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The Shift Towards Flexible Workplaces

Svanberg, Fabian LU and Simonsson, Henrik LU (2022) SKDK11 20221
Department of Strategic Communication
Abstract (Swedish)
Den här studien ämnar att undersöka relationen mellan ett varumärkes attraktionskraft och ett
arbetsgivarvarumärkes individuella dimensioner - specifikt gällande möjligheten för potentiella
arbetstagare att arbeta flexibelt; helt, eller delvis på distans. Covid-19 har dramatiskt förändrat
människors liv världen över, därför är målet att observera hur den här ändringen har påverkat
hur studenter ser enskilda dimensioner av arbetsgivarvarumärkning som attraktiva, specifikt
gällande balans i arbetslivet i relation till flexibla arbetssätt på distans. Detta mäts genom en
enkätstudie som använder en arbetsgivarvarumärkningsskala med fem objekt för våra
oberoende variabler, och varumärkesattraktivitet som vår beroende variabel. Resultaten... (More)
Den här studien ämnar att undersöka relationen mellan ett varumärkes attraktionskraft och ett
arbetsgivarvarumärkes individuella dimensioner - specifikt gällande möjligheten för potentiella
arbetstagare att arbeta flexibelt; helt, eller delvis på distans. Covid-19 har dramatiskt förändrat
människors liv världen över, därför är målet att observera hur den här ändringen har påverkat
hur studenter ser enskilda dimensioner av arbetsgivarvarumärkning som attraktiva, specifikt
gällande balans i arbetslivet i relation till flexibla arbetssätt på distans. Detta mäts genom en
enkätstudie som använder en arbetsgivarvarumärkningsskala med fem objekt för våra
oberoende variabler, och varumärkesattraktivitet som vår beroende variabel. Resultaten
analyserades genom multipel regressionsanalys för att undersöka individuella
arbetsgivarvarumärkesattributers påverkan av ett varumärkes attraktivitet. Resultaten visade att
vår oberoende variabel - Compensation and Benefits - var det enda objektet som tydligt
påverkade ett varumärkes attraktionskraft. Resultatet från vårt urval visade att instrumentella
attributer hade mer påverkan på ett varumärkes attraktionskraft än symboliska attributer. Vi
kunde därför dra slutsatsen att attityder gällande ett arbetsgivarvarumärke har ändrats, och att
möjligheten att arbeta på distans har blivit mindre prioriterad. Studiens resultat bidrar till fältet
Strategisk Kommunikation genom att belysa olika organisatoriska attributer som kan vara av
intresse när man utför externt kommunikationsarbete. (Less)
Abstract
The purpose of this study is to investigate the relationship between brand attractiveness determined by the individual dimensions of an employer brand, with a specific focus on the effect caused by the prospect of remote work opportunities among potential employees. The recent pandemic has changed the everyday life of people throughout the world. Therefore, our aim is to examine if this change in everyday life has had any effect on how students consider
different attributes of employer branding as attractive, particularly aspects of work-life balance pertaining to remote and flexible working. This has been measured using a survey study, which used an employer brand scale with five constructs as our independent variables, and brand... (More)
The purpose of this study is to investigate the relationship between brand attractiveness determined by the individual dimensions of an employer brand, with a specific focus on the effect caused by the prospect of remote work opportunities among potential employees. The recent pandemic has changed the everyday life of people throughout the world. Therefore, our aim is to examine if this change in everyday life has had any effect on how students consider
different attributes of employer branding as attractive, particularly aspects of work-life balance pertaining to remote and flexible working. This has been measured using a survey study, which used an employer brand scale with five constructs as our independent variables, and brand attractiveness as our dependent variable. The results were then analyzed using a multiple
regression analysis to investigate the influence the different employer brand attributes had on
brand attractiveness. The results show that our independent variable Compensation and
Benefits was the only construct which had an influence on Brand Attractiveness. The data of
our sample revealed that the instrumental attributes had more influence on the brand
attractiveness than the symbolic attributes. We could therefore conclude that the attitudes
regarding the employer brand attributes had changed, where remote work became less
prioritized. The findings contributed to the research field of strategic communication by
highlighting different organizational attributes that can be of interest when performing external
communications practices. (Less)
Please use this url to cite or link to this publication:
author
Svanberg, Fabian LU and Simonsson, Henrik LU
supervisor
organization
course
SKDK11 20221
year
type
M2 - Bachelor Degree
subject
keywords
Remote work, university students, brand attractiveness, work-life balance, employer branding, multiple regression analysis
language
English
id
9082724
date added to LUP
2022-06-10 11:04:47
date last changed
2022-06-10 11:05:51
@misc{9082724,
  abstract     = {{The purpose of this study is to investigate the relationship between brand attractiveness determined by the individual dimensions of an employer brand, with a specific focus on the effect caused by the prospect of remote work opportunities among potential employees. The recent pandemic has changed the everyday life of people throughout the world. Therefore, our aim is to examine if this change in everyday life has had any effect on how students consider
different attributes of employer branding as attractive, particularly aspects of work-life balance pertaining to remote and flexible working. This has been measured using a survey study, which used an employer brand scale with five constructs as our independent variables, and brand attractiveness as our dependent variable. The results were then analyzed using a multiple
regression analysis to investigate the influence the different employer brand attributes had on
brand attractiveness. The results show that our independent variable Compensation and
Benefits was the only construct which had an influence on Brand Attractiveness. The data of
our sample revealed that the instrumental attributes had more influence on the brand
attractiveness than the symbolic attributes. We could therefore conclude that the attitudes
regarding the employer brand attributes had changed, where remote work became less
prioritized. The findings contributed to the research field of strategic communication by
highlighting different organizational attributes that can be of interest when performing external
communications practices.}},
  author       = {{Svanberg, Fabian and Simonsson, Henrik}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Shift Towards Flexible Workplaces}},
  year         = {{2022}},
}