The internal marketing concept speciefies that an organization's employees is its first market. The demands on companies to meet employee needs increases with the skills and knowledge employees possess, which acts as a competitive advantage. The internal marketing terms "Employer Branding" and "Employer Attractiveness" are still considered to be underdeveloped. Employer Branding refers to the process of marketing that companies use to target desired employees and retain current employees. To find and attract the right work force effectively, companies are required to have a strong Employer Brand. The IT consulting industry shows that job seekers have more power than employers, which creates a intense competition for labor. The aim of this study is to examine how employees at an IT consulting firm perceive the organization's Employer Brand along with what the company's recruitment target market is seeking in a potential employer. Based on a theoretical model; Employer Brand Predictive Model and with the help of two empirical studies, research can demonstrate whether or not the IT consulting firm’s existing Employer Brand is considered to be compatible against recruitment target market’s conditions. The study shows empirical indications that the IT consulting firm’s lacks external brand awareness and absence of a clear strategic aim for selecting the appropriate recruitment target market. / Det interna marknadsföringskonceptet anger att en organisations anställda är deras första marknad. Kraven på företag att uppfylla anställdas behov ökar i och med den kompetens och kunskap de besitter vilket utgör en konkurrensfördel. Inom intern marknadsföring är begreppen ”Employer Branding" och "arbetsgivarens attraktionskraft" fortfarande underutvecklade. Employer Branding hänvisar till den process av marknadsföring som företag använder sig av för att attrahera en önskad målgrupp och behålla personal. För att hitta och attrahera rätt personal krävs det att företagen har ett starkt Employer Brand. IT-konsultbranschen visar på att arbetssökande har mer makt än arbetsgivare, vilket skapar en tydlig konkurrens om arbetskraft. Denna studie undersöker hur medarbetarna på ett IT-konsultföretag uppfattar organisationens Employer Brand samt vad företagets rekryteringsmålgrupp söker hos en potentiell arbetsgivare. Utifrån en teoretisk modell; Employer Brand Predictive Model och med hjälp av två empiriska undersökningar kan studien påvisa om IT-konsultföretagets existerande Employer Brand anses vara homogen gentemot rekryteringsmålgruppens villkor. Studien visar empiriska bevis på IT-konsultföretagets brist av extern varumärkeskännedom samt avsaknad av en tydlig strategisk avgränsning för val av rekryteringsmålgrupp.

The main aim of the thesis is to explain the essence and benefits of using a marketing approach, tools and means for the area of human resources and analyze the content and interdependence of two parts of HR marketing, external and internal. Thesis has also the ambition to apply the theory of brand building on the specific case of employer brand. Part of the thesis forms research on FMCG company Nutricia, which should show what the company does for its HR marketing and how it is perceived as an employer both on the internal and external labor market. The principal methods of work includes analysis of Czech and foreign literature and papers on the theme. Materials provided by Nutricia and written questionaires were analyzed in the practical part of the research. The conclusion sums up the benefits of marketing aproach to HR, its coherence within the general framework of marketing mix and current actual state.

This study is based on the case of the Swedish Armed Forces (SAF) since the organization has struggled with its recruitment and brand building. The purpose of the study is to approach the coherence between brand image and brand identity through an employer branding perspective. More specifically, it aims to explore how this interplay might influence the employer attractiveness of an organization. The research is based on a qualitative case study. Furthermore, previous research regarding brand identity, brand image and employer branding constitutes the basis of the developed conceptual model. The empirical material was gathered through semi-structured interviews with current SAF employees and semi-structured focus groups with potential employees. Findings indicate the brand image did not cohere with the brand identity and that the potential employees had a more negative perception of the employer. However, the potential employees’ who had relatives who work for the SAF had a positive attitude towards the organization and perceived the workplace as more attractive. This study has contributed with an additional perspective on employer branding since there is little research within the field.

Researchers and practitioners have both acknowledged the importance of attracting the right employees. The study aims to explore and analyze how Swedish gaming start-ups attract talent. The authors investigated eight gaming companies based in Sweden, conducting semi-structured interviews with founding team or management team that were responsible for talent attraction in their respective companies. Study draws on theory of employer brand and examines how game development start-ups overcome their challenges in employee attraction context. Results of the research show that most gaming companies offer variety of employment benefits described in employment brand theory, but for them to have a competitive advantage, they should incorporate innovative new ideas in talent attraction. We propose an ‘employer innovation matrix model’ that can be a strategic talent attraction planning tool for companies.

