Made available in DSpace on 2016-08-03T12:31:10Z (GMT). No. of bitstreams: 1 Carina Rufino.pdf: 844063 bytes, checksum: 6086c7dbebd2373d2d55f20f7fc689c1 (MD5) Previous issue date: 2010-04-07 / Esta pesquisa tem o objetivo de compreender as dimensões envolvidas no processo de comunicação das organizações com atuação internacional. É um estudo de cunho qualitativo, constituído por uma pesquisa bibliográfica, onde se identificam diferentes perspectivas teóricas que contribuem para a análise e compreensão das dimensões envolvidas no processo de comunicação internacional das organizações, e de uma pesquisa empírica, de cunho exploratório, junto a quatro executivos de comunicação brasileiros, cuja técnica de coleta de dados foi a entrevista semi-estruturada. Ainda que os resultados alcançados não permitam generalizações, algumas lições importantes são extraídas, entre elas, a necessidade da compreensão da profunda articulação entre os conceitos de comunicação e cultura e sua decorrente influência para o processo de construção de significados; e a forte emergência das questões de identidade, imagem e reputação em ambiente internacional. O número de empresas brasileiras que se lançam em um processo de expansão internacional vem crescendo ano a ano. Contudo, é um assunto que ainda recebe pouca atenção de pesquisas acadêmicas no campo da comunicação organizacional. Espera-se que esta pesquisa contribua para reduzir essa lacuna ao identificar alguns dos desafios de comunicação presentes em empresas com atuação internacional.(AU)

[pt] Com a crise fiscal dos anos 1980, o Estado brasileiro, revendo sua atuação, renunciou ao setor de telecomunicações por meio de um processo de privatização. Isso despertou um aumento de competitividade e uma necessidade de reestruturação do segmento, no que diz respeito a empresas, estratégias, estruturas, modelos de atuação, processos e identidades. Requereu-se maior necessidade de adaptação, enfocando-se a mudança. Com base nisso, este estudo tem como objetivo analisar os processos de identificação dos indivíduos em ambientes de mudança organizacional em uma empresa de prestação de serviços em telecomunicações, a partir de uma perspectiva qualitativa, interpretativista. Como metodologia, foram utilizadas entrevistas em profundidade, cuja amostra foi composta por treze indivíduos que atuaram ou estão atuando numa das maiores empresas do ramo no país. No escopo deste trabalho, entendem-se a identidade organizacional, sob a perspectiva de Schultz e Corley (2000), como um fenômeno em permanente construção, provendo a organização de uma melhor capacidade de adaptação às mudanças e às novas demandas, e os processos de identificação, na perspectiva de Ashforth, Harrison e Corley (2008) também como fluxo, algo continuado, cujos principais atributos estariam nos componentes centrais da identidade, seguidos pelos conteúdos e pelo comportamento da identidade. Como resultados, foram encontradas duas identidades organizacionais concomitantemente, uma de perspectiva mais interna e uma de perspectiva mais externa, e seis categorias, caracterizando os processos de identificação, implicando em baixa de eficiência e produtividade, em função da perda de conhecimento, ocasionada por desengajamento e descomprometimento. / [en] The 1980s Brazilian fiscal crisis led the state to review its role at some economy sectors, telecommunications among them, resulting in its privatization process. Bringing a competitiveness increase and the need to restructure the segment, impacting companies strategies, structures, performance models, processes and identities, requiring a great need for adaptation and focusing on change. In this context, this study aims to analyze the processes of identifying in organizational change environments, in a telecommunications service provider, from a qualitative, interpretative perspective and used in-depth interviews as methodology, its sample is composed of thirteen individuals who worked or who are working in one of the largest companies of this segment, member of an European multinational group, operating throughout national territory. In the scope of this work, the organizational identity is understood, from the perspective of Schultz and Corley (2000), as permanent under construction phenomenon, providing the organization with a better capacity to adapt to changes and new demands; and the identification processes, from Ashforth, Harrison and Corley (2008) perspective, also as a flow, something continuous, where the main attributes for this process would be in the central components of identity, followed by the contents and behaviors of identity. As a result, two organizational identities were found, one of internal and one external focus, concomitantly, in addition to six categories, characterizing the processes of identification.

