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Employer Branding: ett modernt begrepp i offentlig verksamhet
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2014 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Employer branding : a modern management fad in the public sector (English)
Abstract [sv]

Bakgrund

Sedan efterkrigstiden har det skett en ökning av moderna

organisationsidéer. En av dessa idéer är employer branding som utgör

varumärket för företaget som arbetsgivare och som syftar till att locka

till sig och behålla rätt personal. Offentlig verksamhet har börjat arbeta

med detta begrepp som en följd av new public management men

studier på detta område saknas.

Syfte

Syftet med studien är att skapa förståelse för de svårigheter som finns i

att utforma ett employer brand i en offentlig verksamhet som

karaktäriseras av new public management-idéer. Vi vill bidra till den

företagsekonomiska diskussionen om employer branding genom att

bidra med ett kritiskt förhållningssätt till begreppet inom offentlig

verksamhet.

Metod

Studien är hermeneutisk med en abduktiv ansats. Fallstudier har

använts för att samla in det empiriska materialet. 18 semistrukturerade

intervjuer har utförts med personer på Växjö kommun. En observation

har även genomförts.

Slutsats

I studien framkom det tre delar som skapar svårigheter för den

offentlig verksamhet i employer branding-arbetet. Dessa är de vitt

skilda yrkeskategorierna i verksamheten, den decentraliserade

organisationen samt kompetensbristen kring employer branding i

offentlig verksamhet.

Abstract [en]

Introduction

Since post war era there has been an increase of modern organisational

ideas. One of them is employer branding which is the characteristics of

the company as an employer which purpose is to attract and retain the

right employees. The public sector has now embarked the concept as a

consequence of the new public management era. Field studies in this

are absent.

Purpose

The purpose of this thesis is to increase the understanding about the

difficulties of design an employer brand in the public sector which is

characterized by new public management. The aim is to give a

contribution to the discussion of employer branding, in the field of

business administration, with a critical perspective towards the concept

in the public sector.

Method

The study is hermeneutic with an abductive approach. We used a case

study to collect the empirical material. 18 semi-structured interviews

have been conducted within the municipality of Växjö. One

observation did also take place.

Conclusion

In our study, we found, three parts in the public sector that makes it

complicated to formulate an employer brand. They are: the large

organisation with many different professions, the decentralization and

the lack of knowledge about employer branding in the public sector.

Place, publisher, year, edition, pages
2014. , 104 p.
Keyword [en]
employer branding, employee value proposition, public sector, municipality, new public management
Keyword [sv]
employer branding, employee value proposition, offentlig verksamhet, kommun, new public management
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-36659OAI: oai:DiVA.org:lnu-36659DiVA: diva2:742387
External cooperation
Växjö Kommun
Educational program
Business Administration and Economics Programme, 240 credits
Supervisors
Examiners
Available from: 2014-09-03 Created: 2014-09-01 Last updated: 2014-09-03Bibliographically approved

Open Access in DiVA

Axelsson, I. & Borgqvist, J. (2014) Employer Branding-ett modernt begrepp i offentlig verksamhet(1646 kB)486 downloads
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