As technology evolves, companies face both new opportunities and challenges in staying competitive. Traditionally, businesses focused on branding related to their products or services. But nowadays, having a skilled and dedicated workforce is seen as the key competitive advantage—a concept known as employer branding. Employer branding is about how a company is perceived as an employer, not just by consumers but also by potential employees. It involves both external communication, like advertising, and internal activities within the organization to build its reputation as an employer.

This study focuses specifically on how large Swedish companies use internal employer branding to attract, engage, and retain employees. It uses a qualitative research approach, comparing three well-known Swedish companies: IKEA, Volvo, and Spotify.The study finds that the internal employer branding process revolves around five main factors: leadership vision, organizational identity, corporate culture, HR-marketing communication, and the company's efforts to define its value proposition for employees. It also highlights the importance of management innovation and transparent, inclusive leadership styles. On a practical level, the study enhances comprehension of how employers can effectively attract prospective employees, and engage, and retain employees.