This is a study about a company in Norrköping, called Stadium AB, and its first steps into the global market. We have studied how the conditions of the company have changed during their expansion. This study is not written from the viewpoint of business economics, it is rather a study from a cultural and social studies perspective. The study deals with subjects such as the globalization of society, organizational theories and leadership. The empiric material consists of Stadium’s staff magazine Tracks, the company’s swedish homepage on the Internet and an interview with Sussi Calås-Jonsson, Chief of the Department of Information at Stadium AB. A primary conclusion is that companies like Stadium have to adjust themselves to the demands of the customers. Stadium has chosen to create a “Code of Conduct”, which indicates the company’s standpoint when it comes to environmental issues. It also indicates that fur is no longer used in the company’s products. Another conclusion is that the companies on the global market should be aware of the fact that their outgoing information can be interpreted different in different parts of the World. / Uppsatsen handlar om ett företag i Norrköping, som heter Stadium AB, och dess väg ut på den globala marknaden. Vi har studerat hur företagets förutsättningar har förändrats i takt med deras expansion. Då uppsatser av detta slag oftast skrivits ur ett företagsekonomiskt perspektiv, har vi valt att belysa våra frågeställningar ur ett kultur- och samhällsperspektiv. Viktiga begrepp som tas upp i uppsatsen är globalisering, organisationsteori och ledarskap. Det empiriska materialet består av Stadiums personaltidning Tracks, företagets svenska hemsida på Internet samt en intervju med Sussi Calås-Jonsson, informationschef på Stadium AB. En viktig slutsats är att företag som Stadium är/blir tvungna att anpassa sig efter kundernas krav. Stadium har valt att skapa en ”Code of Conduct”, som innebär att företaget tar ställning för miljön och att de inte använder päls i sina produkter. En annan viktig slutsats är att företagen på den globala marknaden bör vara medvetna om att information som skickas ut kan uppfattas olika i olika delar av världen.

O setor cosmético brasileiro gerou mais de 5,6 milhões de oportunidades de trabalho por todo o Brasil e faturou US$ 43 bilhões em vendas ao consumidor no ano 2013. Além disso, os cuidados cosméticos, especialmente aqueles destinados à pele, promovem o bem-estar e uma melhor qualidade de vida entre os usuários, oferecendo benefícios psicossociais e também para a saúde, como a proteção solar. No Brasil, a maioria das empresas no setor cosmético é de micro, pequeno ou médio porte, com capacidade inovadora baixa e investimentos em pesquisa e desenvolvimento incipientes, de modo que seu posicionamento futuro é bastante incerto diante da alta competitividade. Neste trabalho, buscou-se produzir material científico destinado a orientar os empreendedores e gestores das micro, pequenas e médias empresas (MPMEs) brasileiras do segmento de cuidados com a pele a traçar suas estratégias de diferenciação tecnológica, frente aos concorrentes de grande porte, até o ano 2025. A pesquisa, predominantemente qualitativa e preditiva, foi fundamentada na metodologia dos estudos prospectivos e foi estruturada nas seis fases seguintes: A) análise do macroambiente do setor cosmético de cuidados com a pele; B) identificação das oportunidades de inovação tecnológica em cuidados com a pele; C) análise de pedidos de patente relacionados aos cuidados com a pele no Brasil; D) identificação das tecnologias-chave para os cuidados com a pele até o ano 2025; E) desenvolvimento de cenários tecnológicos para as MPMEs do segmento de cuidados com a pele com projeções até o ano 2025 e F) proposição de um método de desenvolvimento de cenários orientados pela identidade organizacional para empresas com gestão centralizada no empreendedor. A fase A elucidou a dinâmica do setor cosmético brasileiro de cuidados