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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.

Background: The wave of Artificial Intelligence (AI) is marching on, replacing jobs and traditional services, and is predicted to be one of the biggest marketing trends in the close future. Four of the major Swedish banks have started to implement AI as a customer service channel. Simultaneously, the Swedish banking industry is experiencing an all-time low in customer satisfaction, where one of the main reasons is the diminishing number of local branches. Purpose: The purpose of this thesis is to explore the attitudes that customers have towards AI in customer service, as a substitute to local brick and mortar offices within the Swedish bank industry, as well as uncover any significant factors that could influence these attitudes. Method: This is a qualitative study of exploratory nature where five focus groups have been used to collect empirical data. A total sample of 26 participants, ranging from 20-55 years old, have partaken in the focus groups.  Conclusion: Findings show that there mainly exists a negative attitude towards AI as a substitute to brick-and-mortar offices, but positive attitudes towards it as a complement. Factors that influence the attitudes were found to be Convenience, Perceived Usefulness, Perceived Ease of Use, Trust, Risk and Social influence. Awareness and Prior Technological Experience were found to not have great influence on customer attitudes.