Background: Employer Branding is a relatively new concept stemming from concepts of HRM, however, the conceptualization has not yet been applied to current changes arising with the COVID-19 virus. Ambler and Barrow (1996) introduced their three-dimensional framework. where they divided benefits employees could get from a company into three different pillars, economic, psychological, and developmental. However, the literature lacks the application of this concept to the technology industry during COVID-19. Purpose: To provide insight into how HR professionals can attract highly skilled talent post-COVID-19 pandemic and investigate how the requirements of the tech professionals have changed Method: This study follows an interpretivism paradigm with an inductive research approach. Furthermore, a qualitative design is applied through a multiple case study in an epistemological assumption. Thereby semi-structured interviews were conducted with HR professionals, as well as highly skilled workers in the technology industry. Conclusion: The collected data highlights the importance and change of employer branding before and after the pandemic. Results of this study have shown that monetary benefits are less valued since COVID-19, drawing importance to developmental and psychological benefits, such as good company culture. The ability to work remotely has become a determinant factor for prospective job applicants in their job search.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-60853 |
| Date | January 2023 |
| Creators | Persson, Ellen, Fredriksson Stark, Tintin, Scheible, Mercedes |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| 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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