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Konsten att genomföra en Employer Branding satsning: En studie om hur Employer Branding påverkar den interna verksamheten i företag
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Previous research highlights the need for more studies within the field of internalEmployer Branding initiatives. The paper examines how an internal EmployerBranding initiatives is being viewed upon from the different perspectives ofemployees and managers.

This study has been conducted through qualitative interviews with employees at twocompanies that have participated in an Employer Branding initiative. Empiricalfindings confirm the research that companies move towards a more dynamicapproach of Employer Branding. Findings suggest that an employer brandinginitiative is considered different by employees and leaders. The values thatcharacterize the Employer Branding work can be perceived differently by employeesand leaders and there are indications that leaders assumes that the organizationalidentity is shared by employees within the organization.

Abstract [sv]

Tidigare forskning pekar på att mer studier behövs vad gäller det interna arbetet medavseende på Employer Branding. Denna uppsats undersöker hur en intern EmployerBranding satsning betraktas av ledare och medarbetare inom en organisation.

Uppsatsen är utförd genom intervjuer på två företag som genomgått en EmployerBranding-satsning. Informanterna består av både ledare samt medarbetare för att fåskilda perspektiv på hur satsningen uppfattas internt i de studerade företagen.Resultatet av uppsatsen visar att en employer branding satsning betraktas olika avmedarbetare och ledare. De värderingar som präglar Employer Branding arbetet kanuppfattas olika av medarbetare och ledningen och det finns indikationer på attledningen antar att organisationsidentiteten delas av medarbetare inomorganisationen. Det empiriska materialet bekräftar även den teoretiska forskningenom företags rörelse mot ett mer dynamiskt synsätt gällande Employer Branding. Detfinns dock fortfarande en viss antydan på att organisatoriska processer fortfarandepräglas av det funktionalistiska synsättet.

Place, publisher, year, edition, pages
2019. , p. 57
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-383814OAI: oai:DiVA.org:uu-383814DiVA, id: diva2:1317360
Subject / course
Business Studies
Educational program
Business Aministration and Economics Programme
Supervisors
Available from: 2019-05-22 Created: 2019-05-22 Last updated: 2019-05-22Bibliographically approved

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CiteExportLink to record
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