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Demografiskt perspektiv på Employer Branding: En kvantitativ studie om hur Ålö kan attrahera ingenjörsstudenter med Employer Branding
Umeå University, Faculty of Social Sciences, Department of Education.
Umeå University, Faculty of Social Sciences, Department of Education.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Engineers are a group of individuals who are attractive when companies are in need for competence in technology. Today it is a shortage of these competences in the labor market. Because of this there has grown a competition among companies when they strive to recruit the best engineers. Therefore companies spend more resources on marketing themselves as an attractive employer. This study was set out to find what engineers think is an attractive employer through a demographic perspective. Another objective was to understand what Employer Brand (EB) is and understand what a successful EB consists of. The study was based on a survey where 147 engineers from Umeå University participated. The study showed that age, years at work and number of terms studied plays an important role to explain how an engineer student rate as a good employer. Further on can we conclude from a theoretic perspective that EB is a complex concept when creating a brand. Although, the study shows that by interacting with the target group is a god indicator to seen as a future employer for engineer students and as a good brand.

Place, publisher, year, edition, pages
Keyword [en]
Instrumental-symbolic framework, attraction, brand equity, labor market
Keyword [sv]
Instrumentella-symboliska ramverket, attraktion, varumärkets värde, arbetsmarknad
National Category
Social Sciences Pedagogy
URN: urn:nbn:se:umu:diva-92525OAI: diva2:741237
External cooperation
Ålö AB
Subject / course
Available from: 2014-08-27 Created: 2014-08-27 Last updated: 2014-08-27Bibliographically approved

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