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Arbetsgivarvarumärket inom en kommun: Vad är en attraktiv arbetsgivare?
University of Gävle, Faculty of Health and Occupational Studies, Department of Occupational and Public Health Sciences.
University of Gävle, Faculty of Health and Occupational Studies, Department of Occupational and Public Health Sciences.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The employer brand within a municipality : What is an attractive employer? (English)
Abstract [sv]

Studiens syfte var att i samarbete med en kommun i Mellansverige genomföra en studie om kommunens arbete vad gällde deras arbetsgivarvarumärke samt upplevelsen av en attraktiv arbetsgivare. Detta har undersökts ur arbetsgivarens respektive medarbetarnas perspektiv. Studien genomfördes med kvalitativ metod och byggde på semistrukturerade intervjuer. Data analyserades med hjälp av en induktiv tematisk analys. I resultatet framkom olika teman till respektive frågeställning. De teman som framkom angående hur kommunen arbetar med sitt arbetsgivarvarumärke var Kommunens varumärke och Värdegrundsarbetet. De teman som framkom kring frågeställningen om vad som kännetecknar en attraktiv arbetsgivare enligt medarbetarna var Kollegor och stöttande chefer, Arbetsmiljö och trygghet, Personlig utveckling, Möjlighet till att påverka, förändra och bidra, Personalvård, Kommunikation och struktur samt Introduktion. De teman som framkom enligt kommunens representanter var Stöttande chefer och kommunikation, Personlig utveckling och möjlighet att påverka samt Arbetets innehåll. Arbetsgivarens och medarbetarnas uppfattning av en attraktiv arbetsgivare visade sig ha många gemensamma nämnare, däremot lyfte medarbetarna ytterligare teman. De teman som utkristalliserades som faktorer för att vara en attraktiv arbetsgivare stämde väl överens med synen på ett starkt arbetsgivarvarumärke, något som stärkte syftet med studien.

Abstract [en]

The aim of this study was to, in collaboration with a municipality in Central Sweden, carry out a study on the municipality's work regarding their employer brand and the experience of an attractive employer. This has been examined from the perspective of the employer and the employees. The study was conducted with a qualitative method and was based on semi-structured interviews. Data was analyzed using an inductive thematic analysis. In the result, various themes emerged from each question. The themes that emerged regarding how the municipality works with its employer brand were the Municipality's brand and the overall Values. The themes that emerged about the issue of what characterizes an attractive employer according to the employees were Colleagues and supportive managers, Work environment and security, Personal development, Opportunity to influence, change and contribute, Staff welfare, Communication and structure, and Orientation. The themes that emerged according to the municipality's representatives were Supportive managers and communication, Personal development and the opportunity to influence, and Work content. The employer's and employees' perception of an attractive employer turned out to have many common themes. However, the employees highlighted additional themes. The themes present in the study for being an attractive employer matched well with the view of a strong employer brand, which strengthened the purpose of the study.

Place, publisher, year, edition, pages
2019. , p. 38
Keywords [en]
Employer branding, Values, Attractive employer, External and internal employer brand.
Keywords [sv]
Arbetsgivarvarumärke, Värdegrund, Attraktiv arbetsgivare, Externt och internt arbetsgivarvarumärke.
National Category
Psychology
Identifiers
URN: urn:nbn:se:hig:diva-30224OAI: oai:DiVA.org:hig-30224DiVA, id: diva2:1330538
Subject / course
Psychology
Educational program
Human resources and labour relations
Supervisors
Examiners
Available from: 2019-06-26 Created: 2019-06-25 Last updated: 2019-06-26Bibliographically approved

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Bengtsson & Norstedt(346 kB)8 downloads
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