Den svenska arbetsmarknaden lider av en strukturell brist av IT- kompetens. Situationen börjar väcka oro bland myndigheter och privata aktörer samtidigt som att attrahera och behålla kompetenta IT- kandidater är en nödvändighet för många av dagens IT-organisationer. Denna kvalitativa studie hade 8 respondenter och syften var att erbjuda rekryterare och andra intresserade aktörer en större förståelse för kandidaternas upplevelser under rekryteringsprocesserna. Studien gav stöd till att en stark och realistisk arbetsgivarvarumärke kan leda till högre förväntningar och attityder av engagemang och inlevelse som kan löna sig långsiktigt. Trots att tidigare forskning belyser att RJP har en bättre effekt efter anställning, uppmärksammar denna studie att kandidaternas intresse för organisationens grad av ärlighet och stabilitet innan anställning ger stöd till att fortsatt forskning inom RJP kan vara vinstgivande för både organisationen och kandidaten.

Due to the globalization in the world the labour market has become more competitive. This study turns to the labour market in Sweden where there has noticeably been a lack of competency regarding engineers and project leaders in the technical industry. In recent times organizations have begun working more actively with empowering their employer brand and the strategies around it, to become more attractive on the labour market. The term employer branding has therefore become more current today to attract the best talents. Employer branding is the work that saturates the whole organization towards becoming an attractive workplace where employees want to stay and potential employees want to be a part of. The aim of the study is to investigate how individuals within the engineering and project leader business think about regarding the choice of an employer. Throughout the study, several aspects have been investigated: the recruitment process and the experiences of it, what makes an employer attractive, expectations of an employer, on what basis employees are staying in an organization and thoughts around marketing. The empirical material has been analyzed with coding of the interviews together with research on employer branding. Theories such as Maslow’s hierarchy of needs and KASAM (theory of employer's needs  for  belonging)  have  been  applicated,  compared  and  discussed  to  the  result.  The empirical material is gathered by eight semi-structured interviews with a range of engineers and project leaders in different employment levels. The result of the study showed the importance of employer branding and that a strong brand and reputation affects and attracts potential employees and makes existent employers stay within the organization. The aspects that attracts engineers and project leaders are very similar but differs in a small extent regarding the size of the company and work tasks. Some central elements that attracts potential employees are opportunities for development, variation in work assignments, good reputation and the knowledge that the organization take care of their employers by offering support and well-being.

Purpose: The purpose of this study is to investigate what experienced professional engineers value regarding work related factors and what makes them stay in an employment and in an organization. Theory: The theory used is derived from relevant research regarding work life science and was divided into several parts. The first part contains research about Employer Branding and how employers can use strategies to attract candidates and retain current employees. The second part concerns turnover intentions which is used to examine whether there are relationships between work-related factors that professional engineers believe they have in their workplace and their intentions to stay. The third part embraces Model of retention which contains eight work-related factors which are divided into organizational- and job level. These eight work-related factors shows to have impact on retention of professional workers. Some items were added from Bloom Live Connect Grow Employer Branding framework to complete the ability to measure retention levels. At last we used theory regarding employee engagement to predict the target group’s engagement level to see if it had significant impact on retention of experienced professional engineers. Methodology: A cross-sectional quantitative approach was used in this study and a questionnaire was sent out to 301 experienced professional engineers that had an employment within a global industrial enterprise. Approximately 158 experienced professional engineers completed the survey which lead to a responding frequency of 52,5 % percent. Findings: The result of the study showed that almost all 26 items tested out of Model of retention scored high means. Therefore they proved to be important for the maintenance of professional engineers to make them want to remain in an employment and in an organization. The only work-related factor that showed statistical significance from the regression analysis performed was compensation. Another interesting disclosure found was that the target group proved to be engaged, but nevertheless, there was a greater intention to leave than to remain in the workplace. Practical implications: It is important for employers to pay attention to the results of this study when shaping workforce strategies to become competitive as an employer. Social implications: Engineers are a sought-after target group in the labor market and therefore it is important for employers and HR-departments to work with strategies regarding remaining valuable competences such as experienced professional engineers to ensure the future of the organization.

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.

This diploma thesis is focused on application of marketing instruments in personal management of large companies. It is divided into two parts -- theoretical and practical. There are basic principles of functioning of personal marketing described in the theoretical part. Practical part is also divided into two parts -- in first of them there are comparated some personal marketing activities of large companies on czech personal market. In the second part there is the evaluation of questionnaire, which should demonstrate how marketing activities of personal managers meet the requirements of potential, or current employees, or what personal managers have to focuse on.

The main goal of the thesis is to analyse the current situation of Nestlé Career Counselling program and make proposals which would lead to the increasing quality of this program. The thesis also stated to secondary aims. The thesis is structured into a theoretical and a practical part. The theoretical part of this thesis aims at mapping the theoretical background of Career Counselling. It is divided into two chapters. The First chapter describes the theoretical framework of Career Counselling including history of Career Counselling and Current Situation also describing the characteristics of Generation Y. The Second chapter describes Types of Career Counselling concentrating on Institutional and Corporate Career Counselling. The Practical part is also divided into two chapters. First the company Nestlé is described, including also the history and Nestlé needs youth initiative. The Last chapter deals with Nestlé Counselling, the development of the program is mapped and analysed. Furthermore, the analysis of statistical date and students´ survey were conducted. Finally, the SWOT analysis of the program is done and there have been made proposals for the year 2016.

