Home >Documents >Employer Branding Report

Employer Branding Report

Date post:07-Aug-2018
Category:
View:213 times
Download:0 times
Share this document with a friend
Transcript:
  • 8/20/2019 Employer Branding Report

    1/39

     

    Företagsekonomiska institutionen

    Kandidatuppsats HT 2012

    Johanna Jonze & Hedvig Öster

    Handledare: Katarina Hamberg Lagerström

    Inlämningsdatum: 17 januari 2013 

    EMPLOYER BRANDING IN HUMAN RESOURCES

    MANAGEMENT

    - The Importance of Recruiting and Retaining Employees

  • 8/20/2019 Employer Branding Report

    2/39

      Abstract

    II

    Abstract 

    Problem: Companies are facing problems concerning the attraction and retention of talented

    employees, due to the shortage of individuals with competence. Employer Branding is a

    relatively new concept that can function as an instrument for firms to position themselves as

    an employer, in order to attract and retain wanted employees.

    Purpose:  The purpose of this thesis is to examine the field of Employer Branding in the

    context of recruitment and retaining. The study examines the questions of how and  why

    Employer Branding is implemented in firms and what role such implementation plays in

    Human Resource Management, in the context of recruitment and retaining processes.

    Methodology: This study has been made with a qualitative approach, with a descriptive and

    exploratory purpose a case study approach. Data has primarily been collected through

    interviews at five different companies with knowledge within the area of Employer Branding.

    Findings: Employer Branding can be utilized both externally to attract potential employees,

    and internally to increase commitment and loyalty among current employees. In the context of

    recruitment, Employer Branding can make the process more effective. For the Employer

    Brand to be trustworthy and successful the consistency between the internal values and the

    external image is vital.

    Key Words:  Employer Branding, Employer brand, Human Resources, Human Resource

     Management, Recruiting, Retaining

  • 8/20/2019 Employer Branding Report

    3/39

      Acknowledgement

    III

    Acknowledgement

     

    We have heard nightmare stories of people writing their bachelor thesis. The need of

    changing subject one, two or even three times. Empirical studies that turned out to be no

    studies at all and the need of re-writing theory a week before the final hand-in. We can

    happily say that we have avoided such crises and that our work has been very pleasant. This is

    to a great extent because of our informants, who have been very cooperative and given us

    quick answers and great insight of the subject.

    We would like to send our biggest thanks and respect to our supervisor Katarina Hamberg Lagerström for her support, straight forward criticism and her dedication to our work.

    Without her feedback, this course would not have been nearly as rewarding and fun as it has

     been.

    Also we would like to acknowledge the great deal of free coffee that we have consumed

    during this semester and the lack of red marks and noisy groaning we have been able to avoid.

    Furthermore, we would like to thank our opponents Josefine Lindström and Hanna Zetterberg for their time and effort to give us constructive criticism, and last but not least, our friends and

    family for their input and willing to proofread.

    We would also like to send a special thanks to our secret friend in Gothenburg.

     ______________________________ ______________________________

    Hedvig Öster Johanna Jonze

  • 8/20/2019 Employer Branding Report

    4/39

      Table of Content

    IV

    1. Introduction ........................................................................................................................................1 

    1.1 Background and Problematization ................................................................................................1 

    1.2 Research purpose...........................................................................................................................3 

    1.3 Thesis Disposition ..........................................................................................................................4 

    2. Conceptual Framework .....................................................................................................................5 

    2.1 The Employer Brand as an Instrument ..........................................................................................5 

    2.2 Definitions of Branding and Employer Branding ..........................................................................6  

    2.3 Positioning in the Area of Human Resources ................................................................................7  

    2.4 Characteristics of Successful Employer Brands ............................................................................8 

    2.5 Functional and Symbolic Benefits..................................................................................................8 

    2.6 Realistic Promises ..........................................................................................................................9 

    3. Methodology......................................................................................................................................10 

    3.1 Research Approach ......................................................................................................................10 

    3.2 Research Design...........................................................................................................................10 

    3.2.1 Case Study ............................................................................................................................10 

    3.2.2 Research Sample...................................................................................................................11 

    3.3 Data Collection ............................................................................................................................13 

    3.3.1 Primary Data .........................................................................................................................13 

    3.3.2 Secondary Data .....................................................................................................................14  3.4 Data Analysis ...............................................................................................................................14 

    3.5 Research Limitations and Quality of the Study............................................................................15 

    4. Empirical Findings ...........................................................................................................................16 

    4.1 Definition of Employer Branding.................................................................................................16  

    4.2 Importance of Employer Branding in the Recruitment Process ..................................................16  

    4.3 Implementation of the Employer Branding Strategy....................................................................18 

    4.4 Employer Proposition and Communication.................................................................................19 

    5. Analysis..............................................................................................................................................21 

    5.1 Definition of the Concept .............................................................................................................21 

    5.2 The Purpose of Employer Branding.............................................................................................22 

    5.3 Human Resources’ Role and Responsibility ................................................................................22 

    5.4 Realistic Employer Propositions..................................................................................................23 

    5.5 Characteristics of Strong Employer Brands ................................................................................25 

    6. Conclusion .........................................................................................................................................27 

    6.1 Concluding Remarks ....................................................................................................................27  

    6.2 Research Contributions................................................................................................................28 

  • 8/20/2019 Employer Branding Report

    5/39

      Table of Content

    V

    6.2.1 Managerial Implications .......................................................................................................28 

    6.2.2 Impact on Existing Field of Research and Suggestion for Further Research .......................28 

    References .............................................................................................................................................30 

    APPENDIX – INTERVIEW GUIDE..................................................................................................34 

  • 8/20/2019 Employer Branding Report

    6/39

  • 8/20/2019 Employer Branding Report

    7/39

      Chapter 1. Introduction

    2

     branding to HRM, the c

Embed Size (px)
Recommended