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Uncovering the Hidden Employer Brand – an interpretative case study of a consultancy firm

Ferrer López, Clara LU and Bolks, Melissa Susanne Esmeralda LU (2016) BUSN49 20161
Department of Business Administration
Abstract
University: Lund University School of Economics and Management
Course: BUSN49 - Degree Project Master Level in Managing People, Knowledge & Change, Spring Semester 2016
Authors: Melissa Bolks & Clara Ferrer López
Supervisor: Charlotta Levay
Thesis purpose: The purpose is to understand how the employer brand is perceived using a multi-dimensional approach and how these perceptions affect employee loyalty.
Methodology: The thesis uses an interpretative, abductive and qualitative research method. The empirical data is based on a case study of Expertise and involves nine semi-structured interviews and a document analysis of social media, Global Annual Report 2015 and website.
Findings: The perceptions of the employees and ex-employees... (More)
University: Lund University School of Economics and Management
Course: BUSN49 - Degree Project Master Level in Managing People, Knowledge & Change, Spring Semester 2016
Authors: Melissa Bolks & Clara Ferrer López
Supervisor: Charlotta Levay
Thesis purpose: The purpose is to understand how the employer brand is perceived using a multi-dimensional approach and how these perceptions affect employee loyalty.
Methodology: The thesis uses an interpretative, abductive and qualitative research method. The empirical data is based on a case study of Expertise and involves nine semi-structured interviews and a document analysis of social media, Global Annual Report 2015 and website.
Findings: The perceptions of the employees and ex-employees about the employer brand of Expertise matches with the explicit employer brand. This explicit employer brand is constructed around five central metaphors: Expertise as a family, Expertise as a teacher, Expertise as a trampoline, Expertise as a gate and Expertise as a provider of purpose. Despite that the employees and ex-employees buy into this explicit employer brand, we found a hidden employer brand characterized by the following tensions: freedom vs. control, collaboration vs. competition, company identification vs. alternative sources of identification and good work-life balance vs. workload. Furthermore, the employer brand at Expertise is not used to retain talent but to achieve a highly motivated workforce and lasting loyalty to the employer brand even when the employee has left the company physically. (Less)
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author
Ferrer López, Clara LU and Bolks, Melissa Susanne Esmeralda LU
supervisor
organization
course
BUSN49 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Employer brand Tensions Loyalty Retention Identity Management Consulting
language
English
id
8878736
date added to LUP
2016-06-27 15:04:19
date last changed
2016-06-27 15:04:19
@misc{8878736,
  abstract     = {University: Lund University School of Economics and Management
Course: BUSN49 - Degree Project Master Level in Managing People, Knowledge & Change, Spring Semester 2016
Authors: Melissa Bolks & Clara Ferrer López
Supervisor: Charlotta Levay
Thesis purpose: The purpose is to understand how the employer brand is perceived using a multi-dimensional approach and how these perceptions affect employee loyalty.
Methodology: The thesis uses an interpretative, abductive and qualitative research method. The empirical data is based on a case study of Expertise and involves nine semi-structured interviews and a document analysis of social media, Global Annual Report 2015 and website.
Findings: The perceptions of the employees and ex-employees about the employer brand of Expertise matches with the explicit employer brand. This explicit employer brand is constructed around five central metaphors: Expertise as a family, Expertise as a teacher, Expertise as a trampoline, Expertise as a gate and Expertise as a provider of purpose. Despite that the employees and ex-employees buy into this explicit employer brand, we found a hidden employer brand characterized by the following tensions: freedom vs. control, collaboration vs. competition, company identification vs. alternative sources of identification and good work-life balance vs. workload. Furthermore, the employer brand at Expertise is not used to retain talent but to achieve a highly motivated workforce and lasting loyalty to the employer brand even when the employee has left the company physically.},
  author       = {Ferrer López, Clara and Bolks, Melissa Susanne Esmeralda},
  keyword      = {Employer brand Tensions Loyalty Retention Identity Management Consulting},
  language     = {eng},
  note         = {Student Paper},
  title        = {Uncovering the Hidden Employer Brand – an interpretative case study of a consultancy firm},
  year         = {2016},
}