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Attraktiva arbetsgivare: Att arbeta med employer branding inom statlig myndighet
Halmstad University, School of Health and Welfare.
Halmstad University, School of Health and Welfare.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
Abstract [sv]

Studiens syfte var att få kunskap om hur en statlig militär myndighet arbetar för att vara en attraktiv arbetsgivare, internt som externt. För att kunna utvärdera det arbete som görs av organisationen undersöktes rekryters uppfattning av organisationens arbetsgivarvarumärke och arbete med employer branding. Frågeställningarna som används för att uppnå syftet var följande: Hur kan en statlig myndighet arbeta för att vara en attraktiv arbetsgivare? Hur arbetar organisationen med employer branding internt och externt för att stärka arbetsgivarvarumärket? Hur uppfattas organisationens arbete med att vara en attraktiv arbetsgivare av medarbetare? Metoden som användes var en kvalitativ analys som bestod av semistrukturerade intervjuer. I studien deltog fyra individer med ledarpositioner, som ansvar för olika delar av organisationens employer branding, internt och externt. Samt fem rekryter som vid tillfället genomförde Grundläggande Militär Utbildning (GMU). Resultatet analyserades med hjälp av teori och tidigare forskning om arbetsgivarvarumärke, employer branding och generation Y. Resultatet visar att organisationen arbetar med arbetsgivarvarumärket genom bland annat reklam, besök på skolor/evenemang och medverkan i sociala medier. Internt anordnas bland annat tävlingar och andra aktiviteter med vilket stärkte trivseln på arbetsplatsen. 

Abstract [en]

The study's purpose was to examine how a state military authority could work towards being an attractive employer, internally and externally. In order to evaluate the work done by the organization, new recruits were interviewed to examine their perception of the organization's work with employer branding. The questions used to fulfill the purpose were: How does a government agency work towards being an attractive employer? How does the organization work with employer branding, internally and externally, to strengthen the employer brand? How do recruits perceive the organization’s work with employer branding? The method used was a qualitative analysis, consisting of semi-structured interviews. The study involved four individuals with leadership positions, who had responsibility for different parts of the organizations employer branding, and five recruits who were participating in the Swedish basic military training program (GMU). The results were analyzed by using theory and previous research on employer brand, employer branding and generation Y. The results show that the organization works with employer branding by advertising, visiting schools, participating in events and in social media. Internally the organization works with employer branding by, among other things, organizing competitions and other activities for employees, which seemed to boost their job satisfaction. 

Place, publisher, year, edition, pages
2016.
Keyword [en]
Employer brand, Employer branding, Generation Y, the Armed Forces, Attractive Employers
Keyword [sv]
Arbetsgivarvarumärke, Employer branding, Generation Y, Försvarsmakten, Attraktiva arbetsgivare
National Category
Humanities Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-31192OAI: oai:DiVA.org:hh-31192DiVA: diva2:937663
Subject / course
Work Science
Supervisors
Examiners
Available from: 2016-06-22 Created: 2016-06-15 Last updated: 2016-06-22Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
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Output format
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