Tesis: "Employer branding and culture"

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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.

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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.

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Sällinen, Iida y 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.

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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.

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

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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.

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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.

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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.

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Musil, Michal. "Employer branding ve společnosti SETOS Retail spol. s r.o". Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359529.

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The master´s thesis summarizes complex view on employer branding, including formation of theoretical base, which is then applied in the form of actual employer branding project at SETOS Retail Ltd. The thesis aims to design particular stages in the process of creating employer`s brand creation, which optimize effectiveness of following processes in human resources, after that the process is being created and its benefits are evaluated at the company. The designed stages are based on the theoretical base, situational and employee analysis. The thesis consists of creation of the EVP (Employee Value Proposition), company values and mission that have been defined based on qualitative research with employees. The master´s thesis embodies creation of the Culture-Book Life Hacking, the company profile on the platform COCUMA and definition of the recruitment processes including onboarding of employees. Finally, mainly monitoring employee retention validates the thesis` contribution and benefits.

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Landqvist, Magnus. "The Impact of Culture on Perceived Employer Attractiveness". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70440.

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As the years go on the struggle to attract the most talented people has gotten increasingly fierce for organisations all over the world. In order to help them win this struggle organisations have developed a tool. This tool is employer branding, which is when an organisation implements marketing strategies to human resource activities. A branch of employer branding which deals specifically with the ability to attract employees is employer attractiveness. Studies on what makes an organisation particularly attractive as an employer has been conducted all over the world, and they have reached different conclusions. There has been speculation that the cultural differences between countries is the underlying cause to these differences in the findings, but not enough research has been conducted in the area to say for certain. The purpose of this thesis is to explain that apparent connection between what makes and employer attractive to someone and that person’s cultural values, as well as seeing if culture has an impact on what someone finds attractive in an employer. The best way of doing so was to conduct a quantitative, explanatory study, where questionnaires were sent to university students in two countries, Sweden and Germany. The questionnaire contained both elements related to employer attractiveness as well as to culture. The data was then analysed using statistical tests such as correlation and regression in order to fulfil the purpose of the study. After the analysis was conducted it was clear that there is a significant connection between employer attractiveness and culture, and that a person’s culture has an impact on what they find attractive in a potential employer. However, not all aspects of employer attractiveness perfectly correspond with all aspects of culture, but enough do to state that a connection and impact does exists. These findings are of value for organisations wanting to better target their strategies of attracting employees. The findings are especially relevant for organisations operating in a multinational environment, where impact of difference between cultures have to be taken into account to an even greater extent.

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Krona, Theodor y Kronqvist Emil Virbert. "Employer branding: A way to retain young employees : A qualitative study on how SMEs use employer branding in order to retain young employees in their organization and how it is perceived". Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39677.

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Problem background: The voluntary turnover of employees is increasing, the baby boomer generation is retiring and the remaining jobs are to be filled with the workforce left behind, a workforce that is smaller in size. These younger generations (generation Y and Z) have different values and attitudes towards work, and they tend to switch jobs more frequently. This means that companies needs to focus on retaining their personnel. This is particularly true for SMEs since they do not have the same resources to spend on attracting potential workers as larger corporations. Purpose: The purpose of this study is to gain a better understanding of how SMEs use employer branding to retain young employees (18-30 years old) in their organization and how it is perceived. Theoretical framework: Consists of theories regarding employer branding and organizational behaviour. These include signaling theory, functional and symbolic attributes, the seven brand value propositions and organizational reputation. Methodology: The authors has used a deductive qualitative approach where a total of 14 semi structured interviews has been conducted. Seven of the interviews were performed on employees between the age of 18-30 years old from three different companies. The remaining seven were performed on management personnel from the same three companies. The respondents answered a questionnaire at the end of each interview. Empirical results: Contains a summary of each company that were involved as well as what was discussed and uncovered in the interviews. Analysis: It connects the empirical results and the theoretical framework. The found discrepancies and similarities are discussed and analyzed with the seven brand value propositions based on the theoretical framework. Conclusion: It was concluded that there exists a discrepancy between Workers and Management when it comes to the time the Workers are willing to stay. It was also uncovered that development was an important aspect when it came to the young employees turnover intention as well as flexible schedules, support from management, salaries and varying work tasks. The reputation of the companies was also not accurate which in turn could affect the matching potential between organization and individual.

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Vicente, Maria Ana Heitor. "Employer branding : análise da Santa Casa da Misericórdia de Lisboa". Master's thesis, Instituto Superior de Economia e Gestão, 2018. http://hdl.handle.net/10400.5/17421.