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Since the competition on the market regarding standing out as an organization and as an employer, creating a good reputation is more important than ever.  Knowledge regarding how to attract potential employees is vital for organizations. This to be able to differentiate themselves from their competitors with an advantage. The research area regarding employer branding and employer value proposition has developed since Ambler and Barrow (1996) first minted the concept, but it is still important to contribute with further studies. The purpose of this study was to contribute with more knowledge regarding the components of organizations EVP’s and how they communicate this to potential employees. Further, the study had a descriptive purpose with a qualitative approach, and it was deductive. This was achieved by interviewing six different respondents from six different audit firms active in Sweden. The interviews were semi-structured, recorded and transcribed. The collected empirical data showed that the components included in audit firms EVP’s are compensation, benefits, work content, career, affiliation and they choose to communicate work content, career, and affiliation. The main communication channels used to communicate their EVP’s to potential employees are social media, LinkedIn, their own websites and on-campus marketing.   Keywords: Employer brand; Employer branding; Employer value proposition; Marketing communication; Promotion

<p>In todays business environment there is an increasing recognition that human resources are a valuable asset to distinguish a company from its competitors. This tendency, in combination with increasing job mobility among employees and an ongoing demographic change, has turned the labour market into a competitive arena.</p><p>Employer Branding and Talent-Relationship-Management are two fairly new concepts in the area of Human Resource Management, which have the aim to differentiate companies on the labour market and to support them effectively in their endeavour to approach, acquire and retain the most talented employees.</p><p>In this study, the internal and external determinants, which form an appealing employer brand are investigated. A conceptual framework is first constructed and later modified in the lights of the empirical findings gained through four conducted interviews with four large organizations. In contrast, a deeper insight in the prioritisation of different TRM elements is gained by means of a quantitative study among university graduates and international scholarship holders.</p><p>The major findings outline that there is a continuous challenge in creating a level of consistency in favour of a credible employer brand message. Furthermore, it becomes apparent that a change or adoption of the employer brand in the short-term is difficult due to the culture and values of the respective organization. In addition, the employer brand plays an important role in preventing unplanned impulses, which result out of negative impacts from the business environment.</p><p>The comparison of the major findings among the different groups within the quantitative study shows that the instruments ‘Information about vacancies’, ‘Scholarship’, ‘Company Workshops’ as well as ‘Exclusive Information’ are among the most valued ones in comparison with ‘Periodical Services’, ‘Personalized Websites’ or ‘Giveaways’, which most respondents do not perceive as interesting.</p>

In todays business environment there is an increasing recognition that human resources are a valuable asset to distinguish a company from its competitors. This tendency, in combination with increasing job mobility among employees and an ongoing demographic change, has turned the labour market into a competitive arena. Employer Branding and Talent-Relationship-Management are two fairly new concepts in the area of Human Resource Management, which have the aim to differentiate companies on the labour market and to support them effectively in their endeavour to approach, acquire and retain the most talented employees. In this study, the internal and external determinants, which form an appealing employer brand are investigated. A conceptual framework is first constructed and later modified in the lights of the empirical findings gained through four conducted interviews with four large organizations. In contrast, a deeper insight in the prioritisation of different TRM elements is gained by means of a quantitative study among university graduates and international scholarship holders. The major findings outline that there is a continuous challenge in creating a level of consistency in favour of a credible employer brand message. Furthermore, it becomes apparent that a change or adoption of the employer brand in the short-term is difficult due to the culture and values of the respective organization. In addition, the employer brand plays an important role in preventing unplanned impulses, which result out of negative impacts from the business environment. The comparison of the major findings among the different groups within the quantitative study shows that the instruments ‘Information about vacancies’, ‘Scholarship’, ‘Company Workshops’ as well as ‘Exclusive Information’ are among the most valued ones in comparison with ‘Periodical Services’, ‘Personalized Websites’ or ‘Giveaways’, which most respondents do not perceive as interesting.

Inom kunskapsbaserade yrken är det viktigt att rekrytera kompetent personal. Med hjälp av employer branding ökar möjligheten för företag att stärka sin attraktionskraft mot framtida potentiell arbetskraft. Syftet med denna uppsats är att undersöka samt att jämföra hur Deloitte, KPMG, Öhrlings PricewaterhouseCoopers samt Ernst &amp; Young marknadsför sig som arbetsgivare mot Uppsalas ekonomistudenter. Fokus ligger på hur företagens frontpersoner, samt de evenemang företagen genomför, påverkar företagens attraktionskraft. Utifrån employer branding-teorier och med hjälp av intervjuer med studentkoordinatorerna på de undersökta företagen samt en undersökning av företagens evenemang har slutsatser dragits kring hur dessa faktorer påverkar hur attraktivt ett företag, enligt Universums Företagsbarometer, är hos ekonomistudenter på Uppsala universitet. Undersökningen visar att en stark studentkoordinator kan hjälpa företaget att klättra på rankingen, men också skada det långsiktiga employer branding-arbetet. Evenemangen i sig visar sig vara av mindre betydelse än de frontpersoner som representerar företagen i mötet med studenterna.

Employer branding has become an increasingly popular subject among practitioners. In order to gain competitive advantage it is claimed that companies should hold the best employees. However, in this thesis it is argued that the purposes of employer branding and HRM are strikingly alike, since they both aim to attract and retain employees. Earlier research lacks to explain how companies work with employer branding. Therefore, it is reasonable to wonder how employer branding is practiced and whether employer branding contributes something of value to the company, especially to HRM. Thus, the purpose of this study is to investigate whether employer branding contributes to HRM regarding attraction and retention of employees. A qualitative case study was conduced and the findings show that employer branding can contribute to HRM by: (1) giving HRM incentives to approach the whole spectra of employees; potential, current as well as former employees, (2) facilitating the maintenance of the corporate culture and (3) enabling a way for HRM to take a strategic approach.