Studiens syfte var att undersöka blivande sjuksköterskor upplevelser av arbetsgivarattraktivitet. En kvalitativ metod användes och åtta semistrukturerade intervjuer genomfördes med sista årets sjuksköterskestudenter i Sverige. Intervjuerna analyserades genom en induktiv tematisk analys vilket resulterade i tre huvudteman och sju tillhörande underteman. Resultatet indikerade att möjligheten till kollegiala relationer, struktur i vardagen och relationen med chefen är tre viktiga aspekter i hur sjuksköterskorna definierar arbetsgivarattraktivitet. Det framkom att ett öppet arbetsklimat och stöd från kollegorna värderades högt. Vidare framhöll respondenterna önskemål om en rimlig arbetsbelastning, vilket kan påverkas av schemats utformning. Vikten av utvecklingsmöjligheter betonades också. Ytterligare framhöll respondenterna en önskan om en chef som visar ett intresse för personalen genom att inneha ett individanpassat ledarskap, vara närvarande samt ha god återkoppling till personalen. Studiens resultat kan bidra till hur arbetsgivare inom vården kan skapa en attraktiv arbetsmiljö för att rekrytera och behålla sjuksköterskor. / The purpose of the study was to investigate the experiences of prospective nurses regarding employer attractiveness. A qualitative method was used, and eight semi-structured interviews were conducted with final year nursing students in Sweden. The interviews were analyzed using an inductive thematic analysis, which resulted in three main themes and seven sub-themes. The result indicated that the opportunity for collegial relationships, daily structure, and the relationship with the employer are three important aspects in how nurses define employer attractiveness. It was found that an open work climate and support from colleagues were highly valued. Furthermore, respondents expressed a desire for a reasonable workload, which can be influenced by the design of the schedule. The importance of development opportunities and feeling valued was also emphasized. Additionally, respondents expressed a desire for a leader who shows interest to the staff through individualized leadership, being present, and providing good feedback to the staff. The study contributes to understanding how healthcare employers can create an attractive work environment to effectively recruit and retain future nurses.

I denna studie undersöks personer med IT-kompetens i generation Z:s åsikter om viktiga egenskaper hos arbetsgivare. På grund av rådande kompetensbrist inom tekniksektorn finns det ett stort behov av att rekrytera kompetent arbetskraft. Då majoriteten av de som tar examen i närtid tillhör generation Z spelar de en viktig roll i företags rekrytering. Genom att förstå vad som tilltalar generationen kan arbetsgivare anpassa sin marknadsföring med målet att attrahera den kompetens de behöver. Utgångspunkten i studien har varit att identifiera de faktorer som IT-kompetenta i generation Z värderar högt vid val av arbetsgivare med hjälp av teoretiska verktyg. Den data som använts har erhållits genom kvalitativa intervjuer med tio individer från målgruppen. Resultatet antyder att kompetensutveckling och intressanta arbetsuppgifter som gör skillnad är de faktorer som generationen attraheras mest av, medan en marknadsmässig lön och god arbetskultur anses vara grundläggande för att en arbetsgivare över huvud taget ska vara intressant.

The use of employer branding has gained popularity since the concept was introduced by Tim Ambler and Simon Barrow in 1996. At first, this consisted of three types of benefits (e.g., functional, economic and psychological) and later Lievens and Highhouse (2003) added two additional benefits: instrumental and symbolic. The concept of employer branding has then been used to attract potential employees, and lately, it has been discussed that the employer brand needs to be adapted to attract and retain Millennials. One way to adapt the employer brand is to review what attributes of an organization is communicated to potential employees. Most research regarding Millennials and employer branding has been conducted in the United States of America (USA) and not in many countries. Because of this, this thesis was conducted with the foundation of previous research that was adapted to and focused on Swedish Millennials. The objective was to find out what attributes is the most important to Swedish Millennials in order to attract and retain them as employees. The result of this thesis was created by first looking at previous research and defining a research problem and a research question. Then, the theoretical framework was conducted, leading to the method chosen to perform this study. Thereafter, the data was gathered and analyzed, leading up to the findings and conclusions that the attributes that are most important concerns the psychological benefits, followed by instrumental benefits and then functional benefits. Furthermore, economic and symbolic benefits are not considered to be as important to Swedish Millennials. / Sedan begreppet employer branding introducerades av Tim Ambler and Simon Barrow år 1996, har dess användning ökat. När begreppet först introducerades bestod det av tre förmåner (funktionella, ekonomiska och psykologiska) och utökades sedan av Lievens and Highhouse (2003) med instrumentella och symboliska förmåner. Sedan dess har employer branding använts för att attrahera eventuella arbetstagare. På senare tid har diskussioner först huruvida ett företags employer brand behöver anpassas för att attrahera och behålla individer som tillhör Generation Y (milleniegenerationen). Ett sätt att anpassa ett företags employer brand är att undersöka vilka attribut en organisation förmedlar till potentiella anställda. Majoriteten av all forskning som har skett kring Generation Y har genomförts i USA och det är svårt att hitta forskning kring ämnet som har utförts i ett annat land. På grund av detta har denna uppsats fokuserat på svenska millennier och undersökt vilka attribut hos ett företag som är viktigast för att ett företags ska bli attraktivt för dem. Resultatet i den här uppsatsen togs fram genom att först att ha tittat på vad tidigare forskning har kommit fram till och vad som har saknat för att hitta ett teoretiskt gap och framställa ett syfte med den här uppsatsen. Sedan sammanställdes relevant forskning som ledde till en passande metod. Detta i sin tur ledde till en datainsamling som analyserades för att hitta vilka attribut som är viktigast för svenska millennier, vilket visade sig vara främst psykologiska följt av instrumentella samt funktionella attribut. De ekonomiska samt symboliska attributen räknas inte vara lika viktiga som de övriga attributen.

Background: Effective employer branding helps attract and retain top talent, leading to overall success. Work values play a significant role in job preferences and satisfaction. Understanding the work values of Generation Z, is crucial for appealing to them. By aligning employer branding with Generation Z's work values, companies can attract and engage this generation known for its adaptability, autonomy, interconnectedness, collaboration, and speed. Understanding and addressing these work values provides valuable insights for effectively targeting Generation Z. Purpose: The purpose of this thesis is to explore what Generation Z is attracted to and values in an employer. Methodology: This thesis adopted a qualitative and inductive approach to address its purpose and research question. The study involved conducting ten semi-structured interviews using non-probability sampling. Prior to the interviews, the researchers conducted theoretical research and identified eight values representing work values. These values served as the core of the study and formed the basis for developing interview questions. Findings: The result of this thesis showed that the values that Generation Z values most in an employer are: flexibility, organizational values, development, and career opportunities. Conclusion: Generation Z individuals highly value flexibility, prioritizing flexible working hours, remote work options, and the ability to manage their own time. They also emphasize organizational values, such as a supportive work culture, effective communication, and positive relationships with colleagues. Furthermore, responsibility, development and growth opportunities within the workplace are essential for their job satisfaction.

Studiens syfte var att undersöka hur anställda upplevde företag som arbetsgivarvarumärke och arbetsplats samt vilka faktorer som kan ha en påverkan på detta. Det genomfördes åtta intervjuer med anställda på ett företag inom mediabranschen. Det framkom att det fanns olika faktorer som påverkade hur medarbetarna såg på sin arbetsgivare. Dels skulle företaget erbjuda utvecklingsmöjligheter, flexibilitet i arbetsuppgifterna samt arbetsförmåner. På så sätt skapas en tillit och lojalitet gentemot varandra. Denna tillit skapar också en trygghet i sin anställning och mot sin chef. Relationen till sin chef visade sig vara viktig men även att de anställda själva fick styra över sina arbetsuppgifter. Även att arbeta på ett välkänt företag ansågs höja arbetsgivarens attraktivitet. Slutligen framkom det att de sociala faktorer påverkade hur de anställda såg på sin arbetsgivare och de menade på att det fanns en del brister gällande samarbetet mellan avdelningarna inom företaget. / The purpose of the study was to analyze employees’ perceptions of the company’s Employer Branding, the workplace, and the factors that may have an impact on this. Eight interviews were held with employees from a company in the media industry. It appeared that there were various factors that influence how employees perceive their employer. In order to be considered an attractive organization the company needs to offer opportunities to develop, flexibility in the daily tasks and employee benefits, and have a good reputation. This creates trust and loyalty between the employer and employee. It is important for the employees to have a good relationship with their manager, and at the same time it is important to have control over their own work tasks. Finally, social factors affected how the employees viewed their employer. According to some employees, there were some flaws with the cooperation between the departments within the company.

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.

Syftet med studien var att undersöka i vilken utsträckning infriandet av det psykologiska kontraktet predicerar uppfattningen av arbetsgivarens attraktivitet (utifrån dimensionerna; intresse för arbetsgivaren, socialt-, ekonomiskt-, utvecklings- och tillämpningsvärde) hos nyanställda på en myndighet i Mellansverige, utöver bakgrundsfaktorerna arbetstillfredsställelse, ålder och kön. För att samla in data skapades en webbaserad enkät som besvarades av 118 nyanställda vid den valda organisationen. Enkätfrågorna baserades på tre mätinstrument, Global Job Satisfaction, PSYCONES och EmpAt. Även bakgrundsfrågor om ålder och kön efterfrågades. Resultatet visade att infriandet av det psykologiska kontraktet kunde predicera uppfattningen av arbetsgivarens attraktivitet för alla fem dimensioner i EmpAt utöver bakgrundsfaktorn arbetstillfredsställelse. Bakgrundsfaktorerna ålder och kön bidrog inte till något signifikant resultat. / The purpose of the study was to investigate to which extent the fulfilment of the psychological contract predicts the perception of employers' attractiveness (based on the dimensions, interest of the employer, social-, economic-, development- and application value) of new employees in an agency in central Sweden, in addition to the background factors of job satisfaction, gender and age. To collect data, a web-based survey was created that was answered by 118 newly employed at the chosen organization. The survey questions were based on three measuring instruments, Global Job Satisfaction, PSYCONES and EmpAt. Also background issues about age and gender were requested. The result showed that the fulfilment of the psychological contract could predict the perception of employers' attractiveness for all five dimensions of EmpAt in addition to the background factor job satisfaction. Age and gender as background factors did not contribute to any significant results.

Purpose – The purpose of this study is to investigate how IT companies can apply Industry branding in their marketing strategy, with the aim to market the IT industry to influence young women to choose an IT education at a college or university. Method – The study has an explorative purpose to provide new insights on the topic of Industry branding. A deductive research approach has been applied. A literature study was first conducted to create a picture of current research. Secondly, a theoretical framework, which laid the foundation for the data collection that was used in a multiple case study in the IT industry. The study was compiled through semi-structured interviews with IT companies and young women in high school. The empirical data was then analyzed by a thematic analysis. Result – The conclusion from this study is that young women in high school do not have the same picture of the IT industry as IT companies has. The high school girls see an industry that is boring, sedentary and lacks human interactions. In contrast, IT companies describe their industry as exciting and unlimited. Thus, there is a gap between Brand identity and Brand image. Theoretical implication – The results indicated that the existing theories regarding Employer branding, Brand identity, Brand image and Employer attractiveness could be applied to the more aggregate industry level, Industry branding. Furthermore, the study has contributed with knowledge to reduce the gap between Brand identity and Brand image, for the study ́s target group; IT companies and young women in high school. Practical implication – The study's practical implication has identified the greatest development potential of all IT companies, which is to start working with Industry branding towards young women in high school. To achieve this, a collaboration across companies' own boundaries and marketing via social media is recommended to reach this study ́s target group. / Syftet – Denna studie har som syfte att undersöka hur IT-företag kan arbeta med Industry branding, med målet att marknadsföra IT-branschen för att påverka unga kvinnor att välja en IT-utbildning på en högskola eller universitet. Metod – Studien har ett explorativt syfte att ge nya insikter i ämnet Industry branding och en deduktiv forskningsansats applicerades. En litteraturstudie genomfördes först, för att skapa ett teoretiskt ramverk. Ramverket la grunden för datainsamlingen som genomfördes av en multipel fallstudie inom IT-branschen. Studiens empiri samlades in genom semistrukturerade intervjuer. Nio IT-företag och tio unga kvinnor på gymnasiet intervjuades. Empirin analyserades sedan genom en tematisk analys. Resultat – Resultatet som studien har kommit fram till är att unga kvinnor på gymnasiet inte har samma bild av IT-branschen som IT-företagen har. Gymnasietjejerna ser en bransch som är tråkig och som saknar mänskliga interaktioner. I kontrast, beskriver IT-företagen sin bransch som spännande och obegränsad, vilket tyder på ett gap mellan Brand identity och Brand image. Teoretiskt bidrag – Studiens teoretiska bidrag är hur befintliga teorier kring Employer branding, Brand identity, Brand image samt Employer attractiveness skulle kunna tillämpas på den mer aggregerade branschnivån genom Industry branding. Detta för att minska gapet mellan Brand identity och Brand image, från två perspektiv; IT-företag och unga kvinnor på gymnasiet. Praktiskt bidrag – Studiens praktiska bidrag har identifierat den största utvecklingspotentialen som samtliga IT-företag har; att börja arbeta med Industry branding mot unga kvinnor på gymnasiet. För att genomföra detta rekommenderas ett samarbete över företagens egna gränser och marknadsföring via sociala medier för att nå fram till unga kvinnor på gymnasiet.

Syftet med studien var att undersöka om arbetsgivarens attraktivitet, utifrån fem dimensioner, kunde predicera medarbetarens vilja att stanna kvar inom organisationen samt eventuella skillnader mellan mäns och kvinnors uppfattning om sin arbetsgivares attraktivitet. En enkät skickades ut till en organisation inom tillverkningsindustrin och totalt medverkade 69 deltagare. Mätinstrument som användes var Employer Attractiveness Scale (EmpAt-Scale) och Copenhagen Psychosocial Questionnaire (COPSOQ III), vilka mätte arbetsgivarattraktivitet samt medarbetarens intention att söka sig till annan arbetsgivare. Employer attractiveness-dimensionen utvecklingsvärde, kunde signifikant predicera viljan att stanna kvar hos organisationen, det vill säga att ju högre grad av upplevt utvecklingsvärde desto starkare vilja att stanna kvar inom organisationen. Resterande fyra dimensioner kunde inte signifikant predicera viljan att stanna kvar inom organisationen. Resultatet påvisade att kvinnor hade ett högre skattat värde beträffande intresse för arbetsgivaren, ekonomiskt- och utvecklingsvärde, vilket indikerar att kvinnorna uppfattar sin arbetsgivare som mer attraktiv gällande föreliggande dimensioner. / The purpose of the study was to quantitatively investigate if employer attractiveness, based on five dimensions, could predict the employee's intention to stay in the organization and if men and women perceived the attractiveness of their employer differently. A survey was sent out an organization in the manufacturing industry and a total of 69 respondents participated. Measuring instruments that were used in the survey was Employer Attractiveness Scale (EmpAt-Scale) and Copenhagen Psychosocial Questionnaire (COPSOQ III), which examined the employer attractiveness and intention to stay at the organization. One of the Employer Attractiveness-dimensions, development value, could significantly predict the intention to stay in the organization, which means the higher extent of perceived development value, the stronger the will to stay in the organization. The remaining dimensions could not significantly predict the intention to stay. The results indicated that women had a higher scored value regarding interest value, economic value and development value, which signify that women find their employer as more attractive in these values.

Employer brand establishes a firms’ identity as an employer. It distinguishes one firm from others, creating an identity that gives a competitive advantage in the search for skilled workforce. This identity is becoming harder to establish for each day and is said to be just as important as retaining loyal customers. A strong employer brand can lead to a better pool of applicants in the recruitment process and many other returns, both financial and other. In the real estate sector in Sweden there is currently an excess demand for competent employees and this problem is growing for each day. Hence the matter of employer branding becomes of utter most important to this sector. Due to the importance of the matter in this market, we have come to realise that the market lacks a tool that makes the subject of employer branding more applicable and measurable. This study presents an index and complementing results that makes the matter more hands on and applicable in practice. Through a large quantitative study with questionnaires and through studying previous research on the subject, the main factors that affect employer branding have been distinguished and enquired about in the survey. The results from the study show that there is a correlation between how well known the companies are and how attractive they are as employers to current and potential employees. It also shows that the results on an average are rather low and that there is a lack of investments in companies employer brands, both in a financial terms and in a time perspective.