Exploring how employer branding and employee engagement interact: A case study in two organizations with different employer brand success
(2024) MGTN59 20241Department of Business Administration
- Abstract
- Employee engagement and employer branding are highly relevant in today's labor market, where employers no longer hold all the cards, but the employees assert their demands as well. Furthermore, there is a scarcity in research exploring the interaction between employee engagement and employer branding. This study investigates through a case study how employee engagement and employer branding interact in two organizations, by utilizing both quantitative- and qualitative data. The organizations participating are Axis Communication with a strong employer brand, and a municipality with a weak employer brand.
The engagement levels and eNPS scores were measured based on 3079 survey responses of secondary data from both organizations, and 12... (More) - Employee engagement and employer branding are highly relevant in today's labor market, where employers no longer hold all the cards, but the employees assert their demands as well. Furthermore, there is a scarcity in research exploring the interaction between employee engagement and employer branding. This study investigates through a case study how employee engagement and employer branding interact in two organizations, by utilizing both quantitative- and qualitative data. The organizations participating are Axis Communication with a strong employer brand, and a municipality with a weak employer brand.
The engagement levels and eNPS scores were measured based on 3079 survey responses of secondary data from both organizations, and 12 interviews were conducted to gain deeper insights behind the quantitative results. Data revealed that the organizations had a surprisingly small difference in the level of engagement compared to their big difference in the eNPS score. Data showed that employees in the organization with a weak brand were engaged due to the meaningful nature of their work in the public sector as a municipality, but not specifically to the organization as an employer, since their energy derived from the impact their job had on society. Furthermore, their low eNPS indicated weak loyalty toward the organization as an employer. Axis with a strong brand, clearly fostered engagement through various strategies which resulted in high engagement towards the organization, evidenced by a high eNPS score reflecting employee loyalty and positive word of mouth. A positive loop was identified, where the high engagement and eNPS further strengthened their employer brand since employees felt proud to be part of an attractive company, becoming even more engaged.
The examination of employer branding and employee engagement within the organizations reveals an interaction between the concepts. However, no linear relationship was found in the interaction. Even though similar levels of engagement were identified, one organization’s brand is boosted by this, while the other organization is still facing branding and recruitment challenges. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162999
- author
- Fredin, Alice LU and Hultén, Marina LU
- supervisor
- organization
- course
- MGTN59 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Employee engagement, Employer branding, Work-fit, Work-life balance, Meaningful work, Meaningfulness, Engagement
- language
- English
- id
- 9162999
- date added to LUP
- 2024-06-24 12:46:27
- date last changed
- 2024-06-24 12:46:27
@misc{9162999,
abstract = {{Employee engagement and employer branding are highly relevant in today's labor market, where employers no longer hold all the cards, but the employees assert their demands as well. Furthermore, there is a scarcity in research exploring the interaction between employee engagement and employer branding. This study investigates through a case study how employee engagement and employer branding interact in two organizations, by utilizing both quantitative- and qualitative data. The organizations participating are Axis Communication with a strong employer brand, and a municipality with a weak employer brand.
The engagement levels and eNPS scores were measured based on 3079 survey responses of secondary data from both organizations, and 12 interviews were conducted to gain deeper insights behind the quantitative results. Data revealed that the organizations had a surprisingly small difference in the level of engagement compared to their big difference in the eNPS score. Data showed that employees in the organization with a weak brand were engaged due to the meaningful nature of their work in the public sector as a municipality, but not specifically to the organization as an employer, since their energy derived from the impact their job had on society. Furthermore, their low eNPS indicated weak loyalty toward the organization as an employer. Axis with a strong brand, clearly fostered engagement through various strategies which resulted in high engagement towards the organization, evidenced by a high eNPS score reflecting employee loyalty and positive word of mouth. A positive loop was identified, where the high engagement and eNPS further strengthened their employer brand since employees felt proud to be part of an attractive company, becoming even more engaged.
The examination of employer branding and employee engagement within the organizations reveals an interaction between the concepts. However, no linear relationship was found in the interaction. Even though similar levels of engagement were identified, one organization’s brand is boosted by this, while the other organization is still facing branding and recruitment challenges.}},
author = {{Fredin, Alice and Hultén, Marina}},
language = {{eng}},
note = {{Student Paper}},
title = {{Exploring how employer branding and employee engagement interact: A case study in two organizations with different employer brand success}},
year = {{2024}},
}