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Employer Branding- En strategi för att attrahera framtidens talanger

Bjerkland, Cleo LU ; Ekman, Pernilla LU and Gustafsson, Johanna LU (2017) PSYK11 20171
Department of Psychology
Abstract
The aim of this essay was to explore the internal employer brand within a company in the energy industry. This study will be the stepping stone from which the company will further develop their employer brand strategy.

The employer branding strategy should be influenced by the preferences of the employees. Additionally, our study examined what makes an employer attractive in general and more specifically what appeals to Generation Y.

In order to answer the above questions we conducted a quantitative Study by distributing a survey to the company's employees. The survey was bought from a third party and the raw material was then analyzed. The data collection was then examined within the framework of this study.

The result of our... (More)
The aim of this essay was to explore the internal employer brand within a company in the energy industry. This study will be the stepping stone from which the company will further develop their employer brand strategy.

The employer branding strategy should be influenced by the preferences of the employees. Additionally, our study examined what makes an employer attractive in general and more specifically what appeals to Generation Y.

In order to answer the above questions we conducted a quantitative Study by distributing a survey to the company's employees. The survey was bought from a third party and the raw material was then analyzed. The data collection was then examined within the framework of this study.

The result of our study showed that the company's employees extensively associated their employer with the attributes they also considered desirable. These findings can be used by the company to strengthen its employer brand. However, we recommend that the company focuses on developing those desirable attributes that were to a lesser degree associated with the company.

The result showed that for the critical audiences, performance-related bonuses were the attributes that were considered significantly more attractive compared to the reference group. The employees of the company belonging to Generation Y preferred attributes such as team-based work and payment for overtime, which is further confirmed by previous research made in this area. We hope that the result of our study will guide the company to develop its future employer branding strategy. (Less)
Abstract (Swedish)
Syftet med uppsatsen var att söka förståelse för ett företag i energibranschens interna employer brand. Uppsatsen ska ligga som grund för företagets utvecklande av en employer branding strategi.

Employer branding strategin ska byggas från ett internt perspektiv som gäller för hela företaget, samt även vara styrt efter vissa kritiska målgruppers preferenser. Uppsatsen sökte även ökad förståelse för hur en attraktiv arbetsplats ser ut och särskilt hur Generation Y upplever en attraktiv arbetsgivare.

För att besvara ovanstående frågor genomförde vi en kvantitativ studie genom att distribuera en enkät till företagets anställda. Datainsamlingen har sedan legat till grund för den analys som gjordes inom ramen för denna studie.

... (More)
Syftet med uppsatsen var att söka förståelse för ett företag i energibranschens interna employer brand. Uppsatsen ska ligga som grund för företagets utvecklande av en employer branding strategi.

Employer branding strategin ska byggas från ett internt perspektiv som gäller för hela företaget, samt även vara styrt efter vissa kritiska målgruppers preferenser. Uppsatsen sökte även ökad förståelse för hur en attraktiv arbetsplats ser ut och särskilt hur Generation Y upplever en attraktiv arbetsgivare.

För att besvara ovanstående frågor genomförde vi en kvantitativ studie genom att distribuera en enkät till företagets anställda. Datainsamlingen har sedan legat till grund för den analys som gjordes inom ramen för denna studie.

Resultatet av vår studie visade att företagets anställda i stor utsträckning associerade företaget med de attribut de även ansåg önskvärda oberoende av arbetsgivare. Dessa attribut kan nyttjas av företaget för att stärka sitt employer brand. De attribut som däremot i lägre grad associerades till företaget men vilka ansågs vara attraktiva av de anställda, rekommenderar vi företaget att se som potentiella utvecklingsområden.

Resultatet visade att för de kritiska målgrupperna var prestationsrelaterad bonus det attribut som ansågs signifikant mer attraktivt i jämförelse med referensgruppen. De anställda på företaget som tillhörde Generation Y föredrog attribut vilka bekräftade tidigare forskning. De attribut som signifikant skilje sig från referensgruppen var teaminriktat arbete samt övertidsersättning. Resultatet av vår studie hoppas vi ska ligga till grund för utvecklandet av företagets framtida employer branding strategi. (Less)
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author
Bjerkland, Cleo LU ; Ekman, Pernilla LU and Gustafsson, Johanna LU
supervisor
organization
course
PSYK11 20171
year
type
M2 - Bachelor Degree
subject
keywords
Employer branding, Attraktiv arbetsplats, Generation Y, Arbetsgivarvarumärke, Arbetsmarknad, Strategi, Rekrytering
language
Swedish
id
8921744
date added to LUP
2017-08-21 09:15:40
date last changed
2017-08-21 09:15:40
@misc{8921744,
  abstract     = {The aim of this essay was to explore the internal employer brand within a company in the energy industry. This study will be the stepping stone from which the company will further develop their employer brand strategy. 

The employer branding strategy should be influenced by the preferences of the employees. Additionally, our study examined what makes an employer attractive in general and more specifically what appeals to Generation Y.

In order to answer the above questions we conducted a quantitative Study by distributing a survey to the company's employees. The survey was bought from a third party and the raw material was then analyzed. The data collection was then examined within the framework of this study. 

The result of our study showed that the company's employees extensively associated their employer with the attributes they also considered desirable. These findings can be used by the company to strengthen its employer brand. However, we recommend that the company focuses on developing those desirable attributes that were to a lesser degree associated with the company.

The result showed that for the critical audiences, performance-related bonuses were the attributes that were considered significantly more attractive compared to the reference group. The employees of the company belonging to Generation Y preferred attributes such as team-based work and payment for overtime, which is further confirmed by previous research made in this area. We hope that the result of our study will guide the company to develop its future employer branding strategy.},
  author       = {Bjerkland, Cleo and Ekman, Pernilla and Gustafsson, Johanna},
  keyword      = {Employer branding,Attraktiv arbetsplats,Generation Y,Arbetsgivarvarumärke,Arbetsmarknad,Strategi,Rekrytering},
  language     = {swe},
  note         = {Student Paper},
  title        = {Employer Branding- En strategi för att attrahera framtidens talanger},
  year         = {2017},
}