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När trygghet blir strategi - Företagens svar på den nya generationen

Almkvist, Agnes LU and Henley, Liv (2025) SKDK11 20251
Department of Strategic Communication
Abstract (Swedish)
In a climate of crisis and uncertainty, security has become a key value for Generation Z. This study explores how security is communicated in employer branding targeting young adults. Based on semi-structured interviews with ten communications professionals in the private sector, and using narrative theory and Maslow's hierarchy of needs, the analysis shows that security is rarely conveyed explicitly but often emerges through employee stories. A gap exists between what young people seek and what companies communicate. Employer branding is often low-priority, especially in smaller firms, limiting alignment with audience needs. The study suggests that security can be a distinct and credible value, but requires a more intentional... (More)
In a climate of crisis and uncertainty, security has become a key value for Generation Z. This study explores how security is communicated in employer branding targeting young adults. Based on semi-structured interviews with ten communications professionals in the private sector, and using narrative theory and Maslow's hierarchy of needs, the analysis shows that security is rarely conveyed explicitly but often emerges through employee stories. A gap exists between what young people seek and what companies communicate. Employer branding is often low-priority, especially in smaller firms, limiting alignment with audience needs. The study suggests that security can be a distinct and credible value, but requires a more intentional communication strategy than many companies currently employ. The study contributes new insights into the role of security as an undercommunicated yet strategically valuable element in employer branding. (Less)
Please use this url to cite or link to this publication:
author
Almkvist, Agnes LU and Henley, Liv
supervisor
organization
course
SKDK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
Employer Branding, Security, Employer Value Proposition, Corporate Branding, Generation Z, Narrative Theory, Strategic Communication, Maslow's Hierarchy of Needs
language
Swedish
id
9193808
date added to LUP
2025-06-30 11:19:38
date last changed
2025-06-30 11:19:38
@misc{9193808,
  abstract     = {{In a climate of crisis and uncertainty, security has become a key value for Generation Z. This study explores how security is communicated in employer branding targeting young adults. Based on semi-structured interviews with ten communications professionals in the private sector, and using narrative theory and Maslow's hierarchy of needs, the analysis shows that security is rarely conveyed explicitly but often emerges through employee stories. A gap exists between what young people seek and what companies communicate. Employer branding is often low-priority, especially in smaller firms, limiting alignment with audience needs. The study suggests that security can be a distinct and credible value, but requires a more intentional communication strategy than many companies currently employ. The study contributes new insights into the role of security as an undercommunicated yet strategically valuable element in employer branding.}},
  author       = {{Almkvist, Agnes and Henley, Liv}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{När trygghet blir strategi - Företagens svar på den nya generationen}},
  year         = {{2025}},
}