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Employer Branding i offentlig sektor: Initial påverkan av imagearbete för rekrytering

Carlsson, Joakim LU ; Janér, Vincent LU and Halling, Fredrik LU (2017) FEKH29 20162
Department of Business Administration
Abstract (Swedish)
Syfte: Syftet med uppsatsen är att skapa ökad förståelse för hur nya image- och varumärkesbyggande aktiviteter initialt påverkar statliga arbetsgivares rekryteringsförutsättningar.

Metod: En kvalitativ tvärsnittsstudie har genomförts med ett hermeneutiskt förhållningssätt. Forskningsansatsen i uppsatsen är främst deduktiv och baseras på relevant teori. Analys och slutsatser underbyggs av primärdata från fokusgrupper, i kombination med sekundärdata hämtad från diverse litterära källor.

Teoretiska perspektiv: Med Employer Branding som utgångspunkt har relaterade teorier inom varumärkesforskning studerats. Givet rapportens syfte har även diverse Brand Image-relaterade vetenskapsområden applicerats.

Empiri: Det empiriska underlaget... (More)
Syfte: Syftet med uppsatsen är att skapa ökad förståelse för hur nya image- och varumärkesbyggande aktiviteter initialt påverkar statliga arbetsgivares rekryteringsförutsättningar.

Metod: En kvalitativ tvärsnittsstudie har genomförts med ett hermeneutiskt förhållningssätt. Forskningsansatsen i uppsatsen är främst deduktiv och baseras på relevant teori. Analys och slutsatser underbyggs av primärdata från fokusgrupper, i kombination med sekundärdata hämtad från diverse litterära källor.

Teoretiska perspektiv: Med Employer Branding som utgångspunkt har relaterade teorier inom varumärkesforskning studerats. Givet rapportens syfte har även diverse Brand Image-relaterade vetenskapsområden applicerats.

Empiri: Det empiriska underlaget består av primärdata från fyra fokusgrupper som genomfördes vid Ekonomihögskolan i Lund, samt en intervju med Försvarsmaktens marknadsstrateg.

Resultat: Det empiriska materialet har genom analys utifrån relevanta teorier skapat ökad förståelse för hur image- och varumärkesbyggande aktiviteter initialt påverkar statliga myndigheters förutsättningar som arbetsgivare. Statliga myndigheter har en Employer Brand Image som initialt påverkar imagearbetets effektivitet. Vidare uppstår skepsis mot statliga myndigheter som kommunicerar utan tydligt syfte. Avslutningsvis påverkar den uppfattade angelägenheten i myndigheters syfte möjligheten att influera rekryteringsförutsättningar genom imagearbete. (Less)
Abstract
Purpose: The purpose of this thesis is to build knowledge regarding how new image activities and branding activities initially influence public employers’ recruiting conditions.

Methodology: A qualitative cross-sectional study was carried out with a hermeneutic approach. The research in this paper is mainly deductive and based on relevant theory. Analysis and conclusions are supported by primary data from focus groups, combined with secondary data gathered from various sources of literature.

Theoretical Perspectives: With Employer Branding as a reference point, related theories in Branding have been researched. Given the purpose of the report, various Brand Image disciplines have been applied.

Empirical Foundation: The... (More)
Purpose: The purpose of this thesis is to build knowledge regarding how new image activities and branding activities initially influence public employers’ recruiting conditions.

Methodology: A qualitative cross-sectional study was carried out with a hermeneutic approach. The research in this paper is mainly deductive and based on relevant theory. Analysis and conclusions are supported by primary data from focus groups, combined with secondary data gathered from various sources of literature.

Theoretical Perspectives: With Employer Branding as a reference point, related theories in Branding have been researched. Given the purpose of the report, various Brand Image disciplines have been applied.

Empirical Foundation: The empirical material consists of primary data from four focus groups conducted at Lund University, along with an interview with a marketer at Försvarsmakten.

Conclusions: The empirical findings have through analysis created greater understanding of how image and Branding activities initially affect government agencies’ conditions as employers. Government authorities have an Employer Brand Image, which initially affect the efficiency of image related marketing activities. Furthermore, skepticism arises when government agencies communicate without a clear purpose. Finally, the perceived urgency of authorities' objectives influence the effect image activities have on recruitment conditions. (Less)
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author
Carlsson, Joakim LU ; Janér, Vincent LU and Halling, Fredrik LU
supervisor
organization
course
FEKH29 20162
year
type
M2 - Bachelor Degree
subject
keywords
Employer Branding, Brand Image, Brand Personality, Organisatorisk Legitimitet, Fokusgrupper
language
Swedish
id
8903153
date added to LUP
2017-02-15 08:24:40
date last changed
2017-02-15 08:24:40
@misc{8903153,
  abstract     = {Purpose: The purpose of this thesis is to build knowledge regarding how new image activities and branding activities initially influence public employers’ recruiting conditions. 
 
Methodology: A qualitative cross-sectional study was carried out with a hermeneutic approach. The research in this paper is mainly deductive and based on relevant theory. Analysis and conclusions are supported by primary data from focus groups, combined with secondary data gathered from various sources of literature.
 
Theoretical Perspectives: With Employer Branding as a reference point, related theories in Branding have been researched. Given the purpose of the report, various Brand Image disciplines have been applied.
 
Empirical Foundation: The empirical material consists of primary data from four focus groups conducted at Lund University, along with an interview with a marketer at Försvarsmakten.
 
Conclusions: The empirical findings have through analysis created greater understanding of how image and Branding activities initially affect government agencies’ conditions as employers. Government authorities have an Employer Brand Image, which initially affect the efficiency of image related marketing activities. Furthermore, skepticism arises when government agencies communicate without a clear purpose. Finally, the perceived urgency of authorities' objectives influence the effect image activities have on recruitment conditions.},
  author       = {Carlsson, Joakim and Janér, Vincent and Halling, Fredrik},
  keyword      = {Employer Branding,Brand Image,Brand Personality,Organisatorisk Legitimitet,Fokusgrupper},
  language     = {swe},
  note         = {Student Paper},
  title        = {Employer Branding i offentlig sektor: Initial påverkan av imagearbete för rekrytering},
  year         = {2017},
}