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Mestrado em Marketing
O employer branding, com o passar dos anos, começou a ser uma das prioridades dos responsáveis de recursos humanos e dos gestores de topo. Procura-se, constantemente identificar a melhor maneira de atrair e reter os talentos que marcam a diferença em mercados competitivos, tendo em conta que o capital humano é um elemento crítico e estrategicamente muito importante. O tema desta investigação, inclui-se nesta temática das estratégias de employer branding, dentro de uma empresa, neste caso a Santa Casa da Misericórdia de Lisboa (SCML). A metodologia utilizada na concretização deste trabalho é qualitativa, sendo que a recolha dos dados foi efetuada através de entrevistas semiestruturadas a nove colaboradores da SCML. Os resultados alcançados nesta investigação, permitiram verificar que os inquiridos têm uma boa perceção e imagem acerca da SCML enquanto entidade empregadora e devido ao seu prestígio e confiança que transmite tanto internamente como externamente, consideram-na um bom local para trabalhar.
Employer branding has, over the years, become a top priority for Human Resources Management and top managers. It is sought, to constantly identify the best way to attract and retain talents that make the difference in competitive markets, given that human capital is a critical and strategically important element. The subject of this research is included in this theme of employer branding strategies within a company, in this case the Santa Casa da Misericórdia de Lisboa (SCML). The methodology used in the accomplishment of this work is qualitative, and the data collection was done through semi-structured interviews to nine SCML employees. The results obtained in this research, allowed to verify that the respondents have a good perception and image about the SCML as employer and due to its prestige and confidence that transmits both internally and externally, consider it a good place to work.
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Andersson, Sandra y Frida Åkerdal. "EMPLOYER BRANDING INOM OFFENTLIG SEKTOR - EN FALLSTUDIE OM VÄSTERÅS STAD". Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-67599.

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Employer branding has over the last 15 years gone from being a fashion concept to becoming a strong, established priority for many employers. Earlier research points to the importance of a strong employer brand for the well-being of a company. The purpose of this study is to gain an understanding of Västerås city’s work with employer branding and to highlight employee experiences of Västerås city as an employer. The following questions are answered in the essay: • How do HR staff in Västerås city work with employer branding? • How do the existing employees experience Västerås city as an employer? To answer these questions, a qualitative methodology was used with case study as a research strategy. The data was collected through semi-structured interviews. One interview was conducted with HR staff in Västerås city and four interviews were conducted with employees in various sectors within Västerås city. Their answers were then analyzed based on the chosen theoretical framework. The result showed that Västerås city emphasizes internal staff work to create a strong employer brand. This is done by emphasizing the importance of a good working environment, values and good leadership. Employees are involved in external communication through, for example, ambassador programs and EVP. All employees emphasized job security as one of the most important factors for their employers' choice. It was also a decisive factor in making them stay in Västerås city. Other important factors that were mentioned by the employees in the study were; personnel policy and administrative systems as well as work in itself. Improvement points raised by the staff in the study were to be more visible as employers for existing employees as well as more development opportunities to an even greater extent.
Employer branding har under de senaste 15 åren gått från att vara ett modebegrepp till att bli en stark, etablerad prioritering hos många arbetsgivare. Den tidigare forskningen pekar på vikten av ett starkt employer brand för ett företags välmående. Syftet med denna studie är att få en förståelse för hur arbetet med employer branding går till inom Västerås stad samt belysa medarbetares upplevelser och erfarenheter av Västerås stad som arbetsgivare. Följande frågeställningar besvaras i uppsatsen: • Hur arbetar HR-personal inom Västerås stad med employer branding? • Hur upplever befintliga medarbetarna Västerås stad som arbetsgivare? För att besvara dessa frågeställningar användes en kvalitativ metod med fallstudie som forskningsstrategi. Datamaterialet samlades in genom semistrukturerade intervjuer. En intervju genomfördes med HR-personal på Västerås stad och fyra intervjuer genomfördes med medarbetare inom olika sektorer inom Västerås stad. Deras svar analyserades sedan utifrån det valda teoretiska ramverket. Resultatet visade att Västerås stad betonar det interna personalarbetet för att skapa ett starkt employer brand. Detta görs genom att framhäva vikten av en god arbetsmiljö, värderingar och bra ledarskap. Medarbetarna involveras i den externa kommunikationen genom exempelvis ambassadörsprogram och EVP. Samtliga medarbetare framhävde anställningstrygghet som en av de viktigaste faktorerna till deras val av arbetsgivare. Det var även en avgörande faktor för att få de att stanna inom Västerås stad. Andra faktorer som benämndes positiva enligt medarbetarna i studien var; personalpolitik och administrativa system samt arbetet i sig självt. Förbättringspunkter som lyftes av medarbetarna i studien var att visa sig mer synliga som arbetsgivare för de befintliga medarbetarna samt fler utvecklingsmöjligheter i ännu större omfattning.

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Englund, Mia y Lina Fjellström. "Minskad personalomsättning med hjälp av intern employer branding : En fallstudie om hur ett känt företag inom telekombranschen kan minska personalomsättningen av kundtjänstmedarbetare". Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-76782.

