Background: Employer branding is a concept that describes a company's reputation as a work place. Working with the employer brand can help companies to attract talented employees and also retain them in the company. It is therefore important that companies understand what makes an employer attractive in order to appeal and retain employees. This is important especially for businesses that are located in small cities since it can be challenging for them to attract talent there. Urbanization has led to smaller areas being less populated and that graduated students are least prone to move to these areas. Thus, it is important to make smaller cities and areas more attractive to make the graduates move there. Purpose: The purpose of this thesis is therefore to explore what factors graduated students consider attractive in an employer in a small city. Methodology: This thesis used a qualitative and deductive approach. In order to solve the purpose and answer the research question, eight semi-structured interviews were conducted through Zoom with a non-probability sampling that were chosen by the researchers. However, before conducting the interviews, the researchers did some theoretical research and discovered six factors that represented employer attractiveness (See Figure 1). These factors became the basis of the study and a foundation when constructing the questions for the interviews. Findings: The findings of this thesis showed that the factors that were most important; flexibility, salary, leadership, career possibilities, working culture and recruitment.

Purpose: The purpose of this explanatory study is to extend the knowledge of how to develop an employer value proposition that conveys an attractive employer brand. Literature Review: Literature reviewed for this study includes the concepts of employer brand, employee value proposition, and different aspects of work attributes (i.e. interest value, social value, economic value, development value, and application value) that together form perceived employer attractiveness. Further literature that is reviewed includes the concepts of attitudes and the hierarchy of effects. Methodology: A mixed-method approach with a deductive logic of inquiry was adopted for this explanatory study, for which primary data of both quantitative and qualitative nature were collected from engineers, through the conduction of web-based self-completion questionnaires and semi-structured interviews. Findings: The study found that the involvement and motivation level behind the hierarchy of effects had a significant impact on the perceived value of one of the categories of the work attributes reflecting the employer's attractiveness, whilst the perceived value of the other work attributes included in the study were not expected to increase or decrease in combination with the intensity towards job search activities. It was also found that the attitudes towards the behavior of applying for a job, measured through the involvement and motivation level towards job search activities, were shifting within the target group, hence influencing their perceived employer attractiveness. Further on, the study showed a consistent high perceived value of all work attributes that were studied, in terms of what work attributes to include in the employer value proposition. Meanwhile, a multidimensional nature of the perceptions on employer attractiveness was also acknowledged, which hence could be crucial in developing an employer value proposition that stands out on the employer market.

Background: Hiring the right people requires a well-executed recruitment process. How candidates choose a company is determined mainly by the company's reputation. To attract the best candidates, companies must work long-term with employer branding as well as to be aware of what attracts the prominent generation. This is especially important as competition for the best candidates increases. This study is based on a made up company where the challenge is to find and attract the right candidates. Purpose: The purpose of the study is to deepen the understanding of how recruiting and staffing companies can empower their brand in recruitment terms. Method: The study is formed from a qualitative method in which interviews, focus groups and a questionnaires have been conducted. The selection of interviews was conducted with two employees working on a recruiting and staffing company. The focus groups and questionnaire were conducted with the selection of students at the Linnaeus University. Empirical data was then collected, analyzed and split into different themes. Empirical data: The result from the interviews showed that the central part concerning recruitment channels is the layout of the job advertisement. The employees also mentioned social media as an important channel, where good and bad rumors are spread. The focus groups complemented the interviews with importance to the accuracy and clarity of job seeking. Their interests should match the company’s offerings and together with the survey respondents they represented the prominent generation. Conclusion: To attract candidates it is important to use the right recruitment channels. The design of the company ́s website is therefore crucial to attract new candidates. To strengthen brands, it is important to think from an outside- perspective, where the rumor plays a big role and an inward-perspective where the employees are the face of the company. The main areas of recruitment channels, employer branding and the prominent generation in the market have resulted in a concept that recruitment and staffing companies will have to be competitive. One of the conclusions is that companies need to think more human to human instead of business to business. / Bakgrund: Att anställa rätt personer förutsätter en väl genomförd rekryteringsprocess. Hur kandidater väljer ett företag avgörs av bland annat företagets rykte. För att attrahera de bästa kandidaterna måste företag arbeta långsiktigt med employer branding samt ha vetskap om vad som attraherar den framträdande generationen. Detta är extra viktigt då konkurrensen på arbetsmarknaden om de bästa kandidaterna ökar. Denna studie utgår från ett företag som benämns “Rekrytering och Bemanningen AB” vars utmaning är att hitta och locka rätt kandidater. Syfte: Syftet med studien är att fördjupa förståelsen för hur rekrytering- och bemanningsföretag kan stärka sitt varumärke i rekryteringsavseende. Detta ska uppnås med frågeställningarna; Hur kan rekrytering- och bemanningsföretag använda rekryteringskanaler för att nå ut till rätt kandidater? Hur kan rekryteringoch bemanningsföretag stärka varumärket för att attrahera kandidater? Vad attraheras den framträdande generationen av hos deras framtida arbetsgivare? Metod: Studien har tillämpat en kvalitativ metod där det har genomförts intervjuer, fokusgrupper och en enkät. Urvalet till intervjuerna bestod av två medarbetare som arbetar på Rekrytering och Bemanningen AB. Till fokusgrupperna och enkät bestod urvalet av studenter vid Linnéuniversitetet. Empiriinsamlingen analyserades sedan genom att identifiera teman. Empiri: Resultatet från intervjun visade att det centrala arbetet gällande rekryteringskanaler är jobbannonsens utformning och använder sociala medier som en rekryteringskanal där det även sprids bra och dåliga rykten. Fokusgrupperna lägger stor vikt vid precision och tydlighet vid jobbsökande. Deras intressen ska matcha företagens erbjudande och tillsammans med enkätens respondenter utgjorde de den framträdande generationen. Slutsats: För att locka kandidater är det viktigt att använda rätt rekryteringskanal, vad som kan vara avgörande är hur företagets hemsida är utformad. När det handlar om att stärka ett varumärke är det bland annat viktigt att tänka från ett utifrån-perspektiv, där ryktet spelar en stor roll och ett inifrån-perspektiv där medarbetarna är ansiktet utåt. Huvudområdena rekryteringskanaler, employer branding och den framträdande generationen på arbetsmarknaden har resulterat i ett koncept för att rekrytering- och bemanningsföretag ska vara konkurrenskraftiga. En av slutsatserna är att företagen behöver tänka mer human to human istället för business to business.