com a pele, identificando convergências entre diferentes indústrias de bens de consumo. As fases B e C resultaram na elaboração de um novo sistema de classificação composto por dez categorias de oportunidades de inovação tecnológica em produtos para os cuidados com a pele, o qual foi útil para identificar as oportunidades tecnológicas mais exploradas pelo setor. Na fase D, evidenciaram-se sete grupos tecnológicos de maior potencial de mercado e de maior viabilidade tecnológica para o segmento de cuidados com a pele no Brasil, até o ano 2025. A fase E resultou em quatro cenários prospectivos para o desenvolvimento e diferenciação tecnológica das MPMEs cosméticas brasileiras, a citar: \'Cosméticos am-pm\'; \'Selo verde e amarelo\'; \'Beleza para os durões\' e \'Cabeça nas nuvens\'. Enfim, na fase F, propôs-se um método inédito de construção de cenários prospectivos orientados pela identidade organizacional, adaptado às empresas com poucos colaboradores. Este estudo fornece projeções e inspirações que podem orientar as MPMEs cosméticas no Brasil a definir visões de futuro e estratégias tecnológicas que possibilitem sua diferenciação frente aos grandes concorrentes, bem como a afirmação da identidade que desejam disseminar. / The Brazilian cosmetic industry generated over 5.6 million job opportunities throughout the country and raised US$ 43 billion in sales to consumer in 2013. Moreover, cosmetic cares, especially skin care, promote well-being and a better quality of life among users, offering both psychosocial and health benefits (like sun protection). In Brazil, most of the companies in the cosmetic business are entrepreneurial, small or medium-sized enterprises with low innovative capacity and deficient investments in research and development. Therefore, the future of those companies is highly uncertain due to fierce competition. In this work, we intended to produce scientific material for guiding entrepreneurs and managers in entrepreneurial, small and medium-sized companies (ESMEs) of the Brazilian skin care industry when drawing their technological distinction strategies towards largesized competitors up to the year 2025. Predominantly qualitative and predictive, this research was based in the future studies methodology and organized in the following six phases: A) environmental scanning of the skin care cosmetic industry; B) identification of the technological opportunities for innovation in skin care; C) analysis of skin care-related patent documents filled in Brazil; D) identification of key technologies for skin care up to the year 2025; E) development of technological scenarios for the skin care ESMEs up to the year 2025 and F) proposal of a method to develop identity-oriented scenarios for organizations with entrepreneur-centered management. Phase A pointed the dynamics of the Brazilian skin care cosmetic industry, showing some convergence among different consumer goods industries. Phases B and C resulted in a novel ten-category classification system for technological opportunities to innovate in skin care products, useful to detect the most explored technological opportunities in this industry. Phase D presented seven technological groups of high potential market volume and high technological feasibility in the Brazilian skin care industry, up to the year 2025. Phase E allowed us to produce four prospective scenarios related to technological development and distinction in the Brazilian cosmetic ESMEs, that is, \'Am-Pm Cosmetics\'; Green and Yellow Seal\'; \'Beauty for Tough Guys\' and \'Head in the Clouds\'. Finally, in Phase F, we proposed a novel method to develop identity-oriented prospective scenarios adapted to companies with few members in the staff. This study provides foresight and inspiration that may guide Brazilian cosmetic ESMEs to establish their future vision and technological strategies in order to become distinct towards large-sized competitors, as well as to affirm and circulate their desired identity.

