<p>This essay ventilates the relatively new phenomenon employer branding. Due to societal changes, such as demographical and financial changes, the labour market in Sweden has changed. It is evident that an increasing number of organisations need to put more of an effort in their methods of attracting talent and retaining competence within the organisation. By a case study based on five interviews, the purpose of the study was to compare literature and practice to see how well they compare as well as how employer branding bring about different aspects of the effect. There was also an ambition to highlight aspects of employer branding considered important to have in mind when undertaking an employer branding exercise. The results reveal several themes and aspects of employer branding, among which one finds individual development, the importance of communication and the importance of cooperation.</p>

The character of activities of human resource management is in today's world wider and wider, to be a good employer is not enough, it is needed to communicate this message through various channels and grip potential employees, current employees and also the public. On the basis of analyzis of available sources, the thesis summarizes and completes current knowledge in the area of personnel marketing and employer branding, and proves the importance of personnel marketing in the discipline of human resource management. The theoretical part at first concentrates on the general area of personnel marketing, later it covers specific activities of personnel marketing focused on the target group of university students and graduates. The practical part of the thesis describes the approach of a specific organization and activities of that organization focused on the target group of university students and graduates. Later the practical part describes a project of building university relations in which I took a part, the results of this project, and evaluation of the impact of the results. In the end the thesis compares the activities of this organization with prevalent praxis and answers a question if the success of personnel marketing is based rather on quantitative or qualitative approach. Key words...

Syftet med denna studie var att undersöka hur medarbetare inom hemtjänsten i en Mellansvensk kommun i Sverige attraherades till en arbetsplats, vad som motiverade dem i arbetet samt vad som motiverade dem till att stanna kvar på arbetsplatsen. Ett ytterligare syfte var att kunna belysa medarbetarnas upplevelser kring detta i förhållande till hur de olika aktörerna inom hemtjänsten arbetade med att attrahera, motivera och behålla sin personal. Nio semi-strukturerade interjuver genomfördes med hemtjänstpersonal från fem aktörer. Materialet analyserades med hjälp av en induktiv tematisk analys. Ur analysen framkom fyra temaområden: Kundens betydelse, En känsla av trygghet, Det goda ledarskapet samt Att bli uppskattad. I studien framkom att den viktigaste faktorn för att attraheras till en arbetsgivare var arbetsgivarens goda rykte. Den viktigaste faktorn för vad som motiverade deltagarna i arbetet var kundkontakten och de viktigaste faktorerna till varför deltagarna stannade kvar var arbetsgivarens bemötande och erbjudandet om en tillsvidareanställning. / The aim of this study was to investigate how employees in home care services in a municipality in central Sweden was attracted to a workplace, what motivated them to work, and what motivated them to remain in the workplace. A further aim was to highlight the employees' experiences of this in relation to how the various companies in home care worked to attract, motivate and retain their staff. Nine semi-structured interviews were conducted with home care staff from five companies. Data was analyzed by an inductive thematic analysis. The analysis revealed four thematic areas: Customer significance, A sense of security, Good leadership, and To be appreciated. The study revealed that the most important factor to be attracted to an employer where the employer's reputation. The most important factor for what motivated the participants at work was customer relationship and the main factors why participants chose to remain was the employer's treatment and a permanent employment.

Employer Branding activities in the competitive labour market are becoming increasingly interactive rather than being a top-down exercise. Limited resources together with new technology is playing a role in this development. Little, but some research exists on Employee Advocacy or the voluntary promotion and defence of a brand by its employees. While some researchers suggest that strong Employer Brands fosters Employee Advocacy, there seem to be little empirical support or comprehensive models incorporating the supportive factors. Earlier studies have been primarily quantitative in nature, focusing on the corporate perspective. This research adds a qualitative angle with focus on the Employee Perspective. The purpose with this thesis is to explore how employees in companies with strong Employer Brands practice Employee Advocacy in a Social Media context, Because of the subjectivist and abductive approach, the method was qualitative in form of interviews with employees of different companies in the service sector as primary data together with secondary data. The findings indicate that Employee Advocacy, although largely driven by employee commitment, in practice seem to be a rather temporary phenomenon. The dominating intrinsic motives for Employee Advocacy does not seem to translate in a Social Media Context, where nature of expression ultimately seem to depend more on external or situational factors. The limitations of this study are the small number of respondents made up of a convenience sample. The narrow theoretical base also limits the study to explore and broaden a phenomenon rather than developing an entirely new concept. The conceptual model could act as a basis for other studies with a combined qualitative/quantitative approach or as a basis for discussion in companies formulating their Employer Branding or Social Media strategies. The original value of the conducted study is a comprehensive model of shapers and some new empirical insights regarding complexities of the Employee Advocacy phenomenon.

