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Vägen till lojala medarbetare: En kvantitativ studie om intern employer branding
Södertörn University, School of Social Sciences, Sociology.
Södertörn University, School of Social Sciences, Sociology.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to investigate the attitudes towards the employer brand of an individualcompany from an employee perspective. By applying the Employer Attractiveness scale(EmpAt) (Berthon et al. 2005), it is investigated how the employees perception ofattractiveness of the employer varies depending on selected demographic components.Furthermore, the purpose is to establish whether a statistically significant relationship existsbetween employees loyalty and perception of the employer attractiveness. A quantitativeresearch method in terms of an online survey is used when collecting the data of the study,which is later analyzed using the statistical computer program SPSS. The results indicate thatthere are no significant demographic differences regarding the perceived attractiveness of theemployer. A strong positive correlation has been identified between the attractiveness of thestudied company and its employees loyalty. The results of the study are only applicable to theparticipating population, and cannot be generalized to a different population than the studyparticipatory.

Abstract [sv]

Denna studie syftar till att undersöka medarbetares attityder gentemot ett enskilt företagsemployer brand. Genom tillämpning av Employer Attractiveness-skalan (EmpAt) (Berthon etal. 2005) studeras hur medarbetarnas uppfattning av attraktiviteten hos arbetsgivaren varierarberoende på utvalda demografiska komponenter. Vidare är syftet att ta reda på huruvida ettstatistiskt signifikant samband existerar mellan medarbetarnas lojalitet och medarbetarnasuppfattning om arbetsgivarens attraktivitet. En kvantitativ forskningsmetod i form av endigital enkätundersökning tillämpas vid insamling av studiens datamaterial, vilket analyserasi det statistiska dataprogrammet SPSS. Resultaten visar att det inte råder några signifikantademografiska skillnader vad gäller den upplevda attraktiviteten hos arbetsgivaren. Ett starktpositivt samband har identifierats mellan det undersökta företagets attraktivitetsvärde ochdess medarbetares lojalitet. Studiens resultat är endast applicerbara för den deltagandepopulationen, och kan inte generaliseras till en annan population än den i studien deltagande.

Place, publisher, year, edition, pages
2018. , p. 45
Keywords [en]
Attractive employer, employer brand, employer branding, EmpAt scale, loyalty, Social Identity Theory
Keywords [sv]
Attraktiv arbetsgivare, EmpAt-skalan, employer brand, employer branding, lojalitet, Social Identity Theory
National Category
Sociology (excluding Social Work, Social Psychology and Social Anthropology)
Identifiers
URN: urn:nbn:se:sh:diva-37384OAI: oai:DiVA.org:sh-37384DiVA, id: diva2:1281800
Subject / course
Sociologi
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2019-01-23 Created: 2019-01-23 Last updated: 2019-01-23Bibliographically 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
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf