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"Bolagsverket är mer modernt än jag tänkte mig": Hur kan statliga myndigheter arbeta med Employer Branding för att attrahera Generation Y?
Dalarna University, School of Technology and Business Studies, Human Resource Management.
Dalarna University, School of Technology and Business Studies, Human Resource Management.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
How can governmental employers work with Employer Branding to attract Generation Y? (English)
Abstract [sv]

Bakgrund: Employer Branding är ett relativt nytt begrepp som har börjat användas som en strategi inom Human Resource Management. Genom att utveckla ett Employer Brand kan or-ganisationer attrahera och behålla talangfull arbetskraft och på så vis säkra sin överlevnad. Det saknas emellertid forskning på hur Employer Branding kan användas i offentlig verksamhet för att attrahera den senaste generationen på arbetsmarknaden; Generation Y.

Syfte: Öka förståelse för hur statliga myndigheter kan arbeta med Employer Branding för att attrahera Generation Y.

Metod: Studien baseras på kvalitativ metod och har en fenomenologisk samt deduktiv forsk-ningsansats. Undersökningsdesignen var i form av en fallstudie. Nio semistrukturerade inter-vjuer har genomförts med respondenter på Bolagsverket, varav fyra intervjuer med personer som har inflytande över Employer Branding och fem med personer ur Generation Y.

Teorier: "Employer Branding Predictive Model"

Slutsatser: I studien visar att den statliga arbetsgivaren är attraktiv för Generation Y. Proble-matiken ligger i att det finns brister beträffande hur kommunikationen av arbetsgivarvarumärket ser ut externt. Utan en uttalad målgrupp och ett uttalat Employee Value Proposition blir den externa kommunikationen otydlig vilket minskar arbetsgivarens attraktionskraft hos potentiella arbetstagare. Attraktiviteten uppstår först när individen från Generation Y redan rekryterats in i organisationen.

Abstract [en]

Introduction: Employer branding is a relatively new concept that has begun to be used as a strategy in Human Resource Management. By developing an Employer Brand, organizations can attract and retain talented workers and thus ensure their survival. However, there is no research on how employer branding can be used in the public sector to attract the newest gen-eration in the labor market; Generation Y.

Objective: The purpose of this study is to increase understanding for how governmental em-ployers can work with Employer Branding to attract Generation Y.

Method: The study is based on qualitative method and a phenomenological and deductive re-search approach. Research design was in the form of a case study. Nine semi-structured inter-views were conducted with respondents from Swedish Companies Registration Office, four interviews with people who work with Employer Branding and five who belong to Generation Y.

Theories: "Employer Branding Predictive Model"

Conclusions: The study reveals that the governmental employer is attractive to Generation Y but could improve the external communication of its Employer Brand. Without an explicit tar-get group and a pronounced Employee Value Proposition, the external communication is un-clear which reduces the employer's attractiveness to potential employees. The attractiveness arises only when the individuals from Generation Y already are recruited into the organization.

Place, publisher, year, edition, pages
2016.
Keyword [en]
Employer Brand, Employer Branding, employer attraction, governmental employ-ers, Generation Y
Keyword [sv]
Employer Brand, Employer Branding, arbetsgivarvarumärke, arbetsgivarattraktion, statlig arbetsgivare, Generation Y
National Category
Work Sciences
Identifiers
URN: urn:nbn:se:du-21719OAI: oai:DiVA.org:du-21719DiVA: diva2:937823
Available from: 2016-06-16 Created: 2016-06-16

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