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Should I stay, or should I go?: En kvalitativ intervjustudie om vad sjuksköterskestudenter finner attraktivt hos arbetsgivare, vad som skulle få dem att stanna i Norrbotten, och hur deras syn på attraktivitet skiljer sig från arbetsgivares arbete med employer branding.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Today, every organization is struggling to attract, recruit and retain staff. This is because it has become a” war of talent”, since it is difficult to recruit candidates with excellence. This means that it is important for employees to work with their brand to succeed. The purpose of this thesis is to investigate what nursing students find attractive with employees’ brand and what would make them stay in Norrbotten after their studies, and how this differs from employees work with employer branding. The study was conducted with a qualitative method and an adductive approach. The collected material was interpreted with a thematic analysis and coded with an empirical-driven and theoretical coding. The results of this study showed that organizations work with employer branding, but that they could developed. The results also showed that there are significant factors that students find attractive: work environment, work tasks, development opportunities, good colleagues and a good manager. The salary was an important factor even though it was not the biggest. Which differs from the employee’s biggest factors in their work with employer branding: the locality, development opportunities, work environment, salary, working conditions, working hours, career opportunities and benefits. The result also shows that there are factors that can affect the student’s choice moving after their studies.

Abstract [sv]

Idag kämpar varje organisation med att attrahera, rekrytera och behålla personal. Detta för att det har blivit ett ”krig om talang”, då det är svårt att rekrytera kandidater med spetskompetens. Detta gör att det är av vikt för arbetsgivare att arbeta med sitt varumärke för att lyckas.Syftet med studien är att undersöka vad sjuksköterskestudenter finner attraktivt med arbetsgivares varumärke och vad som skulle få dem att stanna i Norrbotten efter studierna, samt hur detta skiljer sig mot arbetsgivares arbete med employer branding. Studiens genomfördes med en kvalitativ metod och en aduktiv ansats. Det insamlade materialet tolkades med entematisk analys och kodades med en data-driven och teoretisk kodning. Resultatet i denna studie visade att arbetsgivarna arbetar med employer branding men att de hade kunnat utvecklas. Resultatet visade även att det finns betydande faktorer som studenterna finner attraktiva: arbetsmiljö, arbetsuppgifter, utvecklingsmöjligheter, bra kollegor och en bra chef. Lönen var även en viktig faktor, och kunde påverka exempelvis val av tjänst. Vilket skiljer sig från de betonade faktorerna i arbetsgivarnasarbete medemployer branding: orten, kompetensutveckling, arbetsmiljö, lön, arbetsvillkor, arbetstider, karriärmöjligheter och förmåner.Resultatet visade även att det finns faktorer som kan påverka studenternas val att flytta efter sina studier.

Place, publisher, year, edition, pages
2019. , p. 39
Keywords [en]
employer branding, attractiveness, nursing students, organizations, Norrbotten
Keywords [sv]
employer branding, attraktivitet, sjuksköterskestudenter, arbetsgivare, Norrbotten
National Category
Psychology
Identifiers
URN: urn:nbn:se:ltu:diva-74931OAI: oai:DiVA.org:ltu-74931DiVA, id: diva2:1329567
Educational program
Psychology, master's level (120 credits)
Supervisors
Examiners
Available from: 2019-06-25 Created: 2019-06-24 Last updated: 2019-06-25Bibliographically approved

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CiteExportLink to record
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