Esta dissertação de mestrado busca apresentar o tripé pequena empresa no Brasil no contexto da identidade organizacional e identidade cultural brasileira, cuja motivação foi considerar que a pequena empresa é de extrema importância para a constituição da sociedade, pois gera emprego e renda, especialmente fora dos grandes centros urbanos. A identidade e imagem organizacional são alavancadores de seu sucesso comercial e todos estes elementos estão intrinsecamente relacionados com o contexto cultural brasileiro. Esta dissertação divide-se em arcabouço teórico, em que se pesquisaram, através de levantamento bibliográfico, os temas empreendedorismo, pequena empresa, plano de negócio, marketing, comunicação organizacional, identidade e imagem organizacional, memória organizacional, mito da formação do Brasil e características identitárias brasileiras. Na segunda parte apresentam-se as análises dos estudos de casos, acompanhadas pelas entrevistas com duas pequenas empresas, uma do ramo industrial, a outra uma prestadora de serviços. Nas considerações finais constatam-se os resultados deste trabalho, em que se confirma a presença de características identitárias brasileiras na gestão e na comunicação das pequenas empresas. / This dissertation aims to present the tripod small company in Brazil in the context of organizational identity and Brazilian cultural identity, whose motivation was to consider that the small business is of utmost importance for the constitution of society, because it generates jobs and income, particularly outside major urban centers. A positive organizational identity and image are leveraging its commercial success and all these elements are intrinsically related to the Brazilian cultural context. This dissertation is divided into theoretical, which investigated, through literature, the themes entrepreneurship, small business, business plan, marketing, organizational communication, organizational image and identity, organizational memory, myth of the formation of Brazil and features Brazilian identity. The second part presents the analysis of case studies, accompanied by interviews with two small companies, an industrial branch, the other a service provider. The final remarks note the results of this study, which confirms the presence of Brazilian identity characteristics in the management and communication of small businesses.

Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-09-08T14:02:20Z No. of bitstreams: 1 iaramarquesdonascimento.pdf: 1878275 bytes, checksum: 03d9a85935e82490d257ad7a17cb5672 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-10-04T12:28:36Z (GMT) No. of bitstreams: 1 iaramarquesdonascimento.pdf: 1878275 bytes, checksum: 03d9a85935e82490d257ad7a17cb5672 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-10-04T12:28:44Z (GMT) No. of bitstreams: 1 iaramarquesdonascimento.pdf: 1878275 bytes, checksum: 03d9a85935e82490d257ad7a17cb5672 (MD5) / Made available in DSpace on 2016-10-04T12:28:45Z (GMT). No. of bitstreams: 1 iaramarquesdonascimento.pdf: 1878275 bytes, checksum: 03d9a85935e82490d257ad7a17cb5672 (MD5) Previous issue date: 2011-03-25 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / A proposta da dissertação é compreender a importância da comunicação interna nos processos de construção e reconstrução de sentidos e significados adequados as necessidades das organizações, levando em consideração os objetivos estratégicos da mesma. Observa-se a pertinência da hipótese de que a comunicação interna é capaz de colocar em circulação e articular sentidos que fomentam a realidade organizacional. Este processo é observado a partir da percepção dos funcionários da Viação Progresso em relação à construção da identidade organizacional. Parte-se do pressuposto teórico de que os processos comunicacionais constituem-se por meio de relacionamentos e interações, sendo percebidos enquanto fenômenos simbólicos e discursivos. Neste sentido, trabalha-se com o interacionismo simbólico, o construtivismo e o pensamento complexo, e leva-se em conta elementos como participação e cultura organizacional para a articulação dos processos. No percurso, são destacadas as redes formais de comunicação, com as interações face a face, e as redes informais, com as redes sociais de comunicação informal, mais especificamente a rádio peão. Por meio das metodologias de análise de conteúdo e da utilização de pressupostos da análise de discurso e texto, busca-se compreender a percepção dos funcionários sobre a comunicação interna e elabora-se uma possibilidade de leitura da mesma enquanto processo relacional e discursivo. / The purpose of this dissertation is to understand the importance of internal communication in the processes of construction and reconstruction of meanings appropriate to the needs of organizations, taking into account the strategic objectives of same. It is observed the relevance of the hypothesis that internal communication is able to put into circulation and articulate meanings that promotes the organizational reality. This process is seen from the perception of employees Viação Progresso relating to the construction of organizational identity. It started from the theoretical assumption that communication processes are constituted through relationships and interactions, and perceived as symbolic and discursive phenomena. In this sense, it works with symbolic interactionism, constructivism and complex thought, and takes into account factors such as participation and organizational culture to articulate the processes. On the way, is highlighted the formal networks of communication, with face to face interactions, and informal networks, with social networks of informal communication, specifically the rádio peão. Through the methodologies of content analysis and use of assumptions of discourse analysis and text, seeks to understand the perception of employees on the internal communication and prepare a chance to read the same process as relational and discursive.