The lack of highly educated medical personnel is increasing in small municipalities which therefore makes it interesting to investigate how Region Västerbotten takes into account that they have three hospitals in different municipalities to recruit for. The purpose of this study was to understand how the region communicate in their recruitment communication together with how this communication is decoded by nursing students and medical students. We also aimed to investigate how the students perceive the regions brand in general and therefore Reception Analysis was used in combination with Rhetorical Analysis. We have gathered the material for the analysis by interviewing students and by choosing recruitment material from the region's website and LinkedIn page. The theoretical framework has its point of departure in the field of promotional culture and focuses on the meaning of place branding, employer branding, decoding and the concept of reception. Previous research review communication in public sector and branding in public sector along with its difficulties. The study concludes the relevance of communicating the place brand in combination with the employer brand to create awareness and attractivity for a hospital in a smaller municipality. It was also shown that the communication for the university hospital, which is placed in a bigger municipality, did not include any place branding but instead was built up on authority and credibility. Another finding is also that the employment experience must be clearly stated in the recruitment ad for the student to gain interest in the workplace, they also appreciated when the communication addressed them by using words like you. Therefore, it is essential to incorporate PR and relationship-building communication throughout recruitment. Based on the results of this study we also draw the conclusion that there is a complexity in communicating a uniform brand for three hospitals situated in municipalities of different sizes.

Sveriges luftvärn står inför stora utmaningar vilka till stor del har orsakats av ett förändrat omvärldsläge med större osäkerheter. Osäkerheterna har i sin tur lett till att efterfrågan på förmågan luftvärn ökat och getts mer utrymme i samhällsdebatten. Konsekvensen av detta är att nya system ska införas, både på verkanssidan, bland ledningssystemen och bland sambandssystemen. Samtidigt ska en återaktiverad värnplikt implementeras och utgöra grunden för den framtida rekryteringen. Slutligen skall även de gamla systemen vidmakthållas med tillräckligt hög tillgänglighet, både gällande personal- och materieltillgång, så att de kan ingå i försvaret. Den beskrivna situationen innebär att ett avsevärt tekniksteg skall tas. Utmaningen denna studie fördjupar sig i behandlar organisationens förutsättningar att lyckas rekrytera tillräckligt många och tillräckligt duktiga ungdomar med förutsättningar att kunna underhålla denna teknik. Studien inriktas på värnpliktiga med tekniska befattningar och med en bakgrund i teknikinriktat studieförberedande gymnasieprogram. De är en eftertraktad kategori individer på den svenska arbetsmarknaden och många företag deltar i jakten på deras kompetens. Studien har genomförts kvalitativt genom djupintervjuer med individerna. Resultatet av empirin har sedan lett fram till slutsatserna att Försvarsmaktens marknadsföring inte träffar den beskrivna målgruppen. De individer vilka är avgörande för om organisationen kan klara sina uppgifter i framtiden känner endast vagt till Försvarsmakten och förknippar den inte med en teknisk yrkeskarriär. Samtidigt har det visat sig att den främsta påverkanskällan, deras föräldrar, är dåligt insatt i vad en fortsättning efter värnplikten kan innebära. Avgörande för hur den här kategorin individer väljer anställning är hur pass väl deras intressen och visioner passar in på det de uppfattat att Försvarsmakten erbjuder. Detta sammantaget skapar stora osäkerheter kring myndighetens förutsättningar att klara den framtida personalförsörjningen. Hur skall luftvärnet attrahera denna relativt lilla grupp med teknikintresserade ungdomar för att lyckas med en kraftig tillväxt och ett stort tekniksprång samt även behålla äldre materiel i drift? / The ground-based air defence of Sweden face some dire challenges in the near future. These have been caused by multiple converging reasons, the foremost of these being a change in the strategic situation in and around the Baltic Sea. This change has led to a publicly increased demand for army organic, ground based air defence capabilities. This in turn means that the government has ordered new systems to be introduced, both missile systems for intercepting airborne threats, new command and control systems and lastly, new communication systems. Parallel to the described shift in technology, recruitment through conscription has been rein­stalled. The last part of this complex situation is comprised of maintaining all of the legacy systems for use by the national defence forces. Taking such a large technological step raises demands of recruiting a large amount of techno­logically interested young people. The aim of this study is to broaden the understanding of Sweden’s ability to succeed with this endeavour. We have interviewed conscripts during their basic training to become mechanics and maintenance personnel at the Lv 6 regiment in Halm­stad. All our subjects have attended upper school and studied technology intended for pre­paring them for higher education. They are attractive to the general employment market and must be won in the battle for talent. This study has been designed using qualitative methods mainly comprised of individual inter­views. The results from these interviews have been analysed using an inspired by grounded theory approach. Our results have then been analysed a second time on an organisational level and compared to findings in the area of Employer branding. Our main findings are that marketing and informational campaigns, carried out by the Swe­dish armed forces aren’t aimed towards this category of young people. They have no prior experience of the armed forces and the messages sent out are not registered by our subjects. Our study indicates that the parents and closest family project a large amount of influence on these young people. Sadly, this category of influencers also lacks knowledge and information about the armed forces. The studied category of young people chooses their employers through how well their interests match with the perceived job offering. All of this taken in mind raises a question of the ability to succeed with recruitment goals for this category of youths.

This thesis deals with the application of human resource marketing methods in social enterprises. Its aim is to find out how human resource marketing is implemented in social enterprises and what methods of internal and external human resource marketing are used by the social enterprises under study. The thesis describes the specifics of social entrepreneurship and social enterprises, individual methods of human resource marketing, phases of staff planning and distinguishes between the concepts of human resource marketing and employer branding. The empirical part uses a semi-structured interview and a questionnaire for research and is based on the experience of human resource managers with the application of human resource marketing and on the perception of its application by the employees of the enterprise. It describes the weaknesses and strengths of the methods and differences between the enterprises under study. The output is also a recommendation for human resource managers and a comparison of human resource marketing methods used in the enterprises under study with those described in professional publications.