Purpose: This thesis uses a case study approach. The purpose is to conduct a critical review of the potentiality of intrapreneurship/corporate entrepreneurship to create an attractive workplace that 1) draws Generation Y as potential employees, and 2) retains them by satisfying their demands, unlocking their full potential through motivation. Background: It is now time for Generation Y to enter the workforce and their values and expectations on the workplace is different from the generations before them. This causes difficulties for organisations to attract and retain Generation Y but it is necessary in order to become a competitive performer in the future. In order to attract and retain Generation Y companies need to motivate their employees, foster and encourage creativity, and create an exciting work environment. This can be done through corporate entrepreneurship/ intrapreneurship and it is therefore interesting to see how Generation Y responds to this concept as well as if it contributes in creating an attractive workplace. Method: The authors made use of a mixed method concurrent triangulation strategy within an explorative sequential design. Where qualitative data was gathered through an explorative pre-study and then through case studies with two companies, simultaneously quantitative data was collected through surveys and the study ended with a qualitative confirmatory study where the results of the analysis was tested against a third company. Conclusion: The result of the study indicated that the companies investigated all had a high level of corporate entrepreneurship, it was also confirmed that Generation Y are suited to become intrapreneurs and that they would feel attracted and more likely to retain in an organisation that promotes intrapreneurship. It was furthermore concluded that corporate entrepreneurship contributes in creating an attractive workplace also for non-intrapreneurs.

<p><strong>Purpose: </strong>This thesis uses a case study approach. The purpose is to <em>conduct a critical review of the potentiality of intrapreneurship/corporate entrepreneurship to create an attractive workplace that 1) draws Generation Y as potential employees, and 2) retains them by satisfying their demands, unlocking their full potential through motivation</em>.</p><p><strong>Background: </strong>It is now time for Generation Y to enter the workforce and their values and expectations on the workplace is different from the generations before them. This causes difficulties for organisations to attract and retain Generation Y but it is necessary in order to become a competitive performer in the future. In order to attract and retain Generation Y companies need to motivate their employees, foster and encourage creativity, and create an exciting work environment. This can be done through corporate entrepreneurship/ intrapreneurship and it is therefore interesting to see how Generation Y responds to this concept as well as if it contributes in creating an attractive workplace.</p><p><strong>Method: </strong>The authors made use of a mixed method concurrent triangulation strategy within an explorative sequential design. Where qualitative data was gathered through an explorative pre-study and then through case studies with two companies, simultaneously quantitative data was collected through surveys and the study ended with a qualitative confirmatory study where the results of the analysis was tested against a third company.</p><p><strong>Conclusion: </strong>The result of the study indicated that the companies investigated all had a high level of corporate entrepreneurship, it was also confirmed that Generation Y are suited to become intrapreneurs and that they would feel attracted and more likely to retain in an organisation that promotes intrapreneurship. It was furthermore concluded that corporate entrepreneurship contributes in creating an attractive workplace also for non-intrapreneurs.</p>

Det blir allt viktigare för organisationer att attrahera och behålla talanger, speciellt i konkurrenskraftiga branscher. En populär strategi för att attrahera och behålla medarbetare är arbetet med arbetsgivarvarumärket. Syftet med denna studie var att undersöka hur anställda upplever företagets arbetsgivarvarumärke. Denna kvalitativa studie bygger på åtta semistrukturerade intervjuer genomförda på ett IT-konsultföretag i mellansverige med ett ledande arbetsgivarvarumärke. Data analyserades genom en induktiv tematisk analys. Resultatet visade att det upplevdes vara en god balans mellan de krav som ställdes och de anställdas upplevda kontroll i arbetet. Genom att företaget levde upp till de förväntningar som de skapade upprätthölls det psykologiska kontraktet och medarbetarna blev goda ambassadörer för företaget. Respondenterna upplevde att företaget prioriterar de anställdas behov, även utanför arbetet. Företaget upplevs ha en stark kultur med familjär stämning där medarbetarna ses som något mer än bara anställda. Studien kan bidra med insikt i ett ledande arbetsgivarvarumärkesarbete och kan användas som en benchmarking-metod. / It is becoming increasingly important for organizations to attract and retain talents, especially in competitive industries. A popular strategy for attracting and retaining employees is employer branding. The purpose of this study was to investigate how employees perceive the company's employer brand. This qualitative study is based on eight semi-structured interviews conducted at an IT consulting company in central Sweden with a leading employer brand. Data was analyzed through an inductive thematic analysis. The results showed that there was a perceived good balance between the demands on employees and their perceived control. By living up to the expectations they created, the company upheld the psychological contract, and employees became strong ambassadors for the company. Respondents felt that the company prioritized employees' needs, even outside of work. The company was perceived to have a strong culture with a familial atmosphere where employees were seen as more than just employees. The study can contribute with insights into leading employer branding efforts and can be used as a benchmarking method.