The paper deals with organizational identity in relation to organizational strategy. Based on the reserch questionnaire, the values inventory and the interview it was found that the strategy of the organization Lesostavby Třeboň, a. s. is in accordance with organizational identity further external identity orientation is coincident with internal identity orientation and this orientation is perceived by managers and technical-economic workers in the same way. The information obtained was summarized in tables and bar graphs, including the resulting recommendations for the company Lesostavby Třeboň, a. s.

Bakgrund: Sammanslagningar är vanligt förekommande och görs bland annat av ekonomiska skäl. Det är vanligt att sammanslagningar inte ger önskat resultat och skapar sämre moral och arbetskultur. Den mänskliga faktorn och organisationskulturen förbises då fokus ofta ligger på ekonomi. Kulturella skillnader är en stor utmaning vid sammanslagningar och inverkar stort på sammanslagningens resultat. Kulturer som är samstämmiga ökar chanserna att medlemmarna i organisationerna eller enheterna är mer positiva och bidrar till att göra sammanslagningen lyckad. Människors sociala identitet spelar in för hur en individ känner samhörighet och tillhörighet till en organisation eller enhet. Syfte: Studiens syfte är att undersöka och beskriva hur organisationskultur inverkar vid sammanslagningar genom att undersöka artefakters betydelse. Studien ämnar göras utifrån aspekten organisationskultur och specifikt artefakter i förhållande till social identitet, samhörighet- och lojalitetskänsla då en längre tid passerat sedan en sammanslagning genomförts. Metod: Kvalitativ metod valdes för att svara på studiens syfte och få en så rättvis och sanningsenlig bild som möjligt. Semistrukturerade intervjuer har genomförts med åtta medarbetare som är berörda av sammanslagningen. Även dokument från den studerade organisationen har legat till grund då de anses viktiga vid historiskt inriktad forskning och kan vara bra när kulturella skillnader och anställdas beteende studeras. Slutsats: Studien visar att människan som artefakt har stor betydelse för var de anställda lägger sin lojalitet och känner samhörighet. Studiens resultat visar även att flera andra typer av artefakter, såsom aktiviteter och arbetskläder har betydelse för detta. Det visade sig att chefens sätt att vara och kommunicera reflekteras i de olika enheterna och även ses som en symbol för organisationen. Det framkommer att i stort sett allt som sker i en organisation har en symbolisk betydelse och att artefakter kan användas för att implementera önskade värderingar och beteenden i en organisation. Ett medvetet arbete med organisationskultur och artefakter kan användas som ett verktyg för att uppnå en lyckad sammanslagning. / Background: Mergers are common and financial issues are one reason. It is common that mergers do not produce the desired results and often create poorer morals and work culture. The human factor and organizational culture are often disregarded as the focus is on finances. Cultural differences are a major challenge in mergers and have a major impact on the merger's results. Cultures that are consistent increase the chances that members of organizations or units are more positive and contributes to make the merger successful. People's social identity plays a role in how an individual feels about belonging to an organization or entity. Purpose: The purpose of the study is to research and describe how organizational culture affects mergers by researching the significance of artifacts. The study aims to make, based on the aspect of organizational culture and specific artifacts in relation to social identity, sense of belonging and loyalty after a long time has passed since the merger. Method: The qualitative method was chosen to respond to the study and get as fair and truthful picture as possible. Documents from the studied organization have also been used as they are considered important in historically oriented research and can be good when studying cultural differences and employee behaviour. Conclusion: The study shows that human as an artifact is of great importance for where the employees place their loyalty and feel togetherness. The results also show that several other types of artifacts, such as activities and work clothes have significance for this. It appears that the manager's way of conducting and communicating is reflected in the various units and seen as a symbol for the organization. It appears that almost everything that happens in an organization has a symbolic significance and that artifacts can be used to implement desired values and behaviours in an organization. A conscious work with organizational culture and artifacts can be used as a tool for achieving a successful merger.

