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EMPLOYER BRANDING PÅ ÅF: En fallstudie i hur ledning, HR-avdelning och marknadsavdelning samverkar inom employer branding på teknikkonsulten ÅF
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.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2010 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
EMPLOYER BRANDING AT ÅF : A case study of how management, the HR department and the marketing department cooperate within employer branding at tech consultant ÅF (English)
Abstract [sv]

Syftet med denna uppsats är att studera företaget ÅF:s employer branding-arbete, närmare bestämt samverkan mellan ledningen, HR-avdelningen och marknadsavdelningen.

Uppsatsen är av kvalitativ fallstudiekaraktär ochämnar utveckla teori genom en kombination av en deduktiv och induktiv undersökningsansats. Insamlad data är baserad på intervjuer medrepresentanter på ÅF.

Sammanfattningsvis har vi kommit fram till att ÅF:s samverkan inom employer branding-arbetet i stort överensstämmer med den teoretiska modell som presenteras. Det finns en huvudsakligen god samordning av ledningens, HR- och marknadsavdelningens samt employer brandmanagers aktiviteter som syftar till att stärka arbetsgivarvarumärket. Dock finner vi en diskrepans mellan ÅF:s och litteraturens definition av begreppet samt en allt för stor fokus på de externa aktiviteterna som en följd av employer brand managers starka band till marknadsavdelningen.

Abstract [en]

The objective of this thesis is to study the employer branding of the company ÅF, and more specifically the interaction between the senior management, HR department and marketing department.

The thesis is a qualitative case study and aims to develop theory through a combination of a deductive and inductive approach. The data is collected through interviews with representatives from the company.

We have concluded that the collaboration within ÅF regarding employer branding for the most corresponds with the presented theoretical model. There is a well functioning integration of activities aimed at strengthening the employer brand between the senior management, HR department, marketing department and employer brand manager. There is, however, a discrepancy in the definition of employer branding between ÅF and the literature. The strong connection between the EBM and the marketing department might also lead to a too strong focus on the external activities.

Place, publisher, year, edition, pages
2010. , p. 53
Keywords [en]
Employer brand, employer branding, senior management, HR department, marketing department, employer brand manager, ÅF AB
Keywords [sv]
Arbetsgivarvarumärke, employer branding, ledning, HR-avdelning, marknadsavdelning, employer brand manager, ÅF AB
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-126919OAI: oai:DiVA.org:uu-126919DiVA, id: diva2:327877
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-07-01 Created: 2010-06-30 Last updated: 2010-07-01Bibliographically approved

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