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The "unloyal" Millennials : A survey study investigating the relationship between internal communication and employee brand attitudes in the healthcare sector

Andersson, Cajsa LU and Jakobsson, Ebba LU (2019) SKOK11 20191
Department of Strategic Communication
Abstract (Swedish)
Sveriges sjukvård står inför problem relaterade till hög personalomsättning. Kostnaderna för ny rekrytering är hög, den ökade mängden hyrläkare äventyrar pa-tientsäkerheten och Generation Y verkar ha en högre krav på sin arbetsgivare än tidigare generationer. Syftet med studien har varit att bidra till forskningen om hur internkommunikation kan användas som ett verktyg för att skapa positiva varumärkesattityder. Målet med studien har varit att observera relationen mellan tillfredsställelsen av internkommunikation, varumärkesattityder, ålder och övriga anställningsfaktorer. För att uppnå syftet med studien har vi genomfört en kvantitativ enkätstudie om den svenska sjukvården och analyserat svaren med hjälp av multipel regres-sionsanalys... (More)
Sveriges sjukvård står inför problem relaterade till hög personalomsättning. Kostnaderna för ny rekrytering är hög, den ökade mängden hyrläkare äventyrar pa-tientsäkerheten och Generation Y verkar ha en högre krav på sin arbetsgivare än tidigare generationer. Syftet med studien har varit att bidra till forskningen om hur internkommunikation kan användas som ett verktyg för att skapa positiva varumärkesattityder. Målet med studien har varit att observera relationen mellan tillfredsställelsen av internkommunikation, varumärkesattityder, ålder och övriga anställningsfaktorer. För att uppnå syftet med studien har vi genomfört en kvantitativ enkätstudie om den svenska sjukvården och analyserat svaren med hjälp av multipel regres-sionsanalys (n=208). Vi fann stöd för att tillfredsställelse av internkommunikation har en positiv påverkan på positiva varumärkesattityder inom den svenska sjukvården. Vi såg även att äldre generationer har starkare positiva varumärkesattityder än Generation Y. Slutligen såg vi att inte alla anställningsfaktorer hade en positiv påverkan på positiva varumärkesattityder. (Less)
Abstract
The healthcare sector in Sweden is facing problems related to high personnel turnover. The costs for new recruitment are high, the increase of locum doctors has a negative effect on patient safety, and the Millennial generation seems to have other demands on their employers than the previous generations. The purpose of this study was to contribute to the research about how internal communication can act as a tool for increasing positive employee brand attitudes. The aim of this study was to look at the relationship between internal communication satisfaction, employee brand attitudes, age, and beneficial employment factors. To achieve the aim of the study, we conducted a quantitative survey study of the healthcare sector in Sweden and... (More)
The healthcare sector in Sweden is facing problems related to high personnel turnover. The costs for new recruitment are high, the increase of locum doctors has a negative effect on patient safety, and the Millennial generation seems to have other demands on their employers than the previous generations. The purpose of this study was to contribute to the research about how internal communication can act as a tool for increasing positive employee brand attitudes. The aim of this study was to look at the relationship between internal communication satisfaction, employee brand attitudes, age, and beneficial employment factors. To achieve the aim of the study, we conducted a quantitative survey study of the healthcare sector in Sweden and analyzed the responses by using multiple regression analysis (n=208). We found support that internal communication satisfaction is positively associated with positive employee brand attitudes in the Swedish healthcare sector. We also found that older generations have a higher degree of positive employee brand attitudes than Millennials. Lastly, we found that not all employment factors are positively associated with employee brand attitudes. (Less)
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author
Andersson, Cajsa LU and Jakobsson, Ebba LU
supervisor
organization
alternative title
Den "illojala" Generationen Y
course
SKOK11 20191
year
type
M2 - Bachelor Degree
subject
keywords
Internal communication satisfaction, employee brand attitudes, employee brand loyalty, Millennials, healthcare, employment factors, employee retention, Internkommunikation, varumärkesattityder, medarbetarlojalitet, Generation Y, sjukvård, anställningsfaktorer, personalomsättning
language
English
id
8975472
date added to LUP
2019-06-11 16:04:08
date last changed
2019-06-11 16:04:08
@misc{8975472,
  abstract     = {The healthcare sector in Sweden is facing problems related to high personnel turnover. The costs for new recruitment are high, the increase of locum doctors has a negative effect on patient safety, and the Millennial generation seems to have other demands on their employers than the previous generations. The purpose of this study was to contribute to the research about how internal communication can act as a tool for increasing positive employee brand attitudes. The aim of this study was to look at the relationship between internal communication satisfaction, employee brand attitudes, age, and beneficial employment factors. To achieve the aim of the study, we conducted a quantitative survey study of the healthcare sector in Sweden and analyzed the responses by using multiple regression analysis (n=208). We found support that internal communication satisfaction is positively associated with positive employee brand attitudes in the Swedish healthcare sector. We also found that older generations have a higher degree of positive employee brand attitudes than Millennials. Lastly, we found that not all employment factors are positively associated with employee brand attitudes.},
  author       = {Andersson, Cajsa and Jakobsson, Ebba},
  keyword      = {Internal communication satisfaction,employee brand attitudes,employee brand loyalty,Millennials,healthcare,employment factors,employee retention,Internkommunikation,varumärkesattityder,medarbetarlojalitet,Generation Y,sjukvård,anställningsfaktorer,personalomsättning},
  language     = {eng},
  note         = {Student Paper},
  title        = {The "unloyal" Millennials : A survey study investigating the relationship between internal communication and employee brand attitudes in the healthcare sector},
  year         = {2019},
}