The purpose of this study is to examine in what way a strong corporate culture can have an effect on the ways that individuals perceive their own identity based on different social aspects, thereby meaning the influence of personalities in relation to the environment. In this essay I have used the theory of employer branding in an analysis of the corporate culture at Ikea Barkarby, with the purpose to answer the following questions: How does the relation between the employee and the corporate culture appear from an identity perspective, i.e can an individual’s identity be affected by the influence of a strong corporate culture? If the corporate culture has an influence on the individual’s identity, what rhetorical tools are part of this? How can the surrounding corporate cultures possibly influence the employee’s process of becoming a part of the corporate culture? The method of research that was used in this study is a framing analysis and a semistructured interview method. In the discussion of the influence of social environment on identity I have used the rhetorical term doxa. The material that was examined was an advertisement for employment from the Ikea Barkarby website as well as the response from my interviews of some of the employees. The result of the analysis shows that it is possible for an individual to negotiate with himself about his identity in relation to the actual situation and environment, meaning a possible transformation of the individual’s behavior in different social contexts, in this example the corporate culture at work. At the same time the employees experience that their perceived identity has not been influenced since being introduced to the corporate culture, which I regard as an effect of efficient recruitment work where Ikea employs people with certain values. The conclusion is consequently that the identity can be affected by social influences but it is problematic to unravel whether it is the corporate culture by the use of employer branding that has an effect on the identity, or if there are other social variables that affect the individual’s perceived identity.

Sammanfattning – ”Generation Ys drivkrafter på arbetsplatsen” Datum: 2/6-2017 Nivå: Kandidatuppsats i företagsekonomi, 15 ECTS Institution: Akademin för Ekonomi, Samhälle och Teknik, EST, Mälardalens Högskola Författare: Alexander Bäcklund, Bill Samuelsson och Simon Levander Titel: Generation Ys drivkrafter på arbetsplatsen Handledare: Kerstin Nilsson Nyckelord: Employer branding, Generation Y, Intern marketing, Loyalty, Social Exchange Theory. Frågeställning: Vilka incitament är det som påverkar den anställde att stanna på en arbetsplats?Matchar företagets employer branding-arbete med de anställdas motivationsfaktorer? Syfte: Syftet med undersökningen är att förklara de incitament som leder till att medarbetare väljer att stanna inom organisationen och jämföra det med företagets human resource-arbete för att behålla anställda. Metod: Undersökningen var av kvalitativ karaktär. Medarbetare samt human resource-chefer på tre företag intervjuades. Intervjumallen baserades på de valda teorierna samt den sekundära information som varit till underlag till studien. Intervjuerna analyserades genom en innehållsanalys och resultatet presenterades i de teman som varit återkommande i empirin. Slutsats: Undersökningen bekräftade den tidigare empirin om hur Generation Y som medarbetare karaktäriseras. Generationen är uppväxta med många möjligheter och är den högst utbildade generationen. Detta ger Generation Y större makt på arbetsmarknaden. Undersökningen visade att medarbetarna inom denna generation var mer drivna av kunskap än av finansiella mål. Att låta medarbetarna växa organiskt är därför ett av de viktigaste incitamenten för ökad lojalitet. Därför bör human resource-avdelningarna nischa sig mot vad Generation Y efterfrågar eftersom de är en majoritet på arbetsmarknaden.

With this study, the authors will examine what generation Y values the highest when applying, and accepting, a job. The study will also examine if this is something that changes if the organization has a harmed reputation. The authors own experience is that the business students at Linköping University, who belong to generation Y, tend to look for jobs and organizations that would make their classmates envious. The status symbol could be seen as an extrinsic factor according to Ryan & Deci’s (2000) definition, leading us to the belief that extrinsic factors are a great motivator for generation Y. However, literature such as studies from Universum (2016) indicate that generation Y are more motivated by intrinsic values. The study is divided into three parts where the first part examines to what extent intrinsic motivational factors affect generation Y in the recruitment process. The second part examines to what extent a harmed reputation affects generation Y in the recruitment process. In the third and final part, the study aims to seek if there is a match between what organizations with harmed reputation offer and what generation Y wants. The data collection methods are interviews and document studies of five organizations, in order to examine the organizational view. However, only three of the organizations had time for an interview. The result of the organizational view was also used when a survey was designed to understand generation Y’s view. The survey was sent out to, and answered by, 49 last year business and industrial engineering and management students at Linköping University. The findings of the study are that when generation Y is asked out of context, ceteris paribus, they value intrinsic motivation factor highest, but when retested in various scenarios generation Y lean towards extrinsic motivation factors. Regarding the question about what impact a harmed reputation has on the decision of new-graduate students of generation Y, it seems that it only affects when the harmed reputation is connected to a lack of transparency. Furthermore, the study concludes that value congruence is of importance for generation Y and this is something that has been observed that the organizations of the study are lacking in some cases. However, one source of error in the process of matching could be the impact of brand name, that could be seen as a significant factor to make an organization attractive according to employer branding, has been taken away in this study and this could be interesting to look into in further studies. The study has a low respond rate, this is why no generalization could be done.

The master thesis is focused on employer branding in the company the Heineken Czech Republic. The aim of the theoretical part is to summarize and describe the main concepts and approaches concerning the employer branding on the basis of foreign and Czech scientific literature and thematic articles. The practical part will be focused on employer branding analysis at the Heineken Czech Republic. Information on building an employer's brand in the company will be identified through questionnaire survey and interviews with key actors in the company who play a vital role in creating an employer brand through both in-house and outsourced activities. Finally, I evaluate the issue of the employer branding in particular company, identify shortcomings and opportunities and at the and suggest few recommendations and possible steps to improve.

