The use of social network sites (SNSs), such as Facebook and LinkedIn, by both organizations and the Swedish population is increasing. Previous publications in this research field lack empirical reinforcement and the empirical research that has been published often suggest a connection between recruitment via SNSs and employer branding. However, this connection has not yet been elaborated on or explained by previous research. Furthermore, both these research fields lack the insight of empirical studies conducted from a managerial point of view. The objective of this study is to contribute to these research fields by providing a holistic understanding about employer branding and SNSs role in recruitment processes from a managerial perspective. The recruitment process includes all activities from the origin of a vacant position to employing an applicant. To gain insight into this perspective, a qualitative study was conducted with the methodological stances constructionism and interpretivism. HR-managers at eight organizations with 200 employees or more located in the northern part of Sweden were interviewed. A thematic analysis, in line with the research approach with inductive characteristics, was used to analyze the qualitative data collected from conducting semi- structured interviews. The themes are based on regularly discussed aspects found in the empirical data. These themes are: “Employer Branding”, “Benefits“, “Barriers”, “Communication Channels” and “Implementation”. The fundamental aspect of succeeding with implementing SNSs as a recruitment tool was found to be a supportive management. This resulted in a framework being developed that describes necessary actions to take into consideration by the management to successfully implement SNSs as a recruitment tool. It was found that employer branding is closely interlinked with the attraction stage of a SNS recruitment process. Therefore, the framework also incorporates the findings regarding the benefits that a strong employer brand will have on the SNS recruitment process. This study provides theoretical insight of how SNSs are used to strengthen the employer brand in recruitment processes. The study also concluded that the interviewed organizations are in the early stages of implementing employer branding and SNSs in organizational contexts. The managerial perspective also provides an important theoretical contribution. Practical contributions include inspiration for how to design strategies to implement SNSs as a recruitment tool and an insight as to why it is important to adopt such strategies.

Byggbranschen är en av Sveriges mest könssegregerade branscher och har länge haft problem med ett hårt arbetsklimat på grund av en så kallad machokultur. Studien undersöker om byggföretag kan använda extern Employer Branding som en strategi för att förändra arbetsklimatet i branschen. Genom att anpassa förmånerna som kan tänkas attrahera individer som besitter värderingar och egenskaper som förväntas bidra till en förändring bort från machokulturen.  Studien bygger på intervjuer med tio nyrekryterade arbetsledare från byggföretagen Skanska, NCC och JM samt författarnas observationer från etableringskontoren. Företagens utvalda segment är enligt studien nyutexaminerade byggingenjörer och före detta yrkesarbetare. Förmåner för att attrahera dessa är en fast marknadsmässig lön, kontinuerlig utbildning, utveckling inom företaget och friskvård med mera. Majoriteten av studiens respondenter besitter önskade egenskaper varför byggföretagens externa Employer Branding-strategi fungerar. Studien visar att extern Employer Branding inte ensamt kan bidra till en förändring av arbetsklimatet.

This study generated a substantive theory of retail mall brand image construction on the part of consumers for a retail mall in Hong Kong. The primary source of data was generated from face-to-face interviews, and analysed using a grounded theory methodology. From this analysis key categories emerged which provided the foundation for the substantive theory. The theory of retail mall brand image construction proposes that consumers associate the retail mall with a particular stratum of society, through a series of interpretive processes that attach personal and social meaning to the mall. The resultant ‘brand image’ conceptualizes the mall as an integral and representative part of that social stratum and, in consequence, there is an associated series of consumer actions, behaviours, and appearances deemed to be expected and appropriate for that mall. Based on this conceptualization there is a resultant ‘character frame’ - a set of socially acceptable parameters governing action, appearance and behaviour – from which a variety of identities can be adopted or assumed that are considered appropriate to the brand image. Consumers can then determine whether these available identities resonate with their own personal values – either through simple compatibility or through more aspirational desires - and thus their response to these identities ii determines whether they accept or reject the positioning of the mall as ‘suitable’ or desirable to themselves. On a theoretical level this study articulates the link between brand image, social position, and consumer culture, and can be seen to contribute to two of the four areas of theoretical interest to consumer culture theorists, namely the area of mass-mediated marketplace ideologies and consumers' interpretive strategies and, secondly, the field of consumer identity projects. In addition the study addresses the gap in branding literature relating to consumer processes for developing (retail mall) brand images. The implications of this study for professional practice are two-fold. Firstly, they can be seen to benefit the marketing of places and place-related products by providing additional knowledge regarding the consumer brand image construction. Secondly, they have the capability to inform and thus improve the design quality of the built environment.

