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Employer Branding within Public Sector from a New Public Management perspective - case study of the Swedish Armed Forces

Hermannsdottir, Fanndis LU (2021) SKOM12 20211
Department of Strategic Communication
Abstract (Swedish)
This qualitative mixed methods case study aims to seek understanding of employer
branding within the public sector from a New Public Management perspective. The
chosen case is two campaigns from the Swedish Armed Forces of 2011 and 2019. Due
to political changes in Sweden, the Swedish Armed Forces faced major organizational changes regarding their staffing. Through a text analysis of the commercial videos from the two campaign, a semiotic analysis and a critical discourse analysis provides New Public Management themes and Employer Branding themes. The identified themes are used to design a questionnaire for group interviews and a meaning condensations sheet in which the empirical material of the three group interviews are studied as... (More)
This qualitative mixed methods case study aims to seek understanding of employer
branding within the public sector from a New Public Management perspective. The
chosen case is two campaigns from the Swedish Armed Forces of 2011 and 2019. Due
to political changes in Sweden, the Swedish Armed Forces faced major organizational changes regarding their staffing. Through a text analysis of the commercial videos from the two campaign, a semiotic analysis and a critical discourse analysis provides New Public Management themes and Employer Branding themes. The identified themes are used to design a questionnaire for group interviews and a meaning condensations sheet in which the empirical material of the three group interviews are studied as a reception analysis. The participants of this study are divided into three groups depending on their sector of employment: public sector, private sector or employees within the Swedish Armed Forces.

This case study results in that utterances of stronger New Public Management trends indicates that the employer branding image alludes more to the individual’s benefit of employment, and that user’s choice is prominent. While low New Public Management trends indicates that the employer branding image alludes more to the collective’s benefit of employment while higher purpose and citizen’s responsibility is prominent. (Less)
Please use this url to cite or link to this publication:
author
Hermannsdottir, Fanndis LU
supervisor
organization
course
SKOM12 20211
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Employer Branding, Public Sector Employer Branding, New Public Management, NPM, the Swedish Armed Forces, Policy Branding, Public Sector Branding
language
English
id
9054440
date added to LUP
2021-07-01 09:14:26
date last changed
2021-07-01 09:14:26
@misc{9054440,
  abstract     = {{This qualitative mixed methods case study aims to seek understanding of employer 
branding within the public sector from a New Public Management perspective. The 
chosen case is two campaigns from the Swedish Armed Forces of 2011 and 2019. Due 
to political changes in Sweden, the Swedish Armed Forces faced major organizational changes regarding their staffing. Through a text analysis of the commercial videos from the two campaign, a semiotic analysis and a critical discourse analysis provides New Public Management themes and Employer Branding themes. The identified themes are used to design a questionnaire for group interviews and a meaning condensations sheet in which the empirical material of the three group interviews are studied as a reception analysis. The participants of this study are divided into three groups depending on their sector of employment: public sector, private sector or employees within the Swedish Armed Forces. 

This case study results in that utterances of stronger New Public Management trends indicates that the employer branding image alludes more to the individual’s benefit of employment, and that user’s choice is prominent. While low New Public Management trends indicates that the employer branding image alludes more to the collective’s benefit of employment while higher purpose and citizen’s responsibility is prominent.}},
  author       = {{Hermannsdottir, Fanndis}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Employer Branding within Public Sector from a New Public Management perspective - case study of the Swedish Armed Forces}},
  year         = {{2021}},
}