This master’s thesis deal with assertion personal marketing in company. Theoretical part of this work is focused on the knowledge of assertion of marketing in HR sphere. In the second, practical part of this master thesis analysis the current state of company, which should help in  the identification of problematic areas of personal marketing in the company. This analysis part of this work is enriched by the views of employees. The aim of this thesis is to evaluate the  current situation of the company’s personal marketing in order to improve the areas identified as problematic.

The diploma thesis is focused on employee turnover and retention in a selected company. The theoretical part defines terms that are related to this issue. This part focuses on the causes and consequences of employee turnover, on people resourcing and retention of current employees. This theoretical knowledge is used in the analytical part during analyzing and evaluating the current state of the company. Based on the findings, recommendations that would support effective recruitment and selection process of suitable employees, support retention and reduce employee turnover in the company are provided.

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Syfte: Syftet med studien är att öka förståelsen för vilka yttre faktorer som är av betydelse för personalengagemang och hur dessa är av betydelse för personalengagemang enligt mellanchefer på medelstora till stora organisationer. Metod: Metodvalet för studien utgår från ett kvalitativt, socialkonstruktionistiska perspektiv med tio semistrukturerade intervjuer med mellanchefer på medelstora till stora organisationer. Det empiriska materialet har analyserats utifrån fyra olika teman för att sedan ställa de empiriska utfallen mot tidigare forskning för att på så vis öka förståelsen för vilka yttre faktorer som påverkar personalens grundläggande mänskliga behov som i sin tur är av betydelse för personalengagemang.  Bidrag: Personalengagemang är resultatet av en kedjereaktion i tre steg. Där yttre faktorer behöver tillfredsställa personalens grundläggande mänskliga behov som i sin tur är av betydelse för olika inre sinnestillstånd hos personalen.Det teoretiska bidraget lyfter fram att personalens grundläggande mänskliga behov samt de tre yttre faktorerna återhämtning, ledarskap och kommunikation är av betydelse för personalengagemang. Studien kom även fram till att ytterligare två yttre faktorer, tillit och frihet under eget ansvar, kan vara av betydelse för personalengagemang. Det praktiska bidraget består i att förse beslutsfattare inom organisationer med praktiska teorier för att bättre förstå och arbeta med personalengagemang.  Förslag till fortsatt forskning: Vi rekommenderar att framtida forskning utför validerande tester om de tre yttre faktorerna återhämtning, ledarskap och kommunikation utgör träffsäkra och pålitliga faktorer som är av betydelse för personalengagemang. Vi anser att det vore av intresse att vidare undersöka om de två yttre faktorerna tillit och frihet under eget ansvar har någon inverkan i att bibehålla fullt personalengagemang och om det kan finnas ett samband mellan dem och behovet av självförverkligande från Maslows (1943) behovstrappa. / Aim: The purpose of this thesis is to increase the understanding of which factors that are of importance for employee engagement and how they are of importance for employee engagement according to middle managers in medium-sized to large organizations.  Method: The choice of method for this thesis is based on a qualitative, social-constructive perspective based on ten semi-structured interviews with middle managers in medium-sized to large organizations. The empirical material has been analyzed on the basis of four different themes, where the empirical outcomes were compared to previous research in order to increase understanding of which external factors affect employee’s Maslow’s Hierarchy of Needs to then affect employee engagement. Contributions: Employee engagement seems to be the result of a three-step chain reaction. Where external factors need to satisfy the basic human needs of the employees, which in turn is of importance for different inner state of mind within the employees. The theoretical contribution emphasizes that employee’s basic human needs as well as the three external factors of recovery, leadership and communication are of importance for employee engagement. The study also concluded that two additional external factors, trust and freedom under one's own responsibility, may be of importance for employee engagement. The practical contribution consists in providing decision-makers within organizations with practical theories to better understand and work with employee engagement. Suggestions for future research: We recommend future researchers to conduct validating tests to affirm if the three external factors recovery, leadership and communication constitute accurate and reliable performance indicators of employee engagement. We believe it to be of interest to further investigate whether the two external factors trust and freedom to act under one’s own supervision have any correlation with maintaining a full level of employee engagement, and whether there exists a causality between them and the need of self-realization from Maslow's Hierarchy of Needs.