The aspect of relationships has been underlined to be of substantial significant within B2B contexts, particularly within consultancy, all alongside the importance of trust within the clientsupplier interaction. An element that has been claimed to derive directly from the client-supplier experience and voiced to be of key in order to reach success. It has been stated that the behaviour of consultants can be generalized to the corporate brand, individual demeanours and actions declared to be of essential influence of affecting customer perception of the company and its brand. It has been remarked that, “employees are the public face of the organization, and their performance affects customers' interpretation of the brand”. Public procurement has been described as a process for the purchase of goods and services made by the public sector, procurements regulated by LOU, i.e. special laws and regulations. All member states of the European Union are subjective to procurement directives, injunctions regulating each procurement. In service marketing, traditionally, clients have relied on long-term relationships or been guided by recommendations from external parties when selecting supplier. Public procurement regulations have enclosed such use of informal selection bases, whereas instead requirements for supplier are obliged to be based on objective criteria and non-personal sources. The restriction of non personal-relationships between client and supplier derived the problem question of potential consequences the regulation might bear. Thereupon, the purpose of this study was to examine the corporate brand image of a knowledge- intensive service firm operating within the public sector. The empirical findings for this study were collected through semi-structured interviews with 5 Swedish customers of Ecenea Väst, a consultancy firm operating within the public sector. The role of the theory were of abductive view, were theory was developed, refined and adjusted throughout the process. The findings of the interviews where analysed using a content analysis approach. The empirical investigation of this study confirms previous studies arguing for the importance of relationship and trust within service marketing, particularly consultancy. It also concluded that it is the behavior of the consultants that influence the client's perception of the company’s image and brand.

Course/ Level: 2FE21E, Bachelor thesis Authors: Evelin Gimbergsson & Sandra Lundberg Tutor: Viktor Magnusson Examiner: Åsa Devine Title: Work values of Generation Z: A quantitative study explaining different groups of Generation Z’s work values. Purpose: The purpose of this research is to explain how the work values differ within different groups of Generation Z. Hypotheses: H1: Depending on major individuals value different work values. H2: Depending on gender individuals value different work values. Theory: Intrinsic, Extrinsic, Altruistic, Status-associated and Social work values. Methodology: Questionnaire Conclusion: Based on the findings, H1 was rejected and H2 was accepted. Keywords Employer branding, Generation Z, Work values, Intrinsic work values, Extrinsic work values, Altruistic work values, Status-associated work values and Social work values.

Syftet med denna studie var att undersöka hur medarbetarna på BA (fiktivt namn) upplever organisationens interna Employer Branding-arbete samt att belysa de aspekter som eventuellt skiljer strategi mot upplevelse. Det gjordes ett målinriktat urval av organisation medan valet av deltagare var ett slumpmässigt urval vilket resulterade i åtta respondenter (n= 8). Studien var en kvalitativ fallstudie med ett psykologiskt angreppssätt och innehöll en ostrukturerad intervju som tillsammans med dokumentation utgjorde intervjuguiden för den primära datainsamlingen genom åtta semistrukturerade intervjuer med medarbetarna. Fördelningen av urvalet var fyra kvinnor och fyra män med varierade yrkesroller inom en bemanningsdivision. Både den ostrukturerade intervjun och de semistrukturerade intervjuerna analyserades med hjälp av analysmetoden tematisk analys. Studiens resultat visade att BA:s interna Employer Branding och medarbetarnas upplevelser i stora drag överensstämde. Värderingar och interna karriärmöjligheter var centrala aspekter som både organisationen och respondenterna belyste.

Thesis (MBA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: Within the service industry, the brand is portrayed directly through the people within the organisation. Employees operating by the company’s central value system will live the values of the brand in their daily activities. A company that focuses on aligning their brand values and company culture as a strategic differentiator will be in a position to gain a competitive advantage. This study was conducted within Hollard Namibia and investigated if an alignment exists between the brand values and company culture and if so, to what extent. The investigation comprised a literature study on the alignment between brand values and company culture and included the concepts of organisational culture, models on organisational culture, brand as an equity, brand values, and brand alignment. Quantitative research methodology was applied to evaluate the existence of an alignment. A questionnaire designed by the Barrett Value Centre was used to collect the data. The results of the survey would then illustrate if there is an alignment and if it can be used as a strategic differentiator. The research proved that aligning your brand values and company culture can be used as a method to enhance an organisation’s competitive advantage and create successful future sustainability. This strategic alignment focus is not a once-off action plan. As the business changes, so must the values be amended to follow the changing demands of the employees and the industry it services. The research also proved that the stagnated gross profit margins in Hollard can be due to the absence of an active internal branding process within the organisation. After finalising the research assignment, it was concluded that the personal values, current cultural values and desired culture values of Hollard’s employees differ from each other. A high level of entropy was found and there was only a small alignment between the brand values and organisational culture within the organisation. The study recommends that the leadership team of Hollard Namibia develops and implements a strategic brand value awareness programme. This strategic plan must incorporate a culture of employee centricity within the organisation. Hollard Namibia (Pty) Ltd will maintain and extend its competitive advantage if it implements the suggested changes.