Sammanfattning 4FE17E Examensarbete Redovisning 30hp, Civilekonomprogrammet, Ekonomihögskolan vid Linnéuniversitetet, VT 2016 Författare: Julia Kindvall & Frida Nilsson Handledare: Biträdande professor Timurs Umans Examinator: Docent Anna Stafsudd Titel: Employer branding – en uppsats om revisionsbyråers attraktionskraft mot generation Y. Bakgrund: Revisionspliktens avskaffande har medfört en högre konkurrens på marknaden för revisionsbyråer. Revisionsbyråerna måste därför hitta ett sätt att särskilja sig för att kunna attrahera de mest kompetenta medarbetarna. Generation Y är en ny generation på väg in på arbetsmarknaden, därför behöver revisionsbyråer vara medvetna om hur de ska använda sitt employer brand. Syfte: Syftet med uppsatsen är att förklara hur revisionsbyråernas externa och interna employer branding påverkar redovisningsstudenters samt revisorsassistenters, från generation Y, sannolikhet att ansöka samt stanna kvar. Metod: Underlaget till enkäterna samlades in genom en förstudie om hur revisionsbyråernas employer branding ser ut, genom intervjuer och mejlkonversationer med Big Four. För att mäta sannolikhet att ansöka samt stanna kvar utformades enkäter till redovisningsstudenter och revisorsassistenter. Uppsatsen tillämpar en kvantitativ metod och en deduktiv ansats. Slutsats: Uppsatsens resultat påvisar att det inte råder något samband mellan sannolikheten att ansöka samt stanna kvar, gentemot påverkan av revisionsbyråers employer branding, när det gäller aspekterna professionalitet, framgång eller etiska värderingar. Däremot påverkar inställning deras sannolikhet att ansöka samt stanna kvar. / Abstract School of Business and Economics at Linnaeus University Växjö, 4FE17E Master Thesis in Accounting 30 ECTS, Spring term 2016 Authors: Julia Kindvall & Frida Nilsson Supervisor: Postdoctoral Researcher Timurs Umans Examiner: Associate Professor Anna Stafsudd Title: Employer branding – A thesis about audit firms attractiveness against generation Y. Background: The Audit requirement abolished has resulted in higher competition in the market for audit firms. This means that they must find a way to differentiate themselves to attract the most competent employees. Since it is a new generation entering the labor market, accounting firms needs to be aware of how they use their employer brand. Purpose: The purpose in this paper is to explain how the audit firms external and internal employer branding affects the accounting students and auditor assistants, from generation Y, likelihood to apply and stay. Method: To gather data for the surveys a feasibility study was conducted on how the audit firms employer branding works through interviews and email conversations with the Big Four. To measure likelihood to apply and stay we designed questionnaires to accounting students and auditor assistants. The thesis applies a quantitative method and a deductive approach. Conclusion: The results of the thesis demonstrate that there is no correlation between the likelihood to apply and stay, and the influence of audit firms employer branding, when it comes to aspects of professionalism, success or ethical values. However, attitude affects their likelihood to apply and stay

I dagens läge med ökad konkurrens om att dels attrahera men också behålla en kompetent arbetskraft, så står företag inför stora utmaningar. Att behålla anställda inom företaget är idag en hög prioritet då kostnaderna för att ersätta anställda är stora. Få studier har undersökt hur olika aspekter av arbetsgivarvarumärket och personliga värderingar påverkar anställdas avsikter att stanna kvar hos arbetsgivaren. Syftet för denna fallstudie är att skapa större förståelse för vilka aspekter som är attraktiva i ett arbetsgivarvarumärke, med CSR som en integrerad del, samt vad som påverkar anställda att stanna kvar hos arbetsgivaren. Forskningsansatsen för denna studie är förklarande med en deduktiv och kvantitativ ansats. Datainsamlingen har skett i samarbetet med företaget BDX i Luleå i form av en enkätundersökning med 97 respondenter. Resultatet indikerar på att företag bör fokusera på vilket innovationsvärde och ledarskapsvärde som de kan erbjuda sina anställda för att öka attraktiviteten till företaget. När anställdas personliga värderingar stämmer överens med företagets värderingar så påverkar det positivt deras avsikter att stanna kvar hos arbetsgivaren. Studien har bidragit teoretiskt till litteraturen i form av en djupare förståelse av vilka aspekter som anses attraktiva i ett arbetsgivarvarumärke samt vad som påverkar anställdas avsikter att stanna hos arbetsgivaren inom entreprenad- och logistiksektorn.

Competition for talent is heating up and will probably intensify, since demographic trends make it increasingly difficult for companies to replace valued employees when they retire. In response, many companies are trying to sharpen the way they market themselves to recruits, by applying branding techniques to recruitment. For a company to exploit its brand effectively when it fishes for talent, it must think of recruits as customers, determine which corporate attributes matter most to specific types of recruits, and understand how best to reach them. This diploma thesis analyzes Belgian business graduates' aspirations in terms of first employment and their perception of our company as potential employer and brings constructive and creative recommendations on how to improve its position as employer of choice.

Corporate Social Responsibility (CSR) has been present for several decades and has grown to include several areas in an organisation. The concept has gone on to gain significant importance around the world and has an impact on different sectors within and outside an organisation. This thesis aims to understand how the concept of CSR plays a role in the employer attractiveness and branding of an organisation in the Czech Republic. By analysing the perceptions and opinions of students pursuing a masters program and recent graduates, the publication intends to identify those factors that prospective candidates look out in their future employers. It also gives a set of strategic recommendations to companies intending to recruit new candidates in the future.

