“The War for talent” – the fight for talented people, that can improve an organisation’s performance – is getting tougher every day. This study focuses on the topic of employer branding, which is becoming a popular “weapon” in this battle. Private organisations, being used to applying marketing principles, have already discovered this tool. However, the public sector, with a lack of marketing experience, is perceived to have a weaker employer brand. This is why this study has been conducted with regards to public administrations. The aim of this paper has been to uncover potentials within a public organisation, that could be used to highlight the advantages of a public employer.In order to build a framework for the problem, a literature review, considering theoretical concepts about the “War for talent”, the employee value proposition and employer branding has been carried out. To gain a deeper understanding of the matter, qualitative research in the form of semi-structural interviews has been executed using the case of a Swedish municipality. Further empirical ascertainment has been achieved by reviewing recently used job advertisements.The analysis of the data has shown that the municipality’s employer brand image is perceived as rather weak, however, there are strong indicators for potential within the organisation. It is possible to say that the conveyed employer brand image is not congruent with the brand identity.Moreover the analysis of the employee value proposition has shown factors that can help to narrow the target group of applicants. One significant result considering this issue is the highlighting of social responsibility as one of the more prominent potentials.Keywords: The war for talent, employer branding, employee value proposition, public administration, recruitment
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-12407 |
| Date | January 2011 |
| Creators | Tieu, Anna, Deppe, Christine |
| Publisher | Linnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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