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Employer Branding - "Kriget om talangerna": En studie om ett IT-konsultföretags Employer Brand gentemot dess rekryteringsmålgrupp
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The internal marketing concept speciefies that an organization's employees is its first market. The demands on companies to meet employee needs increases with the skills and knowledge employees possess, which acts as a competitive advantage. The internal marketing terms "Employer Branding" and "Employer Attractiveness" are still considered to be underdeveloped. Employer Branding refers to the process of marketing that companies use to target desired employees and retain current employees. To find and attract the right work force effectively, companies are required to have a strong Employer Brand. The IT consulting industry shows that job seekers have more power than employers, which creates a intense competition for labor. The aim of this study is to examine how employees at an IT consulting firm perceive the organization's Employer Brand along with what the company's recruitment target market is seeking in a potential employer. Based on a theoretical model; Employer Brand Predictive Model and with the help of two empirical studies, research can demonstrate whether or not the IT consulting firm’s existing Employer Brand is considered to be compatible against recruitment target market’s conditions. The study shows empirical indications that the IT consulting firm’s lacks external brand awareness and absence of a clear strategic aim for selecting the appropriate recruitment target market.

Abstract [sv]

Det interna marknadsföringskonceptet anger att en organisations anställda är deras första marknad. Kraven på företag att uppfylla anställdas behov ökar i och med den kompetens och kunskap de besitter vilket utgör en konkurrensfördel. Inom intern marknadsföring är begreppen ”Employer Branding" och "arbetsgivarens attraktionskraft" fortfarande underutvecklade. Employer Branding hänvisar till den process av marknadsföring som företag använder sig av för att attrahera en önskad målgrupp och behålla personal. För att hitta och attrahera rätt personal krävs det att företagen har ett starkt Employer Brand. IT-konsultbranschen visar på att arbetssökande har mer makt än arbetsgivare, vilket skapar en tydlig konkurrens om arbetskraft. Denna studie undersöker hur medarbetarna på ett IT-konsultföretag uppfattar organisationens Employer Brand samt vad företagets rekryteringsmålgrupp söker hos en potentiell arbetsgivare. Utifrån en teoretisk modell; Employer Brand Predictive Model och med hjälp av två empiriska undersökningar kan studien påvisa om IT-konsultföretagets existerande Employer Brand anses vara homogen gentemot rekryteringsmålgruppens villkor. Studien visar empiriska bevis på IT-konsultföretagets brist av extern varumärkeskännedom samt avsaknad av en tydlig strategisk avgränsning för val av rekryteringsmålgrupp. 

Place, publisher, year, edition, pages
2016. , 34 p.
Keyword [en]
Employer Brand, Employer Branding, Employee Value Proposition, Internal Branding, HR-Marketing, Employer Attractiveness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-31987OAI: oai:DiVA.org:sh-31987DiVA: diva2:1072631
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2017-02-09 Created: 2017-02-08 Last updated: 2017-02-09Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
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  • Other locale
More languages
Output format
  • html
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