Attraktiva arbetsgivarvarumärken - en fallstudie av Universitetssjukhuset MAS i Malmö.
(2009)Department of Strategic Communication
- Abstract
- The public sector of today is often characterised by reduced finance and increased competition, which makes it harder to attract the highest skilled employees. This thesis attempts to generate new knowledge about employer branding within the public sector. We have carried out a case study on Universitetssjukhuset MAS (UMAS) and studied three different groups; employees in leading positions, doctors/nurses and presumptive employees. A successful employer brand contain four elements, namely vision, culture, image and identity and it is of great importance to have high concurrence between those elements. In this study we found that there is a discrepancy between how the directorate wish to present UMAS compared to how current and presumptive... (More)
- The public sector of today is often characterised by reduced finance and increased competition, which makes it harder to attract the highest skilled employees. This thesis attempts to generate new knowledge about employer branding within the public sector. We have carried out a case study on Universitetssjukhuset MAS (UMAS) and studied three different groups; employees in leading positions, doctors/nurses and presumptive employees. A successful employer brand contain four elements, namely vision, culture, image and identity and it is of great importance to have high concurrence between those elements. In this study we found that there is a discrepancy between how the directorate wish to present UMAS compared to how current and presumptive employees perceive UMAS and what impact this has on their employer branding. Our conclusion is that the organisation initially should look within itself in order to successfully present a positive image externally. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1465312
- author
- Sandberg, Sofia and Karlsson Halde, Karin
- supervisor
- organization
- year
- 2009
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- communication, employer branding, vision, culture, image, identity
- language
- Swedish
- id
- 1465312
- date added to LUP
- 2009-08-20 00:00:00
- date last changed
- 2018-10-18 10:07:48
@misc{1465312,
abstract = {{The public sector of today is often characterised by reduced finance and increased competition, which makes it harder to attract the highest skilled employees. This thesis attempts to generate new knowledge about employer branding within the public sector. We have carried out a case study on Universitetssjukhuset MAS (UMAS) and studied three different groups; employees in leading positions, doctors/nurses and presumptive employees. A successful employer brand contain four elements, namely vision, culture, image and identity and it is of great importance to have high concurrence between those elements. In this study we found that there is a discrepancy between how the directorate wish to present UMAS compared to how current and presumptive employees perceive UMAS and what impact this has on their employer branding. Our conclusion is that the organisation initially should look within itself in order to successfully present a positive image externally.}},
author = {{Sandberg, Sofia and Karlsson Halde, Karin}},
language = {{swe}},
note = {{Student Paper}},
title = {{Attraktiva arbetsgivarvarumärken - en fallstudie av Universitetssjukhuset MAS i Malmö.}},
year = {{2009}},
}