Change search
CiteExportLink to record
Permanent link

Direct link
Cite
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
  • text
  • asciidoc
  • rtf
Corporate storytellings påverkan på ett företags employee brand: En kvalitativ fallstudie av hur företag kan påverka anställdas engagemang
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

A useful tool for companies to use in their differentiation process is proposed to be employee branding. Employee branding is developed and put forth by the management with the main task to formulate the brands vision and values, and communicate them to the employees. To promote the employee engagement and their relationship with the company, corporate storytelling can be applied, with is an internal communication that strengthens the internal rumour and values that represent the brand. Since engagement and motivation is important factors when creating a strong employee brand, there is a need for further research on how corporate storytelling is used by companies to influence employee engagement and motivation, as corporate storytelling leads to deeper commitment among employees.

Purpose

The purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding.

Methodology

The authors conducted a qualitative case study on how the retail organization Boomerang. The empirical material was collected thru semi-structured interviews with Boomerangs management and employees.

Conclusion

The conclusion shows that the employees prefers when corporate storytelling and various communication is put in context, this because it’s easier for the employees to understand. Boomerang seems to understand the importance of working with images and texts to develop an understanding of the brand and the corporate story they represent. It can be concluded that the informal internal sources have greater impact on the employees, this may be because the informal internal sources is put more in context to their work, rather the more formal internal sources. There is a need for better balance in the use of corporate storytelling, between the sources and what is stated in the information.

Keywords: Branding, Employee branding, Corporate storytelling, Formal internal messages, Informal internal messages, Psychological contract, Brand commitment. 

Place, publisher, year, edition, pages
2014. , 113 p.
Keyword [en]
Branding, Employee branding, Corporate storytelling, Formal internal messages
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-35511OAI: oai:DiVA.org:lnu-35511DiVA: diva2:728081
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2014-06-24 Created: 2014-06-23 Last updated: 2016-02-22Bibliographically approved

Open Access in DiVA

Corporate storytellings påverkan på ett företags employee brand(1309 kB)149 downloads
File information
File name FULLTEXT01.pdfFile size 1309 kBChecksum SHA-512
552b5dcbb23a807e5e7541c1dcf967618113fd631ff3a179dcdf0ae5ca782068af809ce41878ad3a0b8ee6d4d122f184d5dc7fb26127cdd92e8946cbc2077ccd
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 149 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 251 hits
CiteExportLink to record
Permanent link

Direct link
Cite
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
  • text
  • asciidoc
  • rtf