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Perspektiv på segmentering av Telias employer branding

Jacobsson, Carin (2013) MIO920
Production Management
Abstract
Problem definition: Employer branding involves branding the company as an
employer to potential and current employees. The
concept has gained widespread attention in both theory
and practice in recent years. TeliaSonera has earlier
outlined an employer branding strategy at a general and
broad level, but now wishes to narrow their strategy in
order to make the employer brand more attractive. The
thesis suggests that it could be done by using well-known
marketing theories, more specifically segmentation.
Purpose: The purpose with the thesis is to investigate various types
of segmentation aspects within employer branding and
how they affect an organization’s employer branding
outcomes.
Methodology: The thesis is a case study... (More)
Problem definition: Employer branding involves branding the company as an
employer to potential and current employees. The
concept has gained widespread attention in both theory
and practice in recent years. TeliaSonera has earlier
outlined an employer branding strategy at a general and
broad level, but now wishes to narrow their strategy in
order to make the employer brand more attractive. The
thesis suggests that it could be done by using well-known
marketing theories, more specifically segmentation.
Purpose: The purpose with the thesis is to investigate various types
of segmentation aspects within employer branding and
how they affect an organization’s employer branding
outcomes.
Methodology: The thesis is a case study where the approach taken
entails a triangular research method. The quantitative
research involves a CV-review of new recruits at Telia
and through a survey answered by both students and
Telia employees. The qualitative research entails
interviews of HR-employees and a focus group consisting
of employees working with strategy issues.
Conclusions: The thesis suggests that segmentation can be used to a
larger extent than today, in order to streamline the
employer branding work. Furthermore, the study suggests
and exemplifies four segmentation bases commonly used
in marketing applied in employer branding, where the
psychographic aspect is assessed to be the most relevant
and useful. Finally, it is concluded that Telia’s employer
brand in the current situation has an operational position
due to the absence of firm wide goals, the decentralised
organisation and the lack of long-term perspective. (Less)
Please use this url to cite or link to this publication:
author
Jacobsson, Carin
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
Human Resource Management, Employer branding, segmentation, Career Concept Model, Telia
other publication id
13/5463
language
English
id
4024501
date added to LUP
2013-09-13 15:36:08
date last changed
2013-09-13 15:36:08
@misc{4024501,
  abstract     = {Problem definition: Employer branding involves branding the company as an
employer to potential and current employees. The
concept has gained widespread attention in both theory
and practice in recent years. TeliaSonera has earlier
outlined an employer branding strategy at a general and
broad level, but now wishes to narrow their strategy in
order to make the employer brand more attractive. The
thesis suggests that it could be done by using well-known
marketing theories, more specifically segmentation.
Purpose: The purpose with the thesis is to investigate various types
of segmentation aspects within employer branding and
how they affect an organization’s employer branding
outcomes.
Methodology: The thesis is a case study where the approach taken
entails a triangular research method. The quantitative
research involves a CV-review of new recruits at Telia
and through a survey answered by both students and
Telia employees. The qualitative research entails
interviews of HR-employees and a focus group consisting
of employees working with strategy issues.
Conclusions: The thesis suggests that segmentation can be used to a
larger extent than today, in order to streamline the
employer branding work. Furthermore, the study suggests
and exemplifies four segmentation bases commonly used
in marketing applied in employer branding, where the
psychographic aspect is assessed to be the most relevant
and useful. Finally, it is concluded that Telia’s employer
brand in the current situation has an operational position
due to the absence of firm wide goals, the decentralised
organisation and the lack of long-term perspective.},
  author       = {Jacobsson, Carin},
  keyword      = {Human Resource Management,Employer branding,segmentation,Career Concept Model,Telia},
  language     = {eng},
  note         = {Student Paper},
  title        = {Perspektiv på segmentering av Telias employer branding},
  year         = {2013},
}