Syfte och forskningsfråga Syftet med studien är att undersöka hur det maktskifte från institution till individ som uppstått av sociala medier förändrat förutsättningarna för branding av livsmedelsproducerande företag. Vidare är det vår avsikt att tydliggöra på vilka sätt förutsättningarna i sociala medier kan hanteras i ett imageförstärkande syfte. Med detta syfte i åtanke formuleras forskningsfrågorna enligt följande:   1. På vilka sätt har arbetssättet inom branding för producentföretag i livsmedelssektorn påverkats av maktskiftet?   2. Hur påverkar kunders makt i sociala medier betydelsen av branding för livsmedelsproducerande företag?    Metod Uppsatsen är utformad efter en kvalitativ branschstudie. Ansatsen bygger på ett växelspel mellan deduktion och induktion. Den empiriska datan utgörs av nio semistrukturerade intervjuer med experter inom området.    Slutsatser Studiens resultat har identifierat ett antal karaktärsdrag och aktiviteter som krävs för att ur ett branding-perspektiv hantera kundens ökade makt i sociala medier. De delas in i tre övergripande huvudområden: lyhördhet, det sociala varumärket och transparens. Studien visar även att de tre huvudområdena behöver integreras med varandra för att uppnå sitt syfte. Vidare har resultatet visat att termen branding behöver omdefinieras för att anpassas till sociala medier. I sin nya innebörd, som innefattar både företagets och kundens insatser, visar det sig att branding i hög grad är betydelsefullt för företag.

Syftet med vår studie är att öka förståelsen för hur personer inom HR arbetar strategiskt med Employer Branding för att attrahera och säkerställa behovet av ingenjörer samt hur arbetet påverkar organisationens utveckling. Vi har genomfört en kvalitativ studie med hermeneutisk ansats och har intervjuat sammanlagt sju respondenter från tre olika ingenjörsföretag. Utifrån intervjuerna kunde vi genom hermeneutisk analysmetod kombinerat med tematisk analysmetod utvinna fyra huvudteman med tillhörande subteman. Resultatet visar på att företagen arbetar proaktivt med att attrahera och skapa intresse för ingenjörsyrket. Det har framkommit att värderingarna utgör en viktig del för att differentiera företag på arbetsmarknaden och att dessa bör integreras i företagens Employer Branding arbete. Vidare visar studien att arbetet med Employer Branding ska gå i linje med företagets affärsstrategi och mål och att det ska genomsyra hela organisationen.

This research was conducted to seek answers to these questions: 1. To what extent could historic properties in the city represent a place brand image of that city in the early twenty-first century? 2. Could historic preservation be an effective tool for place branding? Contemporary cities in the world fiercely compete with others nowadays, so cities have wanted to distinguish themselves from others. This phenomenon has encouraged cities to use a conventional commercial marketing strategy, branding. When branding is used to promote a place, we call it place branding. If a fundamental aim of place branding is to distinguish one city from another, the notion of place branding would be closely related to the discussion on contemporary historic preservation's role in urban development. The common target market of twenty-first-century cities is talent, who, in turn, will be a magnet for global industry. As the talent tends to seek diverse urban life, cities have actively made efforts to revitalize and market their downtowns. In this regard, historic preservation can help cities retain their unique character and diversity of urban fabric in downtown areas. Consequently, historic preservation can provide cities a foundation upon which they can develop their unique place brands that attract talent. At the same time, historic properties can be used as a marketing resource for place branding. In addition to the theoretical discussion on the potential for historic preservation as a place branding tool, this thesis incorporates an empirical study on relocation guides officially published by Texas cities, including Austin, Houston, Fort Worth, and San Antonio. This study aims to investigate where, how, and to what extent historic properties are represented in the official marketing publications. / text