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Employer branding till undsättning: En fallstudie om ett apoteksföretags arbete med employer branding
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med studien är att ge en förståelse för hur employer branding kan användas för att göra en organisations arbetsgivarvarumärke mer attraktivt, då organisationen är präglad av arbetskraftsbrist samtidigt som ett krav på specifik kompetens finns.

 

Metod: En fallstudie med en abduktiv ansats som behandlar employer branding utifrån ett apoteksföretag. Datainsamlingen har gjorts genom kvalitativa intervjuer och från fallföretagets forum på sociala medier.

 

Slutsats: Studiens resultat har visat hur en organisation kan arbeta med employer branding för att stärka sitt arbetsgivarvarumärke. Två av de mest fundamentala målsättningarna med employer branding är att kunna behålla och attrahera personal. För att kunna uppnå dessa målsättningar har flertalet aspekter valts ut och analyserats för att kunna identifiera hur en organisation kan vara framgångsrik i sitt employer branding-arbete. Studien har visat att ett framgångsrikt employer branding-arbete kräver en process där varje aspekt fungerar i symbios, men att förändringar på arbetsmarknaden ibland kan vara överväldigande och underminera företagens möjligheter med employer branding.

Abstract [en]

Purpose: The purpose of this study is to bring understanding into how employer  branding can be used in order to make an employer brand more attractive, while the organization is characterized by labour-shortage and at the same time demand specialized skills.

 

Method: The study is based on a case study with an abductive reasoning and addresses employer branding from a pharmaceutical company’s perspective. The data has been collected through qualitative interviews and from the pharmaceutical company’s social media forums.

 

Conclusion: The results of the study have shown how an organization can work with employer branding in order to strengthen its employer brand. Two of the most fundamental objectives of employer branding is to be able to retain and attract personnel. In order to achieve these objectives, numerous aspects have been selected and analyzed to identify how an organization can be successful in its work with employer branding. The study has shown that a successful work with employer branding demands a process where every aspect functions in symbiosis. However, changes in the labour-market can sometimes be overwhelming and therefore underminine the companies employer branding abilities.

Place, publisher, year, edition, pages
2016. , 74 p.
Keyword [en]
employer branding, employer brand, labour-shortage, specialized skills, pharmaceutical company
Keyword [sv]
employer branding, arbetsgivarvarumärke, arbetskraftsbrist, kompetenskrav, apoteksföretag
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-52780OAI: oai:DiVA.org:lnu-52780DiVA: diva2:931837
Subject / course
Business Administration - Organization Leadership
Educational program
Human Resource Management - Personnel Management and Organisational Development, 180 credits
Supervisors
Examiners
Available from: 2016-06-10 Created: 2016-05-30 Last updated: 2016-06-10Bibliographically approved

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Kervall, AlexanderMikkelsen, SofieRosén, Sanna
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CiteExportLink to record
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