As the need for similar skills across various industries has increased throughout the years, itis not mandatory to stay within the same industry or organization as you once started. Whennew opportunities take shape, people have come to compare their situation with what it couldbe like in another organization, in another industry, making the attractiveness of anorganization increasingly important, both to keep and to attract new talented employees. Thetourism & hospitality industry has long been perceived as an industry where there is poorwork-life balance, and lower compensation for the employees than other industries whencompared. Because of this, the tourism & hospitality industry have to reconsider theirpractices and evaluate what can be changed to increase the attractiveness, to ensure the futuregrowth of the industry. There are aspects of the tourism & hospitality industry that influence the intention to staywithin an organization, and in the industry as well, including the work-life balance andcompensation. However, there has been an emphasis on what influences the employees toleave rather than the aspects that could be changed to increase the attractiveness, reduce theportion of employees leaving, and attract new ones. There are also proven effects that criseshave on organizations within the tourism & hospitality industry, which influence some of thefactors, previously stated as reasons for employees considering leaving. Hence, there is aresearch gap on how to increase the attractiveness of organizations within the tourism &hospitality industry, after a crisis. The purpose of this study is to examine the key factors that explain why employees in thetourism & hospitality industry find other industries more attractive and identify howorganizations within tourism & hospitality must adapt to increase their attractiveness. Toaddress the research gap, this study used an inductive approach and conducted qualitative,semi-structured interviews to gather the data. When choosing a sample technique, it first tooka stance in the snowball technique, using the network of the authors to get in touch with theappropriate respondents. After this a purposive sampling technique was used to select themost appropriate respondents, with the ability to contribute to the study. The empirical datawas analyzed through a thematic analysis to review and present the relevant findings of the empirical data. From the thematic analysis, three main themes were identified: What creates the talentshortage, How do crises affect talent shortage and What can be done to prevent talentshortage. Within the three main themes, nine sub-themes were found, which assisted infinalizing a conceptual model, showing how organizations within the tourism & hospitalityindustry can change to become more attractive toward talented employees. The findings ofthis study shows that opportunities for personal development and career growth, continuouscommunication between employee and employer, involvement of employees in decisions,improved work-life balance, normal workloads, reduction of unhealthy stress, brand image,and compensation can increase the attractiveness of organization in the tourism & hospitalityindustry after a crisis, such as Covid-19.

Employer branding är ett omfattande begrepp som används i många organisationer. Syftet med denna studie är att beskriva hur kommuner använde sig av employer branding utifrån att behålla och attrahera kompetens. Genom en kvalitativ semistrukturerad intervju med 20 frågor som utformades utifrån vår teoretiska referensram, samlades data in från fem olika HR befattningar i varierande åldrar och kön från 5 kommuner. Dessa kommuner låg i samma geografiska område. Vi gjorde intervjuerna på plats förutom från en respondent som gjordes på Skype. Efter intervjuerna så analyserades data med hjälp av vår teoretiska referensram. Genom empirin identifierades teman som utgick employer branding för att attrahera och behålla kompetens. Samt utmaningar som finns i kommunerna och hur dessa hanteras genom employer branding. Därefter kunde kategorier urskiljas utifrån temat hur kommuner använder sig av employer branding, vilket var varumärken, extern och intern branding. Utifrån det andra temat utmaningar kunde kategorierna urskilja ett rekryteringsbehov utifrån demografi, fördomar gentemot offentlig verksamhet och problematiken att attrahera unga och nyutexaminerade.Genom den empiriska analysen och slutsatsen visade sig att kommunerna använde sig av exponering i fysisk form och på digitala plattformar för en extern employer branding. Genom att få sin personal att trivas, införa ambassadörskap i organisationen och använda aspekter ur talent management som kompetensutveckling, så användes intern employer branding. Utmaningarna hos kommunerna var att kunna informera externt och internt om hur offentlig verksamhet arbetar, attrahera mer unga genom incitament och olika plattformar samt hitta tillvägagångssätt för att få människor att arbeta heltid istället för deltid. / Employer branding is a comprehensive concept used in many organizations. The purpose of this study is to describe how municipalities used employer branding to retain and attract competence. This was done through a qualitative semi-structured interview with 20 questions. The questions were designed based on our theoretical frame of reference. The data was collected from five different HR positions in varying ages and gender, originated from five different municipalities. These municipalities were in the same geographical area. The interviews was made in person apart from one interview which was done on Skype. After the interviews, the data was analysed using our theoretical frame of reference. Through empirics, themes were identified that were based on the koncept employer branding to attract and retain skills and what challenges exists and how they are handled through employer branding. Subsequently, categories could be distinguished based on the theme how municipalities use employer branding, which was branding, external and internal branding. Based on the second theme challenges, the categories were able to distinguish a need for recruitment based on demographics, prejudices against public activities and to attract young and new graduates.Through the empirical analysis and conclusion, it turned out that the municipalities used exposure in physical form and on digital platforms for an external employer branding. By getting their employees thriving, introducing ambassadorship in the organization and using aspects from talent management as competence development, internal employer branding was used. The challenges faced by the municipalities and how they are handled through employer branding were to inform externally and internally about how public activities work, attract more young people through incentives and different platforms and find ways of getting people to work full time instead of part-time.

Esta investigación tiene como objetivo identificar cómo debe comunicar el sector alimentación su marca empleadora en redes sociales para atraer talento de la generación Z de Lima. Específicamente, se busca explicar los motivos de los centennials para postular a una organización, descubrir cuáles son las redes sociales preferidas para obtener información sobre la compañía y determinar el contenido más atractivo. El enfoque del estudio es cualitativo, el nivel es descriptivo, el diseño es documental y fenomenológico. Las técnicas utilizadas fueron análisis de contenido, en el cual se revisaron las redes sociales de 3 empresas del sector; y entrevistas semiestructuradas a los responsables de la gestión de marca empleadora y, por otro lado, 20 estudiantes y egresados con experiencia laboral de las facultades de Negocios e Ingeniería. La información se comparó y analizó en base a la escala del atractivo del empleador (EmpAt). Los resultados muestran que las motivaciones de los entrevistados se relacionan con las dimensiones económica, social y desarrollo. Las redes sociales más alineadas a este objetivo son LinkedIn e Instagram. Finalmente, el contenido de interés en estas plataformas son la propuesta de valor al empleado (atributos), cultura, clima, testimonios de trabajadores, información realista del puesto y habilidades blandas que esperan de ellos. Asimismo, los formatos deben ser dinámicos, imágenes de calidad y videos cortos, así como texto reducido y uso de slogans o hashtags llamativos. / This research aims to identify how the food sector should communicate its employer brand on social media to attract talent from generation Z in Lima. Specifically, it seeks to explain the reasons of centennials to apply to an organization, discover which are the preferred social networks to obtain information about the company and determine the most attractive content. The focus of the study is qualitative, the level is descriptive, the design is documentary and phenomenological. The techniques used were content analysis, in which the social networks of 3 companies in the sector were reviewed; and semi-structured interviews with those responsible for managing the employer brand and, on the other hand, 20 students and graduates with work experience from the Business and Engineering faculties. Information was compared and analyzed based on the Employer Attractiveness Scale (EmpAt). The results show that the motivations of the interviewees are related to the economic, social and development dimensions. The social networks most aligned to this objective are LinkedIn and Instagram. Finally, the content of interest in these platforms are the value proposition to the employee (attributes), culture, climate, employee testimonials, realistic information of the position and soft skills expected of them. Likewise, the formats should be dynamic, quality images and short videos, as well as reduced text and the use of striking slogans or hashtags. / Tesis