The success of an organisation in what is now a dynamic and increasingly competitive business environment relies on an engaged workforce, achieved through internal communication. Engaged employees are generally more productive, resulting in better-performing organisations. This indicates that engaged employees do not only provide organisations with substantial benefits but can also be valuable assets to their organisations. Additionally, internal communication, which influences employee engagement behaviours, has been shown to provide numerous benefits to organisations, namely advocacy, ambassadorship, commitment, competitive advantage, decreased turnover, innovation, satisfaction, and trust. Therefore, it can be argued that a crucial link exists between internal communication and employee engagement. The purpose of this study was to develop an internal communication conceptual framework that contributes to employee engagement. This conceptual framework was customised for the South African banking sector. Qualitative data was collected through a review of available literature in the internal communication and employee engagement fields, and face-to-face interviews with four senior internal communications managers. Quantitative data was collected through a web-based self-administered survey questionnaire hosted on SurveyMonkey. Therefore, a mixed-methods research approach was used for this study. The findings of the study confirmed the link between internal communication and employee engagement. Thus, internal communication is an important determinant of employee engagement. It was also found that South Africa’s “big four” banks use traditional and innovative internal communication channels to effectively communicate with their targeted audience. Lastly, the internal communication elements that make up the conceptual framework of employee engagement were developed, namely Collaboration/ Cross-Functional Planning, Partner with Human Resources Function, Communication Channels, Two-Way Communication with Leaders, Counsel, and Measure Internal Communication Effectiveness. It is argued that the proposed v conceptual framework adequately addresses the role of internal communication and its key function within an organisation. The study is particularly significant because it extends current literature on internal communication and employee engagement in the South African banking sector and confirms that internal communication is indeed important for employee engagement. Academically, the study added to the current body of knowledge in the field of communication. The findings of this study can be used by South African banks and other businesses as a guide to conduct their internal communication to achieve employee engagement. / Communication Science / D. Lit. Phil. ( Communication)

The digitised world of today has led to the development of new organisational structures within companies, resulting in new leadership styles in digital firms. Furthermore, customers’ demand is constantly increasing, which results in the importance of delivering an experience to the customers to stay competitive in the market. Therefore, the purpose of this thesis is to investigate how leadership is applied in a successful e-commerce company with a Customer Experience focus. This thesis is conducted throughout a qualitative single case study of a successful e-commerce company focusing on customer experience(s). The empirical findings have been obtained through semi-structured interviews, which further have been analysed together with the given theories to gain an in-depth understanding to answer the research question (1) How does leadership manifest itself in an e-commerce company? Furthermore, the sub-question (a) Which leadership styles can be identified within the e-commerce company. The conclusion of this thesis presents the importance of having leadership connected to the corporate culture. This includes considering the culture in all decisions within the company and that leaders and employees live by the company’s values. This thesis presents leaders within the case company applying several attributes of different leadership styles. However, the primary leadership style that has been identified throughout all leaders is transformational leadership, including being a digital leader.

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Orientation: The employee engagement approach has been utilised to combat burnout in both private and public sector institutions. With increasing research, selfperceived employability is gaining popularity as an effective tool to reduce burnout in the contemporary world of work. Knowledge of the relationship between these three constructs is therefore important for public sector institutions and researchers in industrial and organisational psychology in South Africa. Research purpose: The purpose of this study was to determine the relationship between burnout, employee engagement and self-perceived employability amongst employees in the South African public sector. Motivation for study: Numerous studies have highlighted the prevalence of poor service delivery in public sector institutions as linked to employees feeling disconnected from their work as a result of numerous burnout symptoms. A plethora of studies have emphasised the significance of employee engagement in reducing burnout. With increasing research, focus has also been on the employability construct as a tool to manage burnout in the ever-changing working environment and the labour market. Both employee engagement and self-perceived employability have been utilised as approaches to reduce burnout amongst employees. However, the relationship between these three constructs is unknown, and therefore the findings of this study will be crucial for both public sector institutions and researchers in industrial and organisational psychology in South Africa. Research design, approach and method: The researcher conducted a quantitative study. It involved a non-probability sample of 158 South African public sector employees. Correlational and descriptive statistical analyses were utilised to analyse the data. Main findings: Burnout has a significant negative relationship with employee engagement; however, burnout does not significantly correlate with self-perceived employability. There are significant differences between the various biographical groups and burnout, employee engagement and self-perceived employability. Practical/managerial implications: Approaches to reducing burnout amongst employees should consider employee engagement and self-perceived employability as effective tools to enhance employees’ wellness, morale and productivity. Improving the engagement levels of employees and enhancing their employability will greatly improve the well-being of employees in public sector institutions and help alleviate the actual employee burnout. / Industrial and Organisational Psychology / M. Com. (Industrial and Organisational Psychology)

Todays’ organizations are facing low levels of employee engagement, with a tendency to decrease evenfurther. Sustainability has been found to positively affect employee engagement as it providesemployees with a higher purpose in their work. Therefore, this research study reveals leaders’perception on the contribution of sustainability towards employee engagement, with a focus onmultinational organizations in the Öresund region. This qualitative study combines Herzberg´s “Two-Factor Theory” and transformational leadership to analyze the research findings with a theoreticalframework. The results display that sustainability has a significant influence on the level of employeeengagement and various activities of organizations and leaders contribute towards this. The researchalso underlines that there is a potential for organizations to implement further strategies in this regardand thereby not only strengthen the satisfaction and loyalty of their current workforce, but also gain acompetitive advantage in the future for attracting new talents.