkas av sitt employer branding-arbete." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23474.

Full text

Abstract:

Employer branding definierades för första gången 1996 av Ambler och Barrow (1996) i deras artikel “The employer brand”. Enligt forskarna är det ett sätt att stärka varumärket, attrahera och behålla duktiga medarbetare och skapa en mer lönsam verksamhet. Vi ser en lucka i dagens forskning gällande praktiknära employer branding-studier. Problemet inom employer branding handlar inte om hur företag ska utforma och genomföra aktiviteter. Vad som behövs är en större insikt hos företagsledningar vilka effekter företagets employer branding-arbete faktiskt har. Syftet med vår uppsats är att genomföra en kompaarativ studie av teori och praktik inom fältet employer branding. Jämförelsen ska göras mellan den påverkan forskning hävdar att employer branding-arbete har på ett företag och praktikers syn på densamma. Det gör vi genom en litteraturgenomgång som presenteras i en modell samt genom att hålla 14 intervjuer med praktiker som arbetar med employer branding. Vårt bidrag till forskningen blir därmed en praktiknära undersökning av employer branding-arbetets effekter.I vårt resultat ser vi att forskning och praktik ligger nära varandra i synen på vilka effekter ett företags employer branding arbete på företagets varumärke och personalstyrka. Däremot finns det en tydligare diskrepans i synen på de ekonomiska effekter företaget får av sitt employer branding-arbete. Vi anser att företag behöver ha bättre, precisare och mer effektiva mätmetoder för att kunna mäta de ekonomiska effekterna av sitt employer branding-arbete.
Employer branding was first defined in 1996 by Ambler and Barrow (1996) in their article “The employer brand”. According to the scholars employer branding is a way of strengthening the brand, attract and retain employees and create a more profitable business. We identify a gap in contemporary research regarding study close to the practical field. The problem within employer branding is not how to develop and carry out activities. What is needed is a bigger understanding in corporate management in how the company’s employer branding activities influence the organisation.The purpose of our paper is to make a comparative study of theory and practice within the field of employer branding. The comparison will be made between the influence the research claim employer branding activities have on a business and practitioner’s view on the same matter. We will do this by a literature review which will be presented in a model and 14 interviews with practitioners within the employer branding field. Our contribution to the field of research will be a study of the effects of employer branding close to the practioners.In our results we identify that research and practice are close in their perception of what effects a company’s employer branding activities have on the company’s brand and workforce. However, there is a more distinct discrepancy in the views regarding the economic effects on a company from their employer branding activities. We believe companies need better, more precise and more efficient methods to measure the economic effects of their employer brand.

APA, Harvard, Vancouver, ISO, and other styles

46

Jingmark, Amanda, Marika Österberg, and Martina Hallberg. "Employer branding : En studie om hur arbetet med Employer branding påverkar personalens arbetstillfredsställelse och ambition att stanna kvar på arbetsplatsen." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-14756.

Full text

Abstract:

Purpose: The purpose of the paper is to investigate how Employer branding can help increase the job satisfaction among the employees and thereby affect their ambition to stay in the workplace. The aim of the study is also to research around what factors are crucial in the work of Employer branding based on it existing staff perspective. To contribute to knowledge of key factors in the work with Employer Branding can help companies in the future to succeed with the concept. Method: The study is based on a mixed method. The quantitative part of the mixed method consisted of a questionnaire survey where ten surveyed questionnaires were obtained. The qualitative survey consisted of interviews with employees at Lidl. Results: A modified version of Kotter's model, adapted to the work with Employer branding, can be used to increase job satisfaction and thereby also increase the employee's ambition to stay in the workplace. In the modified model, crucial factors such as the shift ratio between employers and employees, Herzberg's motivation factors for job satisfaction, as well as the design of Employer Value Proposition must be considered. Common personal contact is a key factor in the work of Employer branding which leads to increased job satisfaction and thereby increasing employees' ambition to stay in the workplace. The work with Employer branding in retail/grocery stores must include factors such as working hours and forms of employment, as they are key drivers that must be met to keep staff within an organization. The result of this study shows that the work with Employer branding, in order to increase employee satisfaction and thus increase the ambition to stay in the workplace, is affected by many cohesive factors. In conclusion, it can be noted that all these factors must be taken into account in order to succeed with the work of Employer branding.

APA, Harvard, Vancouver, ISO, and other styles

47

Andersson, Ida, and Nellie Lindéen. "Fängsla oss annars Zzzz... : En kvalitativ studie om hur generation Z föredrar att arbetsgivare arbetar med intern employer branding." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-95697.