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A brand is one of the most important assets that an organization has. It is a complex collectionof experiences and images that belongs to the surrounding world and it can have a huge impacton the organization. Today, brands are used in various ways and in different areas. One of theseareas is employer brand. In order to strengthen the employer brand, organizations can workwith employer branding, which is a long-term strategy that can be applied both internally andexternally. By working with employer branding from the internal perspective, organization canreduce their employee turnover. This is especially important for organizations today, since theunemployment in Sweden is relatively low and the labour market belongs to the workers. Thisprovides a challenge for the future success of organizations, since it is the human capital inthese organizations that possess knowledge. In Sweden, one of the characteristics of thetelecom industry is that the customer consultants have a high percent of employee turnover.The purpose of this study is therefore to investigate how organizations within the telecomindustry can reduce employee turnover with the help of internal employer branding.To gain a deeper understanding of the purpose, this study was conducted as a qualitative, singleand imbedded case study where the empirical material was collected through semi structuredinterviews. The results of the study showed that the investigated organization did not have asustainable and distinct strategy regarding internal employer branding. This was demonstratedby the fact that the leadership did not have an homogenous direction and the employees andprevious employees did not share the organizations experience regarding their work to retainemployees, therefore the efforts did not get the desired effect. This can affect the employerbrand in a negative way and therefore it is crucial that organizations understand the importanceof internal employer branding and the components that affects the employer brand. There areno shortcuts in building an employer brand and retain employees, the organization has to beattentive to what the employees truly desire.
Ett varumärke är en av de viktigaste tillgångarna ett företag har. Det är en komplex samling avupplevelser och bilder som omvärlden besitter och kan påverkar ett företag i hög grad.Varumärken återfinns inom breda områden och ett område som blivit allt mer aktuellt är ettföretags employer brand, även kallat arbetsgivarvarumärke. Arbetet för att stärka ett företagsemployer brand är en långsiktig strategi och kallas för employer branding. Denna strategi kanha två infallsvinklar, internt och externt. För att reducera personalomsättning används internemployer branding vilket är viktigt i dagens samhälle då arbetslösheten i Sverige är relativt lågoch arbetsmarknaden tillhör arbetstagarna. Det är även en utmaning för organisationersframgång att behålla kompetens inom organisationen. Telekombranschen i Sverige präglas avhög personalomsättning av kundtjänstmedarbetare och därför syftar denna studie till attundersöka hur dessa företag kan reducera personalomsättning med hjälp av intern employerbranding.För att få en djupare förståelse för studiens syfte genomfördes en kvalitativ, enkel fallstudiemed inbäddade analysenheter där semistrukturerade intervjuer användes för att samla in detempiriska materialet. Studiens resultat påvisade att den undersökta organisationen saknade entydlig strategi gällande intern employer branding vilket visade sig i att ledarskapet inte hade enenhetlig inriktning. De anställdas och tidigare anställdas upplevelser skiljer sig även frånorganisationens upplevelse gällande arbetet med att bibehålla personal och de åtgärder somorganisationen genomförde tappade då effekt. Detta kan innebära att organisationens employerbrand påverkas negativt och det är därför viktigt att organisationer idag förstår vikten av internemployer branding och dess beståndsdelar då det påverkar organisationens employer brand.För att bygga ett starkt employer brand och behålla humankapitalet inom organisationen finnsinga genvägar, du måste vara lyhörd till personalen.

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Feliciano, Talita. "Employer Branding: o papel da comunicação no seu desenvolvimento em Portugal". Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2021. http://hdl.handle.net/10400.5/21712.

