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Employer branding, den enda vägen till framgång?: En kvalitativ studie om Karlstads kommuns employer branding
Karlstad University, Faculty of Arts and Social Sciences (starting 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013).
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Employer branding, the only way to success? : A qualitative study of Karlstad municipality’s employer branding (English)
Abstract [sv]

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.

Abstract [en]

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.

Place, publisher, year, edition, pages
2019. , p. 62
Keywords [en]
employer branding, identity, identification, profession
Keywords [sv]
employer branding, identitet, identifikation, yrkesroll, yrkeskår
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:kau:diva-70838OAI: oai:DiVA.org:kau-70838DiVA, id: diva2:1283790
Subject / course
Media and Communication Studies
Educational program
Study programme in Public Relations
Supervisors
Examiners
Available from: 2019-02-14 Created: 2019-01-29 Last updated: 2019-02-14Bibliographically approved

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