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Employer Branding: Ekonomstudenters attityder till framtida arbetsgivare, en studie om arbetsgivarvarumärkets betydelse och talangidentifiering
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Bakgrund: "There is a war for talent, and it will intensify" skrev McKinsey Quarterly redan 1998 och syftar på den ökade konkurrensen som råder på arbetsgivarmarknaden om talangfull och kompetent personal som kan driva företaget framåt. Vikten av humankapital blir särskilt märkbart i dagens framträdande kunskapsintensiva företag, däribland revisions- och konsultföretagen, samtidigt som demografiska skiftningar gör att trenden går mot ett talangunderskott. Generation Y anses samtidigt vara karriärlystna och aktiva CV-jägare. Därför råder en kamp bland arbetsgivarna i att finna och vinna talangerna bland dessa. Detta kan göras genom utvecklandet av ett starkt arbetsgivarvarumärke och genom att lära känna sin målgrupp och skaffa kännedom om deras motivationsfaktorer och preferenser.

Syfte: "Att ur en grupp ekonomstudenter identifiera talangegenskaper och förklara vilka avgörande faktorer som gör en arbetsgivare attraktiv ur de ansedda 'talangernas' perspektiv."

Problemformulering: Vilka är nyckelfaktorerna när de ansedda "talangerna" väljer sin framtida arbetsgivare?

Metod: Studien har antagit en huvudsakligen kvantitativ forskningsdesign och har en deduktiv inriktning. Vidare tar studien ett objektivistiskt ontologiskt ställningstagande och en positivistisk kunskapssyn i sin epistemologiska ståndpunkt. Datainsamlingen har skett genom en surveyundersökning och två samtal med medarbetare hos fallföretaget har legat till grund för utformandet av den enkät som delats ut via ett icke sannolikhetsurval digitalt via webben till 100 respondenter och fick en svarsfrekvens på 52 procent. En egenkonstruerad talangbedömningsmetod uppfördes för att identifiera talangegenskaper bland respondenterna. Detta talangvärde analyserades och jämfördes sedan med övriga frågor kring attityder till framtida arbetsgivare.

Resultat/slutsatser: Av studien framgick att det går att identifiera talangegenskaper i en grupp studenter och att det finns stora skillnader mellan studenter i denna aspekt. Studien identifierade också flera skillnader och tendenser till skillnader mellan värderingarna av de med högre ansedd talang och de med lägre. De egenskaper som visade sig ha ett samband med "talang" var, sammanhållning mellan kollegorna på arbetsplatsen, att studenten delade värderingar med företaget och att utveckling och kompetensutveckling av företagets medarbetare var i fokus.

Abstract [en]

Background: "There is a war for talent, and it will intensify" McKinsey Quarterly wrote back in 1998 and referred to the increased competition on the market of employers among talented and skilled employees who can help the company develop. The importance of human capital has been specifically noticed in today‟s many knowledge intensive companies, among them the accounting- and consulting businesses, in the mean time as demographical changes contribute to an increased trend of talent shortage. Generation Y is known as career hungry and active resume hunters. Because of that there is a fight between the employers to find and attract the talents among these, this could be done by developing an attractive employer brand and by knowing their target group, this could be done by acquiring knowledge about their preferences and what motivate them in their professional role.

Purpose: "From a group of business students identify talent qualities, and explain which are the key factors that make an employer attractive from the considered 'talents' perspective."

Research question: Which are the key factors when the considered "talents" choose their future employer?

Methodology: The thesis has taken a primarily quantitative research design that takes a deductive focus. Further on the thesis takes an objectivistic ontological statement and a positivistic view of what knowledge is when it comes to epistemology. The gathering of data has been done through a survey and by two meetings with employees at the case company which have influenced the construction of the survey that has been distributed to a non probability sample as a digital survey online to 100 respondents. The answering frequency was 52 percent. A method for talent estimation has been developed by the authors to estimate the talent qualities among the respondents. These "talent scores" were analyzed och compared with the questions concern-ing attitudes to future employers.

Research findings: From this study it was clear that talent qualities were possible to estimate and that there were big differences among students in this aspect. The study also identified several differences and tendencies to differences among the more talented group compared to the less talented. The properties that had a relation to "talent" were a unity among the employees at the company, that the student shared values with the company and that development and professional training of the employees were in focus of the company.

Place, publisher, year, edition, pages
2011. , 87 p.
Keyword [en]
Employer Branding, brand, talent, motivation factors, employer brand, knowledge intensive companies
Keyword [sv]
Employer Branding, varumärke, talang, motivationsfaktorer, arbetsgivarvarumärke, kunskapsföretag
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13187OAI: oai:DiVA.org:lnu-13187DiVA: diva2:427793
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-06-29 Created: 2011-06-28 Last updated: 2011-06-29Bibliographically approved

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Employer Branding: Ekonomstudenters attityder till framtida arbetsgivare, en studie om arbetsgivarvarumärkets betydelse och talangidentifiering(2486 kB)720 downloads
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