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Dissertação de Mestrado em Comunicação Social - vertente Comunicação Estratégica
Atrair e reter os melhores talentos do mercado tornou-se uma necessidade para as empresas atuais. Isto deve-se a um conjunto de fatores como a diminuição da população europeia, a massiva concorrência de alguns mercados e o foco em diminuir custos e aumentar a produtividade laboral. Como consequência, o employer branding tornou-se o tema mais trabalhado pelas empresas nos últimos anos. Uma busca constante por criar identificação no empregado atual e influenciar a perceção dos potenciais talentos sobre a empresa, promovendo as características que diferenciam a organização como uma boa empregadora. Este é um conceito já muito conhecido nos estudos das relações públicas. Por este motivo, este estudo tem como objetivo compreender qual o contributo da comunicação para a construção e a operacionalização do employer branding no contexto português, através da sua raíz identitária e tendo como moldura teórica o Modelo de Relações Públicas Estratégicas. O estudo propõe ainda uma síntese de um modelo de construção do conceito de employer branding. O método utilizado neste estudo foi o indutivo interpretativo com técnicas qualitativas, através de dados recolhidos a partir da análise documental e de entrevistas semi-estruturadas em profundidade a profissionais de employer branding. As principais conclusões sugerem que, apesar do employer branding estar presente na prática das empresas portuguesas, ainda não existe um consenso sobre seu conceito e operacionalização. O employer branding trata-se de uma estratégia de gestão da marca empregadora, esta, é fundamentada nas relações públicas estratégicas por originar-se dos conceitos de identidade organizacional e cultura organizacional. Para além disto, foi ainda constatado no âmbito deste estudo, que o employer branding tem objetivos complementares ao das estratégias de comunicação, o employer branding utiliza-se dos processos tático-operacionais já existentes nas empresas, como a comunicação interna para atingir o público ao qual pretende reter e a comunicação externa como forma de atingir o público que se pretende atrair.
Attracting and retaining the best talent in the market has become a necessity for today's companies. This is due to several factors such as the decrease in the European population, the massive competition from some markets and the focus on reducing costs and increasing labour productivity. Consequently, employer branding has become the theme most worked on by companies in recent years. A constant search to create identification in the current employee and influence the perception of potential talents about the company, promoting the characteristics that differentiate the organization as a good employer. This is a concept that is well known in public relations studies. For this reason, this study aims to understand what the contribution of communication to the construction and operationalization of employer branding in the Portuguese context, through its identity root and having the theoretical framework of the Strategic Public Relations Model. The study also proposes a new model for the construction of the employer branding concept. The method used in this study was the interpretive inductive with qualitative techniques, through data collected from documentary analysis and in-depth semi-structured interviews with employer branding professionals. The main conclusions suggest that, although employer branding is present in the practice of companies, there is still no consensus on its concept and operationalization. Employer branding is an employer brand management strategy, which is based on strategic public relations because it originates from the concepts of organizational identity and organizational culture. In addition to this, it was also found in the scope of this study, that employer branding has objectives complementary to that of communication strategies, employer branding uses the tactical-operational processes already existing in companies, such as internal communication to reach the public to which it intends to retain and external communication as a way of reaching the public it intends to attract.
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Persson, Anna-Greta y Rebekah Pearson-Nelson. "The Development of an Employer Brand for a Growing IT Company : Using organizational culture to understand retention and attraction as aspects of Employer Branding". Thesis, Linköpings universitet, Institutionen för beteendevetenskap och lärande, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-93666.

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As the market for talent becomes more competitive it is important to create a comprehensive employer brand (EB). A comprehensive EB ensures that organizations will get the most out of the resources they spend. EB can be seen in many aspects and context. Organizational culture provides an important framework as it includes the collective thoughts, ideas and assumptions within a group and was therefore chosen as the analytical context. Two important aspects within EB that is highlighted in this study is; retention and attraction. The aim of this thesis was to investigate how a company that is about to create a strategy for employer branding reasons around the usage of an EB as well as which opportunities and challenges both managers, employees and thesis students face within the areas of attraction and retention. The authors chose a case study to gain a deeper understanding from both an employee and an employer perspective. The case study company is in IT and is rapidly growing which created a need for an employer brand. The data is from managers, employees and students. The students refer to a group of thesis students at the company. This group was added to increase understanding for attraction. The method section provides combined data sets including interviews, a survey, a previous study of organizational values, a review of formal company documents and informal meetings with field notes. The data was then analyzed within the analytical context culture and the two aspects retention and attraction. The data is then discussed and compared with the literature, explaining similarities and differences from the results. The first two research questions were answered by describing the organization from different points of view; management, employees and students. The third research question investigated what opportunities and challenges existed to develop an EB from the two perspectives with regard to the three areas; culture, retention and attraction. The different office locations had different cultures with a mutual customer focus. The thesis found that the unclear vision, mission and goals created different directions and messages for potential employees. The compensation and benefits package is appreciated but the most important factor for case company employees are “inspiring coworkers”. The employees also appreciate varied and challenging work tasks together with flexibility and work life balance. The authors found that the talent managers were not held accountable for company guidelines regarding career plans as most employees had little or no career plan.

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Erkander, Malin y Astrid Sjunnesson. "Employer Branding : A faddish way of labeling operations or a valuable contribution to HRM?" Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-199514.

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Employer branding has become an increasingly popular subject among practitioners. In order to gain competitive advantage it is claimed that companies should hold the best employees. However, in this thesis it is argued that the purposes of employer branding and HRM are strikingly alike, since they both aim to attract and retain employees. Earlier research lacks to explain how companies work with employer branding. Therefore, it is reasonable to wonder how employer branding is practiced and whether employer branding contributes something of value to the company, especially to HRM. Thus, the purpose of this study is to investigate whether employer branding contributes to HRM regarding attraction and retention of employees. A qualitative case study was conduced and the findings show that employer branding can contribute to HRM by: (1) giving HRM incentives to approach the whole spectra of employees; potential, current as well as former employees, (2) facilitating the maintenance of the corporate culture and (3) enabling a way for HRM to take a strategic approach.

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Petersons, Hanna. "Platschefers upplevelser av arbetet med Talent Management : en kvalitativ studie". Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och psykologi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-23636.