Syftet med denna uppsats är att med hjälp av lämpliga teorier och intervjuer med företag erbjuda en förståelse kring hur företag använder Corporate Social Responsibility i deras rekryteringsprocess samt hur innehållet används för att påverka företagets image som arbetsgivare

Studiens syfte var att i samarbete med en kommun i Mellansverige genomföra en studie om kommunens arbete vad gällde deras arbetsgivarvarumärke samt upplevelsen av en attraktiv arbetsgivare. Detta har undersökts ur arbetsgivarens respektive medarbetarnas perspektiv. Studien genomfördes med kvalitativ metod och byggde på semistrukturerade intervjuer. Data analyserades med hjälp av en induktiv tematisk analys. I resultatet framkom olika teman till respektive frågeställning. De teman som framkom angående hur kommunen arbetar med sitt arbetsgivarvarumärke var Kommunens varumärke och Värdegrundsarbetet. De teman som framkom kring frågeställningen om vad som kännetecknar en attraktiv arbetsgivare enligt medarbetarna var Kollegor och stöttande chefer, Arbetsmiljö och trygghet, Personlig utveckling, Möjlighet till att påverka, förändra och bidra, Personalvård, Kommunikation och struktur samt Introduktion. De teman som framkom enligt kommunens representanter var Stöttande chefer och kommunikation, Personlig utveckling och möjlighet att påverka samt Arbetets innehåll. Arbetsgivarens och medarbetarnas uppfattning av en attraktiv arbetsgivare visade sig ha många gemensamma nämnare, däremot lyfte medarbetarna ytterligare teman. De teman som utkristalliserades som faktorer för att vara en attraktiv arbetsgivare stämde väl överens med synen på ett starkt arbetsgivarvarumärke, något som stärkte syftet med studien. / The aim of this study was to, in collaboration with a municipality in Central Sweden, carry out a study on the municipality's work regarding their employer brand and the experience of an attractive employer. This has been examined from the perspective of the employer and the employees. The study was conducted with a qualitative method and was based on semi-structured interviews. Data was analyzed using an inductive thematic analysis. In the result, various themes emerged from each question. The themes that emerged regarding how the municipality works with its employer brand were the Municipality's brand and the overall Values. The themes that emerged about the issue of what characterizes an attractive employer according to the employees were Colleagues and supportive managers, Work environment and security, Personal development, Opportunity to influence, change and contribute, Staff welfare, Communication and structure, and Orientation. The themes that emerged according to the municipality's representatives were Supportive managers and communication, Personal development and the opportunity to influence, and Work content. The employer's and employees' perception of an attractive employer turned out to have many common themes. However, the employees highlighted additional themes. The themes present in the study for being an attractive employer matched well with the view of a strong employer brand, which strengthened the purpose of the study.

Background: Concurrently, as the importance of Employer Branding has increased over the past decades, Swedish banks have reached an all-time low customer satisfaction and suffer from a lack of trust. The latest entrants to the workforce, Generation Y, have shown unique demands and wants from their employer, where they generally value working for a company contributing to society. These factors indicate a future problematic situation where Swedish banks may have difficulties attracting and retaining the most suitable talents from Generation Y.Purpose: The purpose of this study is to explore how companies within the Swedish banking industry work with Employer Branding. In addition, the intent is to examine how actors in the Swedish banking industry adapt their Employer Branding to better meet the needs and wants of Generation Y, in order to attract and retain talents from this age category.Method: A qualitative study with interpretivist philosophy, where four interviews have been conducted with large actors in the Swedish banking industry.Conclusion: Findings show that Swedish banks are aware of the necessity to differentiate themselves as employers and they perceive their efforts to diversify as successful. In addition, communicating the brand accurately through social media is highly important. Further, the empirical data shows some recognition of the different characteristics of Generation Y. However, Swedish banks only adjust their Employer Branding to a limited degree in order to specifically target Generation Y.

