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Employer branding som ett verktyg för att bryta könsstrukturer i organisationer : En kvalitativ studie av tre svenska kommuner / Employer Branding as a tool to break gender patterns in organizations : A qualitative study of three Swedish municipalities

In this thesis we present a qualitative study of Employer Branding through a perspective of gender. We examine the awareness of Employer Branding as a tool to break gender patterns in female and male dominated administrations in three Swedish municipalities. Six recruiters people were interviewed, including three pre-school managers and three managers of technical administrations, to see if there are any differences or similarities between the organizations’ Employer Branding to break gender patterns. In addition to the interviews, the Web pages of these three municipalities were investigated through a contextual perspective. We found that our interviewees do use Employer Branding, but that they were not necessarily aware of its’ meaning. The study does also show that the awareness of gender patterns differentiated between the female and male dominated administrations. Our investigation of the Web pages shows that only one of the municipalities used their Web site in their Employer Branding process.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-32253
Date January 2014
CreatorsLundqvist, Elin, Ström, Lisa
PublisherKarlstads universitet, Handelshögskolan, Karlstads universitet, Handelshögskolan
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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