Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Win the War for Female Engineering Talents: Using Consumer Branding Theory to Propose Employer Branding Strategies
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In Europe, females remain underrepresented in engineering and technology industries and even fewer women progress into leadership positions. Changing global conditions have created competitive employment markets and given rise to the so-called ‘War for Talents’. Implications are that female engineers command over considerable bargaining power when it comes to choosing employers. As a response to such circumstances, ABB Europe will introduce a Trainee Program with a leadership focus for female engineering students in 2018. Triangulating qualitative and quantitative data, this paper will propose branding strategies for the ‘Female Trainee Program’ using consumer branding theory translated to an employer branding context. It shows that a concept for a Female Trainee Program is well accepted by both female and male engineers and engineering students. Results, therefore, suggest the promotion of specific program attributes along an instrumental-symbolic framework combined with gender-specific marketing programs. This has the potential to increase self-program congruency between female engineering graduates and the ‘Female Trainee Program’ and enables ABB Europe to take an active part in the war for female engineering talents. 

Place, publisher, year, edition, pages
2017. , p. 104
Keywords [en]
Employer branding, war for talents, female engineers, person-organization fit, employer knowledge
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:uu:diva-325441OAI: oai:DiVA.org:uu-325441DiVA, id: diva2:1114638
External cooperation
ABB AB
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2017-06-26 Created: 2017-06-25 Last updated: 2017-06-26Bibliographically approved

Open Access in DiVA

fulltext(4202 kB)73 downloads
File information
File name FULLTEXT01.pdfFile size 4202 kBChecksum SHA-512
312f7564b68858a5e4c5607215637fd6133cfb4114d9bf1e07258d56e1d693080284f2fc13a8f80b0815a3928ccd697589f33662166a7090497de8108ba31f52
Type fulltextMimetype application/pdf

By organisation
Department of Business Studies
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 73 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 443 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf