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Marketing communication of the employer value proposition: How do audit firms build and communicate their employer value proposition
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Since the competition on the market regarding standing out as an organization and as an employer, creating a good reputation is more important than ever.  Knowledge regarding how to attract potential employees is vital for organizations. This to be able to differentiate themselves from their competitors with an advantage. The research area regarding employer branding and employer value proposition has developed since Ambler and Barrow (1996) first minted the concept, but it is still important to contribute with further studies. The purpose of this study was to contribute with more knowledge regarding the components of organizations EVP’s and how they communicate this to potential employees. Further, the study had a descriptive purpose with a qualitative approach, and it was deductive. This was achieved by interviewing six different respondents from six different audit firms active in Sweden. The interviews were semi-structured, recorded and transcribed. The collected empirical data showed that the components included in audit firms EVP’s are compensation, benefits, work content, career, affiliation and they choose to communicate work content, career, and affiliation. The main communication channels used to communicate their EVP’s to potential employees are social media, LinkedIn, their own websites and on-campus marketing.

 

Keywords: Employer brand; Employer branding; Employer value proposition; Marketing communication; Promotion

Place, publisher, year, edition, pages
2019. , p. 66
Keywords [en]
Employer brand, Employer branding, Employer value proposition, Marketing communication, Promotion
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:ltu:diva-75475OAI: oai:DiVA.org:ltu-75475DiVA, id: diva2:1341828
Educational program
Business and Economics, bachelor's level
Supervisors
Examiners
Available from: 2019-08-15 Created: 2019-08-12 Last updated: 2019-09-11Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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