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The purpose of this study was to investigate site managers experience of Talent Management within an organisation in Sweden. The result showed that the site managers experience of the company’s work with Talent Management to certain extent were positive but also that there were areas that could improve. The company’s culture and working climate were two of the positive aspects that were mentioned. However, better information about the topic and the possibility for career development within the business were desired. These results go hand in hand with prior research about Talent Management as it relates to attracting, developing and retaining employees.
Syftet med denna kvalitativa studie var att undersökaplatschefers upplevelseravarbetetmed Talent Managementinom en svensk organisation. Resultatet visade att platschefernasupplevelse av verksamhetens arbete med Talent Management till viss del var positiva men också att det finns förbättringsmöjligheter.Företagets kultur och arbetsklimat var några av de positiva aspekterna som nämndes. Däremot önskades det bättreinformation kring ämnet och fler möjligheter till karriäravancemang inomorganisationen.Dessa resultat går i linje med tidigare forskning om Talent Management vad det gällerarbetet med att attrahera, utveckla och behålla medarbetare

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Nilsson, Tobias y Oliver Tidblad. "”MAN SKA HA JÄVLIGT KUL PÅ JOBBET” : En kvalitativ studie om hur organisationskultur och interna marknadsföringsaktiviteter påverkar anställdas intentioner att stanna inom en organisation". Thesis, Umeå universitet, Sociologiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-188399.

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The aim of this study is to investigate employees in knowledge-intensive organizations' intentions to stay in their workplace and to see if organizational culture and internal marketing activities have an effect to reduce voluntary staff turnover.There are several factors which affect employees' intentions to leave or stay in their current work position. The result of this study shows initially that there needs to be some form of agreement between the employee's and the employer's values, needs or vision of the future. Factors that may make an employee in a knowledge-intensive organization want to leave might be that the individual does not feel safe, does not have trust or confidence in their leader or colleagues. It can also be due to the individual not feeling that he or she is growing in his or her job role, has career opportunities or that he or she feels locked in and controlled in their tasks. Internal marketing activities and organizational culture are two factors that knowledge-intensive organizations can work with to become a more attractive employer and reduce voluntary staff turnover. Internal marketing activities are an initiative that in this study proved to have a positive effect on employee well-being, motivation, commitment and loyalty to the organization. Knowledge-intensive organizations that work with initiatives to promote internal marketing activities and organizational culture create good conditions for their staff to thrive better, get an attractive employer brand and lower involuntary staff turnover. In conclusion, it was found in this study that transformative leaders have the leadership qualities that are described as most desirable and sought after in knowledge-intensive organizations.

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Terrin, Simone Akemi. "Employer branding: elementos relevantes na intenção de permanecer: estudo exploratório com estagiários". reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10438/13822.

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Attracting and retaining talent through inflated salaries can be expensive and not, necessarily, effective. Employer Branding (EB), which consists of the efforts of companies to promote features and attributes that make them attractive and desirable as employers, has gained attention of both companies and researchers of Human Resources and Management Practices. This exploratory study intended to identify which aspects of Employer Branding are most important for individuals intending to stay in a company after the probation period. The analysis contemplated 443 questionnaires distributed to large multinational financial institutions’ interns, using the employer's attractiveness scale, which considers five dimensions of Employer Branding (BERTHON; EWING; HAH, 2005): development, social, interest, application and economical. Statistical tests results demonstrated that demographic variables such as gender, type of college funding (public or private) and financial responsibility level influence the way individuals value each dimension. Although all dimensions have been considered relevant, logistic regressions considering the intention to stay show that, for the sample, economical issues stood out from the other variables. Finally, data analysis reveals aspects that can serve as input for readjustment of proposed speech and/or practices by companies willing to attract and retain, efficiently, interns for their workforce. In addition, the results of this research contribute to the theory when discussing existing categorizations for Employer Branding dimensions and suggesting that new classifications may be proposed by researchers.
Atrair e reter talentos por meio de salários inflacionados pode ser oneroso e não necessariamente efetivo. A atividade de Employer Branding (EB), que consiste nos esforços das empresas em promover características e atributos que as tornem diferentes e desejáveis como empregadoras, começa a despertar o interesse tanto das empresas quanto dos pesquisadores de Recursos Humanos e Práticas de Gestão. À luz da recente e escassa literatura internacional, este estudo exploratório buscou identificar quais aspectos do Employer Branding são mais importantes para os indivíduos na intenção de permanecer em uma empresa após o período de estágio. As análises consideraram 443 questionários respondidos por estagiários de uma empresa multinacional de grande porte do setor financeiro, utilizando-se a escala de atratividade do empregador (Berthon et al., 2005), que considera cinco dimensões do Employer Branding: desenvolvimento, social, interesse, aplicação e econômica. Testes estatísticos permitiram afirmar que variáveis demográficas como gênero, tipo de custeio da faculdade (público ou privado) e nível de responsabilidade financeira influenciam na maneira como os indivíduos valorizam cada uma das dimensões. Além disso, ainda que de forma geral todas as dimensões tenham sido consideradas importantes, os resultados da Regressão Logística para a intenção de permanecer permitiram observar que, para a amostra, as questões financeiras destacam-se das demais variáveis. Por fim, a análise dos dados revela aspectos que podem servir de insumo para propostas de readequação de discurso e/ou readequação de práticas por empresas pretendam atrair e reter, com eficiência, estagiários para seu quadro de colaboradores. Além disso, os resultados desta pesquisa contribuem para a teoria ao discutir as categorizações existentes para dimensões do Employer Branding e ao sugerir que há espaço para que novas classificações sejam propostas.

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Klemets, Emelie, Azra Blazevic y Agevall Anna Svensson. "Internal Branding : Understanding Brand Values". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19242.

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Purpose- The purpose of the study was to investigate how employees perceive and understand their company brand values. The aim was to show the importance of internal branding when communicating brand values in an organization to employees. Design/methodology/approach- The methodology used in this research was a quantitative survey study. Three warehouses were chosen for the study, in Älmhult, Helsingborg and Malmö. The sample was 129 employees and questionnaires were handed out to them. The data from the questionnaires were analyzed in the data program SPSS. Findings- Result from the study shows that the employees have a good understanding and share a mutual perception about the brand values. Although the employees have good knowledge the study shows that they are not committed on a personal level to the brand values. Since internal branding is about implementing the brand values with the employees the result shows that the internal branding is not as embedded as it should be in the organization. Research limitations and implications- Due to the timeframe given, the research was a cross- sectional study. A suggestion for future research is to do a longitudinal design in order to see changes over time. A theoretical implication is given to the two concepts of brand citizenship behavior and brand commitment since the results in this research are different from other studies. For the managerial implications, the commitment to the brand should be taken into consideration in the internal branding process. Originality/ value- The value that this study brings is to the internal branding process by showing the lack of brand commitment even though the knowledge about the brand values are high.

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Melin, Amanda. "Välkommen till familjen! : En studie om effekten av en stark företagskulturs påverkan på medarbetarnas identitet". Thesis, Södertörns högskola, Institutionen för kultur och lärande, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-26019.

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The purpose of this study is to examine in what way a strong corporate culture can have an effect on the ways that individuals perceive their own identity based on different social aspects, thereby meaning the influence of personalities in relation to the environment. In this essay I have used the theory of employer branding in an analysis of the corporate culture at Ikea Barkarby, with the purpose to answer the following questions: How does the relation between the employee and the corporate culture appear from an identity perspective, i.e can an individual’s identity be affected by the influence of a strong corporate culture? If the corporate culture has an influence on the individual’s identity, what rhetorical tools are part of this? How can the surrounding corporate cultures possibly influence the employee’s process of becoming a part of the corporate culture? The method of research that was used in this study is a framing analysis and a semistructured interview method. In the discussion of the influence of social environment on identity I have used the rhetorical term doxa. The material that was examined was an advertisement for employment from the Ikea Barkarby website as well as the response from my interviews of some of the employees. The result of the analysis shows that it is possible for an individual to negotiate with himself about his identity in relation to the actual situation and environment, meaning a possible transformation of the individual’s behavior in different social contexts, in this example the corporate culture at work. At the same time the employees experience that their perceived identity has not been influenced since being introduced to the corporate culture, which I regard as an effect of efficient recruitment work where Ikea employs people with certain values. The conclusion is consequently that the identity can be affected by social influences but it is problematic to unravel whether it is the corporate culture by the use of employer branding that has an effect on the identity, or if there are other social variables that affect the individual’s perceived identity.

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Olsson, Kristin y Sofia Lindkvist. "Knowledge transfer across cultures in the manufacturing industry : A study of Scania’s global implementation of employer branding". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179787.

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The purpose of this paper was to examine how cultural differences affect an MNC’s knowledge transfer of the concept employer branding, and what support subsidiaries need from headquarters for the MNC to become a global employer brand. The result is based on theoretical findings of employer branding, knowledge transfer and culture, applied to interview results at Scania. The knowledge transfer of the concept employer branding involves the implementation of a global employer branding communication platform. Findings show that Scania face challenges in employer branding awareness within the MNC, knowledge transfer internalization in subsidiaries, and balance of standardization and adaptation in connection to cultural dimensions of the markets. To overcome these challenges, Scania needs to further develop relational, social and organizational contexts for the MNC to become a global premium employer brand. The thesis has high originality since it gives implications to a specific MNC regarding the specific topic employer branding in a certain time of the implementation process.

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Hielte, Claes y Fredrik Pettersson. "Fastighetsmäklaren som bärare av företagets varumärke : Intern marknadsföring och dess påverkan på organisationskulturen". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-15459.

