Corporate storytellings påverkan på ett företags employee brand: En kvalitativ fallstudie av hur företag kan påverka anställdas engagemang
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.
The purpose of this paper is to explore how companies use corporate storytelling to influence their employee branding.
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.
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.
Branding, Employee branding, Corporate storytelling, Formal internal messages
IdentifiersURN: urn:nbn:se:lnu:diva-35511OAI: oai:DiVA.org:lnu-35511DiVA: diva2:728081
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits