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Attraktiva arbetsgivarvarumärken - en fallstudie av Universitetssjukhuset MAS i Malmö.

Sandberg, Sofia and Karlsson Halde, Karin (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:
author
Sandberg, Sofia and Karlsson Halde, Karin
supervisor
organization
year
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},
  keyword      = {communication,employer branding,vision,culture,image,identity},
  language     = {swe},
  note         = {Student Paper},
  title        = {Attraktiva arbetsgivarvarumärken - en fallstudie av Universitetssjukhuset MAS i Malmö.},
  year         = {2009},
}