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Employer branding as a response to talent shortage - The importance of balancing the need of employees with employer offerings

Holm, Isabel LU and Andersson Hutsch, Linn LU (2016) MGTN59 20161
Department of Business Administration
Abstract (Swedish)
Repeatedly it has been demonstrated that the specific performance of an individual or a small group of workers have a significant impact on the profitability of a company. Hence, talented workers are vital for companies in order to stay competitive in today’s fierce business market. In addition, in industries where employees constitute the offered product the role of talent becomes even more important. However, as talent is a scarce resource a war of talent has emerged which, in turn, has made it harder for companies to stay competitive.

In terms of attracting and retaining employees, employer branding has gained a lot of attention in recent years. It involves how employers position and differentiate themselves from competitors on the... (More)
Repeatedly it has been demonstrated that the specific performance of an individual or a small group of workers have a significant impact on the profitability of a company. Hence, talented workers are vital for companies in order to stay competitive in today’s fierce business market. In addition, in industries where employees constitute the offered product the role of talent becomes even more important. However, as talent is a scarce resource a war of talent has emerged which, in turn, has made it harder for companies to stay competitive.

In terms of attracting and retaining employees, employer branding has gained a lot of attention in recent years. It involves how employers position and differentiate themselves from competitors on the labour market. It further emphasizes that employers must understand what their employees value in terms of work. Given that the winners of the war are those companies who manage to address the talent shortage with the most success, the purpose of this thesis is to illustrate how an effective employer brand can help companies engage and retain their talented employees.

The design of this research is based on a case study where the specific case represents a company that is operating in an industry where talent shortage is recognised. The findings show that the process of creating an effective employer brand originates from the talent itself and the ability of the organisation to create and offer that the talent want. Since organisations and its employees are different there is not a “one size fits all” solution to how an organisation can develop a strong employer brand. However, the process and the steps included when developing an employer brand are somewhat universal. (Less)
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author
Holm, Isabel LU and Andersson Hutsch, Linn LU
supervisor
organization
course
MGTN59 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
talent shortage, talent management, employer branding, employee value proposition, employee engagement, employee retention
language
English
id
8887008
date added to LUP
2016-07-08 15:00:56
date last changed
2016-07-08 15:00:56
@misc{8887008,
  abstract     = {Repeatedly it has been demonstrated that the specific performance of an individual or a small group of workers have a significant impact on the profitability of a company. Hence, talented workers are vital for companies in order to stay competitive in today’s fierce business market. In addition, in industries where employees constitute the offered product the role of talent becomes even more important. However, as talent is a scarce resource a war of talent has emerged which, in turn, has made it harder for companies to stay competitive. 

In terms of attracting and retaining employees, employer branding has gained a lot of attention in recent years. It involves how employers position and differentiate themselves from competitors on the labour market. It further emphasizes that employers must understand what their employees value in terms of work. Given that the winners of the war are those companies who manage to address the talent shortage with the most success, the purpose of this thesis is to illustrate how an effective employer brand can help companies engage and retain their talented employees. 

The design of this research is based on a case study where the specific case represents a company that is operating in an industry where talent shortage is recognised. The findings show that the process of creating an effective employer brand originates from the talent itself and the ability of the organisation to create and offer that the talent want. Since organisations and its employees are different there is not a “one size fits all” solution to how an organisation can develop a strong employer brand. However, the process and the steps included when developing an employer brand are somewhat universal.},
  author       = {Holm, Isabel and Andersson Hutsch, Linn},
  keyword      = {talent shortage,talent management,employer branding,employee value proposition,employee engagement,employee retention},
  language     = {eng},
  note         = {Student Paper},
  title        = {Employer branding as a response to talent shortage - The importance of balancing the need of employees with employer offerings},
  year         = {2016},
}