Sammanfattning Titel: Organisationsidentitet och ranking. En kvalitativ studie om hur uppfattningen av kommuners organisationsidentitet förändras av ranking. Nivå: Examensarbete på Grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Alexandra Eriksson och Annica Bylund Handledare: Niklas Bomark Datum: 2021 - Januari Syfte: Studiens syfte är att öka förståelsen för hur uppfattningen om organisationens identitet förändras när organisationen utsätts för flera rankningar och hur det förändrar uppfattningen av den sociala identiteten. Metod: Studien har sin utgångspunkt i den hermeneutiska vetenskapstraditionen och tillämpar en kvalitativ forskningsstrategi. Insamling av studiens empiriska data har skett genom totalt sex semistrukturerade intervjuer med medlemmar inom sex olika kommuner. Vår empiriska data tolkades och analyserades tematiskt för att se likheter och skillnader mellan data och den teoretiska referensramen. Resultat och slutsats: Vår studie ökar förståelsen för hur kommuner hanterar att utsättas för olika rankningar där det framkommer att de inte längre lägger lika stor vikt vid dessa. Istället ser de mer till SKR:s Öppna jämförelser som de anser är mer vetenskapligt baserade. Kommuner lägger inte heller någon vikt vid skillnader mellan olika rankingar eftersom dem har flera verksamhetsområden som utsätts för rankingar som mäter olika aspekter av organisationen. Uppfattningen om organisationsidentiteten och den sociala identiteten förändras inte på en styrelsenivå inom kommunen av rankingar. Detta eftersom de besitter tillräckligt med information om organisationens egenskaper och kan därför bestrida resultaten från rankingarna. Det är mer troligt att uppfattningen förändras längre ut i verksamheten där medlemmarna inte har samma helhetsbild. Studiens bidrag: Studien bidrar med en kombination av tidigare forskning om ranking, organisationsidentitet och social identitet. Den lyfter även fram kommunernas syn på ranking som tidigare inte representerats av forskningen. Studien belyser även hur kommuner kan hantera ranking för att motverka negativa förändringar av uppfattningen om organisationens identitet och därmed den sociala identiteten. Förslag till fortsatt forskning: Baserat på studiens resultat är det första förslaget att utföra en studie där flera nivåer inom kommunen reflekteras. Det kan ge en djupare förståelse för hur uppfattningen om organisationens identitet och den sociala identiteten förändras av rankningar och visa om det skiljer sig åt mellan medlemmar på en styrelsenivå och de längre ut i verksamheten. Det andra förslaget är att jämföra kommuner med andra organisationer för att undersöka om det är generellt förekommande att rankning inte längre orsakar reaktivitet eller förändringar i uppfattningen om organisationens identitet eller social identitet. För att göra denna form av studie djupare föreslår vi även att studien inkluderar företag både inom och utanför Sverige för att se om förekomsten av reaktivitet och förändrad uppfattning är beroende av landets kultur. Nyckelord: “ranking”, “multipla rankingar”, “organisationsidentitet”, “social identitet”, “sociala jämförelser”. / Abstract Title: Organizational identity and ranking. A qualitative study of how the perception of municipalities' organizational identity is changed by rankings. Level: Final assignment for bachelor’s degree in business administration. Authors: Alexandra Eriksson and Annica Bylund Supervisor: Niklas Bomark Date: 2021 – January Aim: The aim of the study is to increase the understanding of how the perception of the organization's identity changes when the organization is exposed to several rankings and how it changes the perception of the social identity. Method: The study is grounded in the hermeneutic science tradition and uses a qualitative research strategy. Gathering of empirical data has been conducted through six semi structured interviews with members from six different municipalities. Our empirical data was interpreted and analysed thematically to uncover similarities and differences between data and the theoretical reference frame. Conclusion: Our study increases the understanding of how municipalities manage to be exposed to different rankings where