The aim of this diploma thesis is to evaluate the system of personnel management focusing on the area of recruitment of the selected company. The main aim of the thesis is to prepare proposals for changes that will contribute to improving and streamlining the functioning of the company in this field. The diploma thesis is composed of two parts, theoretical and practical. The theoretical part deals with recruitment issues. Both Czech and foreign sources were used to process this part. The practical part analyzes the current situation in the company regarding the area of recruitment. The analysis was conducted on the basis of a controlled interview with the Personnel Department Manager. At the end of the thesis, based on this analysis, proposals and recommendations for improving and streamlining the management of the examined area are elaborated.

Problem background: The voluntary turnover of employees is increasing, the baby boomer generation is retiring and the remaining jobs are to be filled with the workforce left behind, a workforce that is smaller in size. These younger generations (generation Y and Z) have different values and attitudes towards work, and they tend to switch jobs more frequently. This means that companies needs to focus on retaining their personnel. This is particularly true for SMEs since they do not have the same resources to spend on attracting potential workers as larger corporations. Purpose: The purpose of this study is to gain a better understanding of how SMEs use employer branding to retain young employees (18-30 years old) in their organization and how it is perceived. Theoretical framework: Consists of theories regarding employer branding and organizational behaviour. These include signaling theory, functional and symbolic attributes, the seven brand value propositions and organizational reputation. Methodology: The authors has used a deductive qualitative approach where a total of 14 semi structured interviews has been conducted. Seven of the interviews were performed on employees between the age of 18-30 years old from three different companies. The remaining seven were performed on management personnel from the same three companies. The respondents answered a questionnaire at the end of each interview. Empirical results: Contains a summary of each company that were involved as well as what was discussed and uncovered in the interviews. Analysis: It connects the empirical results and the theoretical framework. The found discrepancies and similarities are discussed and analyzed with the seven brand value propositions based on the theoretical framework. Conclusion: It was concluded that there exists a discrepancy between Workers and Management when it comes to the time the Workers are willing to stay. It was also uncovered that development was an important aspect when it came to the young employees turnover intention as well as flexible schedules, support from management, salaries and varying work tasks. The reputation of the companies was also not accurate which in turn could affect the matching potential between organization and individual.

Studien är en kvalitativt inriktad undersökning omfattande sex intervjuer med studenter och alumni vid ett lärosäte i södra halvan av Sverige, som har till syfte att identifiera och beskriva faktorer som gör arbetsgivare attraktiva för gruppen lärarstudenter. Frågeställningarna rör i första hand identifiering av betydelsefulla faktorer i valet av arbetsgivare. Forskningsprocessen har i stora delar varit induktiv och de teoretiska analysverktygen har därför valts sedan det empiriska materialet redan framkallats. Som utgångspunkt för den teoretiska analysen har använts epistemologisk identitetsteori (Demerath), psykologiska kontrakt (Rousseau) och pragmatisk rationalism (Hodkinson &amp; Sparkes). Delar av den teoretiska analysen har gjorts utifrån Bourdieus teorier om habitus och sociala strukturer. Avstamp har tagits i tidigare forskning kring employer branding (Parment &amp; Dyhre; Erlandsson) och kring selektionsbeteende hos universitetsstudenter (Turban).För att uppnå syftet har vi använt oss av tematiserade och relativt öppna intervjuer. Av resultatet framgår att det viktigaste inte är vilken arbetsgivaren är, utan vilken typ av arbetsplats den erbjuder. Resultatet berättar också något om hur beslut om val av yrke och arbetsgivare fattas och hur det kända och välbekanta ofta blir måttstock för det individen upplever som ett gott val. Slumpens inverkan på individers beslut granskas. Vi skildrar också hur vi undersökt synen på anställningstrygghet och därvid funnit skillnader i uppfattning mellan intervjupersonerna och oss själva om begreppets innebörd. / Program: Organisations- och personalutvecklare i samhället