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Den offentliga sektorn och dess employer branding: En studie med fokus på högskolestudenters perspektiv på den offentliga sektorn som en potentiell arbetsgivare
University of Skövde, School of Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The public sector and its employer branding : A survey with focus on university students’ perspectives regarding the public sector as a potential employer (English)
Abstract [sv]

Sveriges generationsväxling på arbetsmarknaden kommer innebära nya rekryteringsbehov för samtliga arbetsplatser. Inom den offentliga sektorn lär det behövas rekrytera upp mot en halv miljon medarbetare fram till år 2020. I dagsläget råder det redan brist på medarbetare inom den offentliga sektorn och kan behöva anpassa sin employer branding strategi för att attrahera nya potentiella medarbetare. Nya potentiella medarbetare som ska inträda på arbetsmarknaden inom snar framtid är högskolestudenter. Eftersom den offentliga sektorn har begränsningar i att konkurrera genom högre löner, krävs det istället satsningar på symboliska attribut så som organisationskultur och värderingar.

Syftet är undersöka utifrån högskolestudenters perspektiv hur den offentliga sektorn kan använda sig utav employer branding och dess brand attribut för att attrahera nya potentiella medarbetare. Detta uppnås genom en utförd kvalitativ studie där tio högskolestudenter intervjuas. Denna metod användes för att fånga respondenternas uppfattning och erfarenheter vad gäller den offentliga sektorn som en potentiell arbetsgivare.

Studien har bidragit med att den offentliga sektorn bör utvärdera dess employer branding och de egenskaper som utlovas och om dessa verkligen hålls. Brister detta så brister även den sociala identifieringen som en gång skapade attraktion och detta skapar ett initiativ till dåliga rykten. Vidare har viktiga attribut identifierats så som värderingar, organisationskultur, arbetsförhållanden, karriärutvecklingsmöjligheter men också lön har fått en plats bland de viktigaste attributen. Högskolestudenters inställning gentemot den offentliga sektorn baseras både på egna erfarenheter och familj eller vänners erfarenheter samt sociala medier. Det blir därför viktigt att det som utlovas faktiskt hålls eftersom rykten bland en individs sociala krets/sociala medier kan påverka attraktionen av nya potentiella medarbetare. 

Abstract [en]

Sweden’s generation shift in the labor market will entail new recruitment needs for all workplaces. In the public sector, it is necessary to recruit up to half a million employees by 2020. At present, there is already a shortage of employees in the public sector and may need to adapt their employer branding strategy to attract new potential employees. New potential employees who will enter the labor market in the near future are college students. Since the public sector has limitations on competing through higher wages, instead it is required to make investments in symbolic attributes such as organizational culture and values.

The purpose is to examine from the perspective of college students, how the public sector can use employer branding and its brand attributes to attract new potential employees. This is achieved through a qualitative study in which ten college students are interviewed. This method was used to capture respondents’ perception and experience of the public sector as a potential employer.

The study has contributed that the public sector should evaluate its employer branding and the characteristics that are promised and whether these are really kept. Failure to do so also impairs social identification that once created attraction and this creates an initiative for bad rumors. Furthermore, important attributes have been identified such as values, organizational culture, working conditions, career development, but also that salary has become among the most important attributes. College students’ attitude towards the public sector is based on both their own experiences, family or friends’ experiences and social media. It is therefore important that what is promised is actually kept because rumors among an individual’s social circle/social media can affect the attraction of new potential employees.

Place, publisher, year, edition, pages
2019. , p. 78
Keywords [en]
Employer branding, brand personality, symbolic attributes, attraction, communication
Keywords [sv]
Employer branding, brand personality, symboliska attribut, attraktion, kommunikation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-17166OAI: oai:DiVA.org:his-17166DiVA, id: diva2:1326556
Educational program
Human Resources, Organization and Leadership
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-18 Last updated: 2019-06-18Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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