it appears that they no longer attach as much importance to these. Instead, they look more at SKR's Open Comparisons, which they believe are more scientifically based. Municipalities also do not attach any importance to differences between different rankings because they have several areas of activity that are exposed to rankings that measure different aspects of the organization. The perception of the organizational identity and the social identity does not change at a board level within the municipality by rankings. This is because they possess enough information about the organization's characteristics and can therefore dispute the results of the rankings. It is more likely that the perception changes further out in the business where the members do not have the same overall picture. Contribution: The study contributes with a combination of previous research on ranking, organizational identity, and social identity. It also highlights the municipalities' views on rankings that have not previously been represented by research. The study also sheds light on how municipalities can handle rankings to counteract negative changes in the perception of the organization's identity and thus the social identity. Suggestions for further research: Based on the results of the study, the first proposal is to carry out a study in which several levels within the municipality are reflected. It can provide a deeper understanding of how perceptions of the organization's identity and social identity are changed by rankings and show whether there are differences between members at a board level and those further out in the organization. The second proposal is to compare municipalities with other organizations to investigate whether it is a general phenomenon that ranking no longer causes reactivity or changes in the perception of the organization's identity or social identity. To make this form of study deeper, we also suggest that the study includes companies both within and outside of Sweden to see if the presence of reactivity and changed perception is dependent on the country's culture. Keywords: “ranking”, “multiple rankings”, ”organizational identity”, ”social identity”, “social comparison”.

Syftet med denna studie är att belysa och problematisera föreställningar om arbetsgivarvarumärkets betydelse för rekryteringsarbete inom en konkurrensutsatt bransch. Employer branding är en strategi som handlar om att marknadsföra företagets arbetsgivarvarumärke för att skapa en positiv association till arbetsgivaren. Inom IT-branschen blir denna strategi extra viktig eftersom det är en konkurrensutsatt bransch och det är ett sätt att utmärka sig från sina konkurrenter. För att kunna besvara studiens syfte har vi formulerat tre frågeställningar som kopplas till employer branding och generation y. Vi har använt oss av en kvalitativ forskningsmetod i form av semistrukturerade intervjuer där det insamlade empiriska materialet bygger på sju intervjuer med yrkesverksamma IT-rekryterare. För att analysera det insamlade materialet utformades ett teoretiskt ramverk och analysen tar sin utgångspunkt ur ett professionsperspektiv. Vi har använt oss av nyinstitutionell teori, organisationsidentitet och organisationsimage vid analys av det empiriska materialet. Teorin hjälper oss att förstå organisationers handlande och kommunikationen mellan ett företags identitet och image. Resultatet i studien visar att rekryterarnas uppfattning är att arbetsgivarvarumärket utgör en viktig roll i rekryteringsarbetet, framförallt inom IT-branschen. De menar att ett starkt arbetsgivarvarumärke lättare kan attrahera och behålla personal på ett företag samt att rekryteringsprocessen effektiviseras. I studien framkom även att kommunikationen, som handlar om att förmedla sin organisationsidentitet till en organisationsimage för potentiella arbetstagare, har visat sig vara en central del i arbetet med employer branding. Företag bör undvika en diskrepans mellan hur de faktiskt är och hur de vill uppfattas. Resultatet visar även en problematik i de föreställningar som finns om generation y som en enhetlig grupp. Det framkom att det finnas en skillnad mellan de som är födda tidigt i åldersspannet mot de som är födda sent.