The aim of the master thesis is to identify and evaluate the most appropriate and effective tools to build employer brand both externally and among employees. The theoretical part is focused on a brand theory and a concept of employer branding which, based on the labor market development not only in the Czech Republic, becomes more relevant. The methodology of the thesis consists of an analysis of the relevant scientific literature and an analysis the good practice of two selected technology companies in the Czech Republic that meet defined criteria. In the practical part a questionnaire was conducted in order to explore the perception of the employer brand among the IT public. The conclusion of the thesis is devoted to summarizing the theoretical and practical knowledge into a guide that provides important insights for IT start-up companies when building an employer brand.

Syftet med studien var att beskriva och analysera hur Piteå kommun genom intern employer branding kan stärka varumärket som en attraktiv arbetsgivare utifrån de anställdas perspektiv. I studien ingår också ett genusperspektiv där likheter och skillnader mellan kvinnor och män i uppfattningen om en attraktiv arbetsgivare i allmänhet och om Piteå kommun som arbetsgivare analyseras. I studien användes en kvalitativ metod med semistrukturerade intervjuer. Intervjuerna genomfördes med åtta stycken informanter som samtliga har en anställning på Piteå kommun. Studien inspirerades av ett fenomenografiskt angreppssätt, vilket lämpar sig väl för att beskriva olika individers uppfattningar om sin omvärld. Det framkom att anställda på Piteå kommun tycker att det som gör organisationen till en attraktiv arbetsgivare är en känsla av trygghet i anställningen, betydelsefulla arbetsuppgifter och att det finns en mottaglighet för nytänk. Vidare ansågs organisationen som flexibel tack vare god kommunikation och att det fanns ett förtroende för de anställdas kompetens. För att bli ännu attraktivare som arbetsgivare och stärka sitt interna employer brand ytterligare bör organisationen se över vissa förbättringsområden. Dessa är att bli bättre på att visa uppskattning, jobba mer enhetligt inom organisationen samt förbättra utvecklingsmöjligheterna. Dessutom fanns en önskan om en tydligare riktning vart organisation vill och att kritiskt granska arbetssätten. Slutsatsen blev att Piteå kommun överlag upplevs som en attraktiv arbetsgivare men att det fortfarande finns förbättringsmöjligheter.

Ambition of the thesis is to identify and evaluate tools that companies use to build and strengthen its employer brand in the external labour market, and internally among its employees and apply the theory of building employer brand on concrete company. The theoretical part of the thesis focuses defining brand as such, its theory and components moving through corporate brand to definition and concept of employer brand and its elements and ways of building an employer brand. The methodology of work consists of analysis of dedicated literature and papers on the topic and publicly available information about chosen company. In practical part, the thesis analyses concrete company and its employer brand using external and internal questionnaire research.

The topic of the thesis "Human resources marketing in Hewlett-Packard, s.r.o." is the analysis of practical use of human resources marketing in the company and a perception of company's brand between students/recent graduastes and a proposal for improvements in particular areas of human resources management. The theoretical part deals with particular personnel activities in the company. The practical part focuses on the analysis of the situation in human resources marketing in the Hewlett-Packard, s.r.o. In the conclusion are some recommendations and proposals to solve the discovered problems and imperfections.

The objective of this thesis is to analyse how are the tools of brand management in creating and managing the employer brand implemented. To achieve this objective there is, in the first step, quantitative research of SAP case study and follow-up analysis of employer brand management in the B2B sector. Due to global level of employer brand management of analysed company, there is an analysis of the most important factors of the Czech youth in the process of selecting the ideal employer. This helps to get a better understanding of the Czech context. This thesis thus provides an insight into the area of analysing B2B environment which is not widely represented in the current literature. Another contribution of this thesis are the outcomes of the research analysing employer attractiveness factors which can be foundation for another research in the analysed company or in general research in the field of brand management and creation and management of employer brand.

Sveriges väg in i det kunskapsintensiva samhället har bidragit till att mänskliga resurser och den kompetens de besitter kan ses som organisationers största konkurrensfördel. Samtidigt råder en låg grad av arbetslöshet vilket skapar en ökad konkurrens om arbetskraften för organisationerna på arbetsmarknaden. Organisationer kan stärka sin konkurrenskraft och säkra sin överlevnad på marknaden genom att arbeta med strategin Talent Management. Föreliggande studies syfte behandlar området Talent Management och på vilket sätt organisationer, genom strategin arbetar med att attrahera, utveckla och behålla personal. Syftet uppfylls genom att besvara studiens tre frågeställningar som berör arbetet med att attrahera personal genom Employer Branding, utveckla personal genom kompetensutveckling och behålla personal genom motivation. Dessa delar utgör även grunden för den teori som används i studien. Studien bygger på en kvalitativ metod där sju organisationer undersöks genom intervjuer med personer från respektive verksamhet. Merparten av intervjupersonerna är verksamma inom HR-området medan fåtal intervjupersoner besitter annan ledande befattning. För att genomföra analys och utläsa resultat används teoristyrd tematisk analys som metod. Studiens resultat visar att struktur och ansvarsfördelning av Talent Management och dess huvudområden är centralt för strategins implementering i organisationerna. Resultatet visar även att organisationerna lägger stor vikt vid området attrahera, medan arbetet inom området behålla har viss utvecklingspotential. Studiens resultat visar även att organisationerna ålägger chefer ett stort ansvar för delar inom arbetet med Talent Management.