Darbo tikslas. Atskleisti gydytojų požiūrį į motyvavimą dirbti rajoninėse sveikatos priežiūros įstaigose. Uždaviniai. 1. Išskirti pagrindinius veiksnius, susijusius su gydytojo darbo rajono sveikatos priežiūros įstaigoje pasirinkimu. 2. Atskleisti problemas, su kuriomis susiduria gydytojai, neseniai pradėję dirbti rajoninėse sveikatos priežiūros įstaigose. 3. Išsiaiškinti gydytojų nuomonę apie priemones, kurios yra taikomos arba galėtų būti taikomos siekiant pritraukti ir išsaugoti gydytojus dirbti rajonuose. Tyrimo metodika. Taikant kokybinį tyrimo metodą, giluminio interviu būdu, apklausti 8 Lietuvos rajonų sveikatos įstaigose dirbantys gydytojai rezidentai ir 3 neseniai (iki 3 metų) rajonų gydymo įstaigose pradėję dirbti gydytojai. Rezultatai. Dirbti į rajonines sveikatos priežiūros įstaigas vykstama dėl mažesnės konkurencijos darbo rinkoje, didesnių atlyginimų. Gydytojai apie darbo vietas sužino skambindami patys į ligonines arba per turimus ryšius. Rajoninės įstaigos motyvuoja gydytojus atvykti dirbti į rajoną finansinėmis ir nepiniginėmis priemonėmis, siūlant didesnį atlyginimą, rezidentūros apmokėjimą, palankų darbo grafiką atvykstančiam gydytojui. Universitetų priemonės vertinamos negatyviai, nes yra netiesioginis dėstytojų ir gydytojų nuteikimas prieš darbą rajone, nėra sudaromos sąlygos studijų metų padirbti rajone. Gydytojas rajone įgauna žinių ir praktinių įgūdžių atlikdamas įvairesnių procedūrų, kartais srityse, kurios yra už jo kompetencijos ribų. Rajoninėse... [toliau žr. visą tekstą] / Aim of the study. To identify and analyze the doctors’ motivation aspects to work at hospitals in the rural areas. Objectives. 1. To identify the main factors that influence the doctors’ decision to work at hospitals in the rural areas. 2. To determine the problems that doctors are facing in their beginning at work in the rural areas. 3. To investigate the doctors’ opinion about the instruments that were used or could be adopted in practice to attract and retain doctors in rural hospitals. Methods. Qualitative study was used to get the information which contains motivating factors for doctors to work at the rural hospitals. Using in-deph semistructured questionnaires were asked 8 residency students and 3 doctors at rural hospitals. Respondents were selected using short (less than 3 years) working period in rural hospital criteria. Results. Lower competition in labor market and higher salaries are the push factors for doctors to choose the rural workplace. Most of the doctors request the hospitals directly for the vacant positions or get the information about available positions from people they know. Rural hospitals attract doctors with higher wages, refund the payment of residency studies and adjust a better working schedule. The incentives of universities should be better developed because there is lack of rural practice possibilities for the students. There is indeed strong influence made by lecturers who spread negative and inadequate approach about rural hospitals... [to full text]

Konkurrensen på arbetsmarknaden är idag hög och det blir allt viktigare för organisationer att vara attraktiva arbetsgivare för att kunna attrahera och behålla personal. De olika generationerna som idag är yrkesverksamma har enligt forskning olika förväntningar och idéer om vad som identifierar en attraktiv arbetsgivare. Det är därför viktigt för organisationer att ta hänsyn till generationernas olika förväntningar och anpassa sitt arbetsgivarvarumärke därefter. I denna studie undersöker vi en organisation som upplever svårigheter att behålla medarbetare i generation Y och Z. Vi vill därmed identifiera vad dessa personer anser är attraktivt arbete, hur organisationen arbetar för att vara en attraktiv arbetsgivare och hur anställda och tidigare anställda inom generation Y &amp; Z upplever att organisationen kan utvecklas. Denna studie bygger på en kvalitativ metod, datainsamlingen har skett genom semistrukturerade intervjuer samt information från avvecklingssamtal. Tillsammans med teorin och datainsamlingen indikerar studien att generation Y och Z lägger stor vikt vid bland annat feedback, flexibilitet och utveckling på arbetsplatsen. Andra identifierade faktorer har också visat sig ha betydelse, bland annat lön, relationer och ledarskap. Slutligen diskuteras förbättringsförslag till organisationen som kan bidra till att behålla medarbetare i generation Y och Z i framtiden. / In today’s labor market the competition is high and it is becoming increasingly important for organizations to be attractive employers in order to attract and retain employees. According to research, the different generations that are currently active in the labor market have different expectations and ideas about what identifies an attractive employer. It is therefore important for organizations to consider the different expectations and adapt their employer brand to the generations they recruit accordingly. In this study, we are examining an organization that is experiencing difficulties in retaining employees in the Y and Z generation. Thus, we want to identify what these people consider attractive work, how the organization today works to be an attractive employer. As well as how employees and former employees within generation Y and Z believe that the organization can be developed. A qualitative method has been used, data collection has taken place through semi-structured interviews and information from exit interviews. Together with the theory and data collection, the study shows that generation Y and Z attaches great importance to factors such as feedback, flexibility, and development in the workplace. Other identified factors have also been found to be important, including salary, relationships in the workplace and leadership. Finally, suggestions for improvements to the organization that can help to retain employees ingeneration Y and Z in the future are discussed.