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Syftet med vår undersökning var att undersöka hur väl fastighetsmäklarföretag lyckats skapa en medvetenhet, acceptans och engagemang för företagets varumärke hos sina anställda. Vi har i studien även studerat organisationskulturens roll i byggandet av ’corporate identity’. Vår undersökning har skett genom en kvalitativ metod och med halvstrukturerade intervjuer. Vi har intervjuat tolv aktiva fastighetsmäklare som tillhör olika organisationer inom mäklarbranschen. Detta gjordes för att samla in data om mäklarnas uppfattning och upplevelser kring varumärket och andra faktorer som påverkar deras syn på sitt företags varumärke. Från det insamlade materialet hittade vi nyckelord som sedan användes för att identifiera mönster och likheter mellan respondenternas svar. Samtliga respondenter beskrev att deras företag arbetade internt med företagets varumärke. Dock varierade metoderna och resultatet för att skapa engagemang och medvetenhet för varumärket och dess önskade värden hos de anställda och inom organisationskulturen. Vissa företag har lyckats bättre med detta och i de organisationer fann vi bidragande faktorer som förstärkte de anställdas engagemang för varumärket. I dessa organisationer fanns introduktionsutbildning för nyanställda, de hade kontinuerlig säljträning och de uppmuntrade de anställda att ge feedback till organisationen. Detta skapade ett engagemang för företagets varumärke och dess önskade värden. Vi fann också indicier till samband mellan den interna marknadsföringen och de anställdas uppfattning om sina kollegor. De organisationer som hade en mer aktiv intern marknadsföring ansågs också arbetskamraterna i större utsträckning vara viktigare. Vi tror att vår studie kan öka förståelsen för hur företag i praktiken kan arbeta med intern marknadsföring som en metod för att få de anställda engagerade till företagets varumärke. Vi anser att än mer forskning om förhållandet mellan intern marknadsföring och organisationskultur kan hjälpa företag att effektivisera sitt interna arbete.
The purpose of this paper was to examine in what extent companies in the real estate business managed to create awareness, acceptance and commitment to the brand with their employees. This study also looked at the role of organizational culture in building corporate identity. This thesis is based on a qualitative study where data have been collected through semi-structured interviews. We have interviewed twelve active working real estate agents from different firms within the business. To gather information, about the real estate agents’ perceptions and experiences about the brand and other factors that influence their view of the brand, we used semi-structured interviews. We found keywords from our data that we used to identify patterns and similarities between the respondents. We found that the companies that our respondents worked for managed to internalize their brand in their employees. However, the methods and results varied between the firms, in their achievement of commitment and awareness of the brand, and it ́s desired values, in the organizational culture. Some of the firms have come further in their work to strengthen their employees commitment to the brand and we found factors that were similar for those firms. These organizations had introduction training for their new employees, sales training on a regular basis and encouraged their employees to give feedback to the organization. This created commitment to the company and it ́s brand. There were also connections between the internal marketing and the way the employees perceive their colleges. In organizations with a more active internal marketing were colleagues more important. Our study shows that companies who work actively with internal marketing and internalizing their brand within the organization can achieve employees that are committed to the brand. We believe our study can help to raise the understanding how companies can, in practice, apply internal marketing as a method to get committed employees. We think that more research in the field between organizational culture and internal marketing can help companies to improve their internal work.

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Rosell, Zarah y Pontus Andersson. "Varför stannar man på en arbetsplats?" Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76212.

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There exists a huge amount of quantitative research about organizational commitment, the psychological contract and its relevance for retention. We do, however notice a lack of qualitative research when it comes to commitment, the psychological contract and how different factors cooperate to achieve retention. Because of this, we would like to highlight the expectations employees have as well as which factors that make them committed to their organization, using a qualitative method. Through 15 semi-structured interviews with managers at IKEA Kalmar, we tried to identify what matters most för their wish to stay. We made the decision based on the assumption that managers will provide better inputs for our purpose thanks to a better insight regards to longer employment. One interview was held with the HR manager to provide the study with the organization's perspective. This study shows that professional and personal development and the work with employer branding and culture develop commitment and are a part of the psychological contract and important for managers’ willingness to stay. We also noticed that employee development is a part of the organization's culture, and that the factors cooperate to increase retention. These factors are important to uphold, as this study shows that they can increase over time in relevance, and continually affects commitment. We have also seen that what most affects retention in this context is the emotional bond between employee and organization, affective commitment.
Det finns stora mängder forskning om organizational commitment, det psykologiska kontraktet och dess relevans för anställdas önskan att stanna i en organisation av kvantitativ karaktär. Dock återfinns det en avsaknad av kvalitativ forskning ifråga om vad det är som har betydelse för att man vill stanna i en organisation i ljuset av organizational commitment, det psykologiska kontraktet och hur olika faktorer samspelar till det. Därför ville vi med en kvalitativ studie belysa vilka förväntningar anställda har och vilka faktorer som gör anställda committed till deras organisation. Vi genomförde 15 semistrukturerade intervjuer på IKEA Kalmar där chefer fick beskriva deras upplevelser och tankar kring vad som hade betydelse för att de ville stanna. Vi valde att fokusera på grupp- och avdelningschefer då IKEA är känt för sin internrekrytering och då vi ansåg att dessa är väl insatta i organisationen och har en bra erfarenhet då de har arbetat där en längre tid. En utav intervjuerna gjordes med en HRchef för att få organisationens perspektiv på varför anställda stannar och hur de arbetar med att behålla dem. Studien visar att kompetens- och karriärutveckling och arbetet med employer branding och organisationskultur, utvecklar commitment och ses som en del av det psykologiska kontraktet och har betydelse för chefernas vilja att stanna. Vi har även sett att aspekter såsom utveckling som har betydelse, inkluderas i organisationskulturen. Resultatet visar på att kompetens- och karriärutveckling och employer branding samverkar till viljan att stanna. Studien visar också på att de betydelsefulla aspekterna är viktiga att upprätthålla då de ökar i betydelse över tid och att commitment utvecklas över tid. Vi har också sett att det som mest förklarar att man vill stanna är att man känner ett känslomässigt band, affective commitment, till organisationen.

