Employer branding som ett verktyg för att bryta könsstrukturer i organisationer: En kvalitativ studie av tre svenska kommuner
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Employer Branding as a tool to break gender patterns in organizations : A qualitative study of three Swedish municipalities (English)
In this thesis we present a qualitative study of Employer Branding through a perspective of gender. We examine the awareness of Employer Branding as a tool to break gender patterns in female and male dominated administrations in three Swedish municipalities. Six recruiters people were interviewed, including three pre-school managers and three managers of technical administrations, to see if there are any differences or similarities between the organizations’ Employer Branding to break gender patterns. In addition to the interviews, the Web pages of these three municipalities were investigated through a contextual perspective.
We found that our interviewees do use Employer Branding, but that they were not necessarily aware of its’ meaning. The study does also show that the awareness of gender patterns differentiated between the female and male dominated administrations. Our investigation of the Web pages shows that only one of the municipalities used their Web site in their Employer Branding process.
Place, publisher, year, edition, pages
2014. , 46 p.
Employer Branding, gender, gender patterns, segregation, equality, organizations, municipalities, Web sites, Internet
Employer branding, genus, kön, könsstrukturer, könssegregering, jämställdhet, organisationer, kommuner, webbsidor, hemsidor, internet
IdentifiersURN: urn:nbn:se:kau:diva-32253OAI: oai:DiVA.org:kau-32253DiVA: diva2:721146
Subject / course
Working Life Science
Human Resource Management and Work Organisation (180 ECTS credits)