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Den nya generationens preferenser för employer branding - En kvalitativ studie med kommunikationsstudenter på svenska universitet

Måhlgren Radibratovic, Fanny LU and Berglund, Linnéa LU (2017) SKDK01 20171
Department of Strategic Communication
Abstract (Swedish)
Denna studie syftar till att öka kunskapen om hur organisationer kan använda em-ployer branding i sin kommunikation för att attrahera ny talang. Tidigare forskning kring extern employer branding är huvudsakligen fokuserad på arbetskraft som redan är etablerad på arbetsmarknaden, och dessutom finns mycket få studier i en svensk kontext. För att bidra till ökad kunskap i strategisk kommunikation och inom området employer branding riktad till studenter i Sverige, genomfördes en in-tervjustudie med kommunikationsstudenter på Stockholm, Uppsala, Göteborgs och Lunds Universitet. Intervjuerna fokuserade på vilka informationskällor och kom-munikationsfaktorer som studenterna föredrar vad gäller kommunikation från pre-sumtiva arbetsgivare.... (More)
Denna studie syftar till att öka kunskapen om hur organisationer kan använda em-ployer branding i sin kommunikation för att attrahera ny talang. Tidigare forskning kring extern employer branding är huvudsakligen fokuserad på arbetskraft som redan är etablerad på arbetsmarknaden, och dessutom finns mycket få studier i en svensk kontext. För att bidra till ökad kunskap i strategisk kommunikation och inom området employer branding riktad till studenter i Sverige, genomfördes en in-tervjustudie med kommunikationsstudenter på Stockholm, Uppsala, Göteborgs och Lunds Universitet. Intervjuerna fokuserade på vilka informationskällor och kom-munikationsfaktorer som studenterna föredrar vad gäller kommunikation från pre-sumtiva arbetsgivare. Resultaten analyserades sedan med utgångspunkt i Edwards Employer Branding-modell samt teorier om kommunikation på sociala medier. Studien visar på att studenterna genomför ett gediget undersökningsarbete av fram-tida arbetsgivare, framför allt online. Av den anledningen är kanalanpassad kom-munikation på sociala medier av största betydelse för huruvida ett employer brand ska anses som attraktivt eller inte hos framtida arbetssökare. Man värderar även in-formation från nuvarande anställda och uttrycker att det som kommuniceras från en framtida arbetsgivare bör vara tydligt och framförallt sanningsenligt. Vidare slår studien fast att den huvudsakliga anledningen till detta är att ny talang värderar att kunna visualisera sig på en arbetsplats redan innan de kontaktar densamma, och det omfattande undersökningsarbetet hjälper dem att avgöra om organisationens identi-tet och värden överensstämmer med deras. (Less)
Abstract
This study aims to increase the knowledge of how organizations can use employer branding communication to attract new talent. Previous research on external em-ployer branding has been mainly focused on employees already established on the labour market and there are very few studies performed in a Swedish context. To contribute to increased knowledge in the field of strategic communication and em-ployer branding directed towards students we conducted an interview study among communication students from Stockholm, Uppsala, Gothenburg and Lund Universi-ties. The interviews focused on which sources of information and what communica-tive factors the students prefer regarding communication from presumptive em-ployers. The results were then... (More)
This study aims to increase the knowledge of how organizations can use employer branding communication to attract new talent. Previous research on external em-ployer branding has been mainly focused on employees already established on the labour market and there are very few studies performed in a Swedish context. To contribute to increased knowledge in the field of strategic communication and em-ployer branding directed towards students we conducted an interview study among communication students from Stockholm, Uppsala, Gothenburg and Lund Universi-ties. The interviews focused on which sources of information and what communica-tive factors the students prefer regarding communication from presumptive em-ployers. The results were then analysed using mainly Edwards Employer Branding model and theories on social media communication. The study shows that the stu-dents research future employees thoroughly, mainly online, which is why adapted communication channels on social media is crucial in creating an employer brand attractive to future job seekers. They value information from current employees and stress the importance of the message communicated through an employer brand to be clear and truthful. The study also states that the main reason for this is that new talent wants to be able to visualize themselves in a workplace even before contact-ing the employer, and the extensive research help them determine whether the or-ganizational identity is matching up with theirs. (Less)
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author
Måhlgren Radibratovic, Fanny LU and Berglund, Linnéa LU
supervisor
organization
alternative title
The new generations preferences for employer branding - A qualitative study on communication students from Swedish universities
course
SKDK01 20171
year
type
M2 - Bachelor Degree
subject
keywords
employer branding, Edwards, visualisering, extern kommunikation, sociala medier, identitet, image, CSR, visualization, external communication, social media, identity
language
Swedish
id
8911440
date added to LUP
2017-06-07 14:34:30
date last changed
2017-06-07 14:34:30
@misc{8911440,
  abstract     = {This study aims to increase the knowledge of how organizations can use employer branding communication to attract new talent. Previous research on external em-ployer branding has been mainly focused on employees already established on the labour market and there are very few studies performed in a Swedish context. To contribute to increased knowledge in the field of strategic communication and em-ployer branding directed towards students we conducted an interview study among communication students from Stockholm, Uppsala, Gothenburg and Lund Universi-ties. The interviews focused on which sources of information and what communica-tive factors the students prefer regarding communication from presumptive em-ployers. The results were then analysed using mainly Edwards Employer Branding model and theories on social media communication. The study shows that the stu-dents research future employees thoroughly, mainly online, which is why adapted communication channels on social media is crucial in creating an employer brand attractive to future job seekers. They value information from current employees and stress the importance of the message communicated through an employer brand to be clear and truthful. The study also states that the main reason for this is that new talent wants to be able to visualize themselves in a workplace even before contact-ing the employer, and the extensive research help them determine whether the or-ganizational identity is matching up with theirs.},
  author       = {Måhlgren Radibratovic, Fanny and Berglund, Linnéa},
  keyword      = {employer branding,Edwards,visualisering,extern kommunikation,sociala medier,identitet,image,CSR,visualization,external communication,social media,identity},
  language     = {swe},
  note         = {Student Paper},
  title        = {Den nya generationens preferenser för employer branding - En kvalitativ studie med kommunikationsstudenter på svenska universitet},
  year         = {2017},
}