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Vad upplever ingenjörsstudenter som en attraktiv arbetsgivare och hur står det i relation till ett företags employer branding arbete?
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.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

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. 

Abstract [en]

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. 

Place, publisher, year, edition, pages
2018. , p. 36
Keywords [en]
Employer branding, external employer branding, employer brand, engineering students
Keywords [sv]
Employer branding, extern employer branding, arbetsgivarvarumärke, ingenjörsstudenter
National Category
Psychology
Identifiers
URN: urn:nbn:se:hig:diva-26964OAI: oai:DiVA.org:hig-26964DiVA, id: diva2:1217245
Subject / course
Psychology
Educational program
Human resources and labour relations
Presentation
(Swedish)
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-12 Last updated: 2018-06-18Bibliographically approved

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CiteExportLink to record
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