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Det centrala i en decentralisering: Hur en global organisations employer brand upplevs i och med en decentralisering
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology.
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The essential in decentralization. : How a global organization´s employer brand is experienced in decentralization. (English)
Abstract [sv]

Syftet med denna studie var att på uppdrag av en global industriorganisation undersöka högskole- och universitetsstudenters upplevelse av organisationens externa employer brand vid en decentralisering. Studien byggde på åtta intervjuer med materialvetarstudenter, tillika potentiell framtida arbetskraft. Data analyserades utifrån en kvalitativ tematisk analysmetod. I resultatet framkom sex olika teman som enligt respondenterna är relevanta att ta hänsyn till vid en decentraliseringsprocess. Dessa sex teman är Ekonomi; Organisationsstruktur; Chefer och styrning; Kommunikation; Kultur och klimat samt Karriärmöjligheter.  Resultatet visade att en tydlig kommunikation inom och mellan enheterna är nödvändig för att kunna lyckas med decentraliseringsprocessen. I resultatet framkom även vikten av chefernas ansvar vid decentraliseringen, där ökad självständighet kräver kompetenta personer på chefspositioner. Organisationsstrukturen möjliggör kortare beslutsvägar vilket innebär större inflytande hos de anställda, där en starkare kultur kan rota sig. Vidare påtalades även risken för ökad konkurrens mellan enheterna samt försämrade karriärmöjligheter. 

Abstract [en]

The purpose of this study was, on behalf of a global industry organization, to investigate the experience of university students concerning external employer brand in a decentralization process. The study was based on eight interviews with material science students, which are their potential future employees. The data was analyzed on the basis of a qualitative thematic analysis method. The results revealed six different themes that, according to respondents, are relevant to take into account in a decentralization process. These six themes are Economy; Organizational structure; Managers and management; Communication; Culture and climate and Career opportunities. The result showed that explicit communication, within and between the units, is necessary to succeed in a decentralization process. The result also revealed the importance of the managers' responsibility in decentralization, where increasing independence requires competent people as managers. The organizational structure enables quicker decision-making with more influence for the employees, where a stronger culture can appear. Furthermore, the risk of increased competition between the units and the inferior of career opportunities was pointed out by the respondents.

Place, publisher, year, edition, pages
2017. , 29 p.
Keyword [en]
Employer branding, External employer brand, Decentralization, Communication.
Keyword [sv]
Employer branding, Externt employer brand, Decentralisering, Kommunikation.
National Category
Psychology
Identifiers
URN: urn:nbn:se:hig:diva-24730OAI: oai:DiVA.org:hig-24730DiVA: diva2:1127436
Subject / course
Psychology
Educational program
Human resources and labour relations
Supervisors
Examiners
Available from: 2017-08-08 Created: 2017-07-14 Last updated: 2017-08-08Bibliographically approved

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Hall & Ahlstrand. Det centrala i en decentralisering. 2017.(315 kB)18 downloads
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