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Employer Branding towards black student: The case of Western Cape, South Africa
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this field study is to gain an increased knowledge and understanding regarding

how Western Cape-based companies work with Employer Branding towards black students by

describing, analyzing and concluding the included processes.

To reach this purpose a qualitative method was used by interviewing three different

representatives from Western Cape companies and one consultant agency working with the

concept of employer branding as well as focus group discussions with students from universities

in Western Cape.

The theoretical framework involves an own-designed model including the different concepts

relevant for our study: Talent Management, Diversity Management and Employer Branding in

which the latter has been given the most focus. The empirical data includes how the participants

perceive the Employer Branding work towards students in a Western Cape context: the black

talent challenge.

The analysis chapter follows the structure of the theory chapter and the empirical data is

compared and analyzed from to the different concepts in the theoretical framework. The

analysis demonstrates that companies in Western Cape tend to overestimate their Employer

Branding efforts in terms of resources and variety. Our findings show that the black students in

our study felt dissatisfaction with the Employer Branding efforts from Western Cape companies.

The analysis show clear patterns that Employer Branding in the Western Cape area have a

strong ethnicity diversity focus and especially around fulfilling legal requirements. The

collaboration between companies and universities in Western Cape could improve drastically

according to our empirical findings.

Finally this thesis provides a few recommendations for further research as well as for the

Western Cape companies.

Place, publisher, year, edition, pages
2013. , 101 p.
Keyword [en]
Employer Branding, Diversity Management, South Africa, Talent Attraction, Students
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-28796OAI: oai:DiVA.org:lnu-28796DiVA: diva2:647249
Subject / course
Business Administration - Organization Leadership
Educational program
Human Resource Management - Personnel Management and Organisational Development, 180 credits
Supervisors
Examiners
Available from: 2013-09-23 Created: 2013-09-10 Last updated: 2013-09-23Bibliographically approved

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Employer Branding towards black student: The case of Western Cape, South Africa(1529 kB)345 downloads
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Citation style
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