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EMPLOYER BRANDING INOM OFFENTLIG SEKTOR - EN FALLSTUDIE OM VÄSTERÅS STAD
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Abstract [sv]

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.

Place, publisher, year, edition, pages
2018. , p. 52
Keywords [en]
Employer branding, organizational culture, organizational identity, strategic
Keywords [sv]
Employer branding, organisationskultur, organisationsidentitet, strategisk
National Category
Sociology
Identifiers
URN: urn:nbn:se:oru:diva-67599OAI: oai:DiVA.org:oru-67599DiVA, id: diva2:1228689
Subject / course
Sociologi
Supervisors
Available from: 2018-06-28 Created: 2018-06-28 Last updated: 2018-06-28Bibliographically approved

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