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Pereira, Ana Rita Lopes. "O poder dos recursos humanos na construção da imagem de marca : o caso da empresa Starbucks Coffee Portugal". Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14250.

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Mestrado em Gestão de Recursos Humanos
As marcas tornaram-se na sociedade moderna mecanismos poderosos de diferenciação, identificação ao consumidor e vantagem competitiva de negócio. Algumas empresas associam a sua marca à qualidade e diferenciação dos seus produtos em relação aos seus concorrentes, contudo existem empresas que levam esta premissa mais além, e tentam associar à imagem de marca o atendimento que proporcionam ao cliente e a imagem dos seus colaboradores como fonte de diferenciação e identificação do consumidor. Com o intuito de aprofundar melhor este fenómeno, este trabalho de investigação é aplicado à realidade da Starbucks Coffee Portugal com o objetivo de compreender de que forma a empresa consegue envolver os seus colaboradores com a cultura, valores e missão da empresa, e consequentemente como é que os processos de socialização organizacional utilizados fomentam a que os seus colaboradores se sintam responsáveis e comprometidos com a empresa/marca, levando-os a adotar comportamentos de exposição da marca para o exterior e consequentemente torna-os a imagem da organização. Esta dissertação aborda a importância do desenvolvimento de employer branding e quanto este envolvimento com a empresa/marca por parte dos colaboradores é positivo para o sucesso organizacional.
As brands have become very powerful in our modern society, consumer identification and competitive business are advantageous tools for businesses to take advantage of. Some companies associate their own brand and quality with their competitors, but there are companies that take this premise further, and try to associate their brand image or service with the image of their employees as a source of differentiation and identification for the consumer. In order to better understand this phenomenon, this research work is applied to Starbucks Coffee Portugal in order to understand how the company is able to involve its employees with the culture, values and mission of the company. Consequently the processes of organizational socialization used was investigated, in essence theencouragement of the company's employees to feel responsible and committed to the company / brand, leading them to adopt behaviors of exposing the brand outside of work and subsequently making them the brand image of the organization. This dissertation focuses heavily on the importance of the development of employer branding and on how much the involvement of the employees with the company / brand is positive for organizational success.
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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.

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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.

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Löfgren, Jessie y 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.

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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.

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Benešová, Jana. "Personální marketing velkých společností". Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197098.

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This diploma thesis is focused on application of marketing instruments in personal management of large companies. It is divided into two parts -- theoretical and practical. There are basic principles of functioning of personal marketing described in the theoretical part. Practical part is also divided into two parts -- in first of them there are comparated some personal marketing activities of large companies on czech personal market. In the second part there is the evaluation of questionnaire, which should demonstrate how marketing activities of personal managers meet the requirements of potential, or current employees, or what personal managers have to focuse on.

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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.

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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.

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

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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.

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Usberg, Leonardo y 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.

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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

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Kervall, Alexander, Sofie Mikkelsen y 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.

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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.

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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.

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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.

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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.

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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.

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Axelsson, Åsa y 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.

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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.

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Andersson, Felix, Isaksson Daniel y 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.

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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.

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Boggby, Karin, Sofia Engström y 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.

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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.

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Brundin, Frida y 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.

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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.

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Brené, Ylva y 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.

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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.

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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.

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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.

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

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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.

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Ingefjord, Henrik y 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.

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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.

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Enman, Linda y 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.

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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?

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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.

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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.

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Malmberg, Axel y 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.

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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.

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

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

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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.

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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.

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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.

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Weiderstål, Daniel y 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.

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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.

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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.

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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.
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Mikaelian, Maria y 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.

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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.

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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.

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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.

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Jansson, Erika y 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.

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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.

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