Employer branding – Hur kan företag attrahera och rekrytera personal på LinkedIn?
(2022) SKDK11 20221Department of Strategic Communication
- Abstract (Swedish)
- Inom dagens arbetsmarknad har det blivit allt svårare för organisationer att attrahera och behålla värdefulla och kompetenta medarbetare. På grund av detta har organisationer börjat fokusera på sin employer branding för att kommunicera vad de erbjuder arbetstagare och anställda. Samtidigt har en ny generation börjat komma in på arbetsmarknaden. Med detta i åtanke är syftet med denna studie att bidra till en större förståelse för vilka värdeerbjudanden de topp tio organisationerna att arbeta för, enligt Generation Z, kommunicerar externt på LinkedIn.
Resonemanget bakom denna grupp är att relativt få studier har genomförts och därav ett intresse av att få en djupare förståelse för hur dessa tio organisationer kommunicerar sitt employer... (More) - Inom dagens arbetsmarknad har det blivit allt svårare för organisationer att attrahera och behålla värdefulla och kompetenta medarbetare. På grund av detta har organisationer börjat fokusera på sin employer branding för att kommunicera vad de erbjuder arbetstagare och anställda. Samtidigt har en ny generation börjat komma in på arbetsmarknaden. Med detta i åtanke är syftet med denna studie att bidra till en större förståelse för vilka värdeerbjudanden de topp tio organisationerna att arbeta för, enligt Generation Z, kommunicerar externt på LinkedIn.
Resonemanget bakom denna grupp är att relativt få studier har genomförts och därav ett intresse av att få en djupare förståelse för hur dessa tio organisationer kommunicerar sitt employer branding och hur det speglar gruppens behov. I denna bakgrund syftar vi till att tillämpa kunskapen på andra aspekter men också för att andra organisationer ska anpassa och efterlikna sin kommunikation för att attrahera denna nya grupp av arbetstagare. Genom en kvalitativ och kvantitativ innehållsanalys analyserades totalt 143 LinkedIn-inlägg för att få en djupare förståelse för vad de topp tio organisationerna kommunicerade ut externt kring deras employer branding. Det vi upptäckte var att de flesta av organisationerna fokuserade på värdeerbjudandet Organisation, vilket inte föll i linje med Generation Z:s behov utan även att organisationerna
också kommunicerade ut Kultur vilket i hög grad gjorde det. (Less) - Abstract
- Within today's labor market it has become increasingly difficult for organizations to attract and keep competent and valuable employees. Because of this organizations have started to focus on their employer branding in order to communicate what they offer employees. Simultaneously a new generation has started to enter the labor market. With this in mind the aim of this study is to
contribute to a greater understanding of which employee value propositions the top ten organizations to work for according to Generation Z communicates externally on LinkedIn. The reasoning behind this group being the focus is that relatively few studies have been conducted and therefore, an interest in gaining a deeper understanding into how these ten... (More) - Within today's labor market it has become increasingly difficult for organizations to attract and keep competent and valuable employees. Because of this organizations have started to focus on their employer branding in order to communicate what they offer employees. Simultaneously a new generation has started to enter the labor market. With this in mind the aim of this study is to
contribute to a greater understanding of which employee value propositions the top ten organizations to work for according to Generation Z communicates externally on LinkedIn. The reasoning behind this group being the focus is that relatively few studies have been conducted and therefore, an interest in gaining a deeper understanding into how these ten organizations communicate their employer branding and how it reflects the groups needs. In this notion, we
aim to apply the knowledge on other aspects but also for other organizations to adjust and emulate their communication to attract this new group of employees. Through a qualitative and quantitative content analysis a total of 143 LinkedIn posts was analyzed in order to gain a deeper understanding of what the Top 10 organizations communicated externally based around their employer branding. What we discovered was that most of the organizations focused on the Employer value proposition Organization, which did not fall in line with Generation Z's needs
but that the organizations also communicated Culture which very much did. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9082283
- author
- Kardas, Rezan LU and Harild Jespersen, Signe
- supervisor
- organization
- alternative title
- En innehållsanalys av topp tio företags medarbetarlöften
- course
- SKDK11 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- Generation Z, Employer branding, Värdeerbjudande, LinkedIn, Employer value propositions, Social media.
- language
- Swedish
- id
- 9082283
- date added to LUP
- 2022-06-01 16:12:41
- date last changed
- 2022-06-01 16:12:41
@misc{9082283,
abstract = {{Within today's labor market it has become increasingly difficult for organizations to attract and keep competent and valuable employees. Because of this organizations have started to focus on their employer branding in order to communicate what they offer employees. Simultaneously a new generation has started to enter the labor market. With this in mind the aim of this study is to
contribute to a greater understanding of which employee value propositions the top ten organizations to work for according to Generation Z communicates externally on LinkedIn. The reasoning behind this group being the focus is that relatively few studies have been conducted and therefore, an interest in gaining a deeper understanding into how these ten organizations communicate their employer branding and how it reflects the groups needs. In this notion, we
aim to apply the knowledge on other aspects but also for other organizations to adjust and emulate their communication to attract this new group of employees. Through a qualitative and quantitative content analysis a total of 143 LinkedIn posts was analyzed in order to gain a deeper understanding of what the Top 10 organizations communicated externally based around their employer branding. What we discovered was that most of the organizations focused on the Employer value proposition Organization, which did not fall in line with Generation Z's needs
but that the organizations also communicated Culture which very much did.}},
author = {{Kardas, Rezan and Harild Jespersen, Signe}},
language = {{swe}},
note = {{Student Paper}},
title = {{Employer branding – Hur kan företag attrahera och rekrytera personal på LinkedIn?}},
year = {{2022}},
}