Full text

Abstract:

Titel: Fängsla oss annars Zzzz… Författare: Nellie Lindéen och Ida Andersson Institution: Linnéuniversitetet, Ekonomihögskolan Program: Human Resource Management Kurs: Företagsekonomi III – Organisation, Examensarbete Handledare: Jasmina Beharic Examinator: Mikael Lundgren Problemformulering: Hur föredrar medarbetare tillhörande generation Z att arbetsgivare arbetar med intern employer branding för att generationen ska vilja stanna i en organisation? Syfte: Syftet med studien är att öka förståelsen för hur arbetsgivare kan arbeta med intern employer branding för att få medarbetare tillhörande generation Z att vilja stanna i organisationen. Vår förhoppning är att arbetsgivare med hjälp av studien ska kunna öka sina teoretiska kunskaper om alternativa sätt att arbeta med generation Z för att senare kunna applicera dessa kunskaper i praktiken. Metod: En kvalitativ studie med induktiv ansats. Empirin samlades in genom semistrukturerade intervjuer med nio respondenter tillhörande generation Z. Slutsats: Studiens resultat visar att generation Z söker utvecklingsmöjligheter och trivsel i form av starka kollegiala band för att vilja stanna i en organisation. Om än något mindre viktiga framställs även miljöarbete och digitaliserade processer som viktiga faktorer. Arbetsgivaren kan tillmötesgå dessa behov genom att inkludera development-, application-, social- , management- samt interest value i arbetet med intern employer branding. Nyckelord: Generation Z, Employer branding, Intern employer branding
Title: Capture us, otherwise Zzzz… Authors: Nellie Lindéen and Ida Andersson Institution: Linnaeus University, School of Business and Econmics Program: Human Resource Management Course Business Administration III - Organization, Bachelor Thesis Supervisor: Jasmina Beharic Examiner: Mikael Lundgren Statement of problem: How do employees of generation Z prefer an employer to work with internal employer branding to make sure the generation stays in the organization? Purpose: The purpose of this study is to increase the understanding of how employers can work with internal employer branding to make employees within generation Z, stay in the organization. Our hope is that with the help of this study, employers will be able to increase their theoretical knowledge of alternative ways of working with generation Z in order to be able to apply these skills in their daily practice later on. Method: A qualitative method with an inductive approach. The empirical material was collected with semi-structured interviews with nine respondents within generation Z. Conclusion: The results of this study shows that generation Z seek opportunities to develop but also well-being in shapes of strong collegial bonds to stay within an organization. Although, slightly less important, environmental work and digitized processes are also presented as important factors. The employer can meet these needs by including development, application, social, management and interest value in their work with internal employer branding. Keywords:Generation Z, Employer branding, Intern employer branding

APA, Harvard, Vancouver, ISO, and other styles

48

Öster, Hedvig, and Johanna Jonze. "Employer Branding in Human Resource Management : The Importance of Recruiting and Retaining Employees." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-193993.

Full text

Abstract:

Problem: Companies are facing problems concerning the attraction and retention of talented employees, due to the shortage of individuals with competence. Employer Branding is a relatively new concept that can function as an instrument for firms to position themselves as an employer, in order to attract and retain wanted employees. Purpose: The purpose of this thesis is to examine the field of Employer Branding in the context of recruitment and retaining. The study examines the questions of how and why Employer Branding is implemented in firms and what role such implementation plays in Human Resource Management, in the context of recruitment and retaining processes. Methodology: This study has been made with a qualitative approach, with a descriptive and exploratory purpose a case study approach. Data has primarily been collected through interviews at five different companies with knowledge within the area of Employer Branding. Findings: Employer Branding can be utilized both externally to attract potential employees, and internally to increase commitment and loyalty among current employees. In the context of recruitment, Employer Branding can make the process more effective. For the Employer Brand to be trustworthy and successful the consistency between the internal values and the external image is vital.

APA, Harvard, Vancouver, ISO, and other styles

49

Güntlisberger, Marisa. "Behavioral Branding unter besonderer Berücksichtigung des Employer Branding am Beispiel der Graubündner Kantonalbank." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/05605753001/$FILE/05605753001.pdf.

Full text

APA, Harvard, Vancouver, ISO, and other styles

50

Tryfonos, Angelique. "The relationship between employer branding and organisational commitment." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/d1021146.

Full text

Abstract:

The aim of this study was to determine whether a relationship exists between organisational commitment (OC) and employer branding (EB). The purpose was to Identifying whether employer branding effects organisational commitment (affective, normative and continuance commitment) and how significant that effect may be. Questionnaires were personally distributed by the researcher directly to employees under study. Non-probability sampling was used in the form of judgement sampling. The sample consisted of 124 employees from various retail outlets throughout Port Elizabeth, Eastern Cape. Five hypotheses were set for evaluation. A practically significant relationship was established between organisational commitment (OC) and employer branding (EB). A small practically significant relationship was found between gender and normative commitment. A medium practically significant relationship was found between gender and training and development as well as between gender and work/life balance. Statistically significant relationships were discovered with regards to age and leadership and also between age and rewards and recognition. A statistically significant difference was established between age and overall employer branding (EB). These findings suggest that a more positive employer brand will lead to improved organisational commitment (OC). More so, retail organisations aiming to improve on organisational commitment should incorporate those employer branding (EB) factors which employees’ place greater emphasis on, within their employer brand, which in turn will lead to greater organisational commitment.

APA, Harvard, Vancouver, ISO, and other styles

Dissertations / Theses on the topic 'Employer Branding'

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles