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Employer Branding – Konsten att bli en attraktiv arbetsgivare via det interna arbetsgivarvarumärket: En kvalitativ studie på ett företag inom mediabranschen
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology.
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
How to become an attractive employer through internal Employer Branding (English)
Abstract [sv]

Studiens syfte var att undersöka hur anställda upplevde företag som arbetsgivarvarumärke och arbetsplats samt vilka faktorer som kan ha en påverkan på detta. Det genomfördes åtta intervjuer med anställda på ett företag inom mediabranschen. Det framkom att det fanns olika faktorer som påverkade hur medarbetarna såg på sin arbetsgivare. Dels skulle företaget erbjuda utvecklingsmöjligheter, flexibilitet i arbetsuppgifterna samt arbetsförmåner. På så sätt skapas en tillit och lojalitet gentemot varandra. Denna tillit skapar också en trygghet i sin anställning och mot sin chef. Relationen till sin chef visade sig vara viktig men även att de anställda själva fick styra över sina arbetsuppgifter. Även att arbeta på ett välkänt företag ansågs höja arbetsgivarens attraktivitet. Slutligen framkom det att de sociala faktorer påverkade hur de anställda såg på sin arbetsgivare och de menade på att det fanns en del brister gällande samarbetet mellan avdelningarna inom företaget.

Abstract [en]

The purpose of the study was to analyze employees’ perceptions of the company’s Employer Branding, the workplace, and the factors that may have an impact on this. Eight interviews were held with employees from a company in the media industry. It appeared that there were various factors that influence how employees perceive their employer. In order to be considered an attractive organization the company needs to offer opportunities to develop, flexibility in the daily tasks and employee benefits, and have a good reputation. This creates trust and loyalty between the employer and employee. It is important for the employees to have a good relationship with their manager, and at the same time it is important to have control over their own work tasks. Finally, social factors affected how the employees viewed their employer. According to some employees, there were some flaws with the cooperation between the departments within the company.

Place, publisher, year, edition, pages
2016. , 35 p.
Keyword [en]
Employer Branding, Internal Employer Branding, Employer attractiveness, Work motivation, Identification
Keyword [sv]
Employer Branding, Intern Employer Branding, Arbetsgivarens attraktivitet, Arbetsmotivation, Identifikation
National Category
Psychology
Identifiers
URN: urn:nbn:se:hig:diva-21832OAI: oai:DiVA.org:hig-21832DiVA: diva2:941035
Subject / course
Psychology
Educational program
Human resources and labour relations
Supervisors
Examiners
Available from: 2016-06-22 Created: 2016-06-21 Last updated: 2016-06-22Bibliographically approved

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CiteExportLink to record
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