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Corporate social responsibility och employer branding: En studie av skillnader i organisationsattraktivitet mellan olika aspekter av CSR
University of Skövde, School of Business.
University of Skövde, School of Business.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Corporate social responsibility and employer branding : A study of differences in organizational attractivness between different aspects of CSR (English)
Abstract [sv]

Bakgrund: På dagens arbetsmarknad råder det en hård konkurrens om kompetent personal. Organisationer har sett potentialen i att utvidga marknadsföringens användningsområde och skapa ett arbetsgivarvarumärke, ett så kallat employer brand(EB). Corporate social responsibility (CSR)-innehåll i en platsannons har visats ha enpositiv inverkan på organisationsattraktivitet, vilket är en dimension av EB. En särskiljning mellan olika aspekter av CSR i en platsannons har dock inte gjorts. Denna uppsats tar således upp denna stafettpinne och undersöker dessutom hur CSR kananvändas i syfte att organisationer ska kunna stärka sitt EB i syfte att attrahera kompetentpersonal. Att finna implikationer gällande generation Y:s preferenser kring CSR i förhållande till val av arbetsgivare anses som ett steg närmare målet att attrahera ung kompetent personal och således även ett steg närmare hållbar human resourcemanagement (HRM).

Syfte: Att bidra med en vidare förståelse kring CSR:s betydelse i organisationers arbetemed att stärka sitt EB och på så sätt kunna attrahera kompetent personal i förhållande till individer inom en specifik kohort; generation Y.

Metod: Utefter studiens syfte valdes en kvalitativ forskningsmetod med mindre inslag av kvantitativ forskningsmetod. Fyra manipulerade platsannonser togs fram som undersökningsverktyg; en platsannons innehållande en lägre grad av CSR, en platsannons innehållande intern CSR, en platsannons innehållande extern CSR samt en platsannons innehållande en högre grad av CSR. Studien genomfördes med hjälp av tre experimentella fokusgrupper där respondenterna individuellt fick besvara tvåsvarsformulär. Vidare genomfördes en fokusgruppintervju med respektive experimentellfokusgrupp.

Slutsats: Attraktiviteten gentemot en organisation ökar när CSR-innehållet ökar. Indikationer på att individer tillhörande generation Y finner intern CSR, i förhållande tillextern CSR, mer attraktivt vid val av arbetsgivare. Vidare indikeras att organisationer kan använda CSR i kampen om kompetent personal, särskilt intern CSR för att differentierasig som arbetsgivare gentemot konkurrenter och således stärka sitt EB.

Abstract [en]

Background: In todays labor market, there is hard competition for competent staff. Organizations have seen the potential of expanding the scope of marketing and creatingan employer brand, a so-called employer brand (EB). Corporate Social Responsibility(CSR) content in a job advertisement has been shown to have a positive impact onorganizational attractiveness, which is a dimension of EB. However, a distinctionbetween different aspects of CSR in a job advertisement has not been made. This essayaddresses this lack of research and also examines how CSR can be used in order fororganizations to strengthen their EB, in order to attract competent staff. Findingimplications regarding Generation Ys preferences around CSR in relation to choice ofemployer is considered as a step closer to the goal of attracting young competent staff andthus also one step closer to sustainable human resource management (HRM).

Purpose: To contribute to a wider understanding of the importance of CSR in organizations' efforts to strengthen their EB, and thus attract competent staff in relation to individuals of a specific cohort; Generation Y.

Methods: In coherence with the purpose of the study, a qualitative research method was chosen with a hint of emphasis on quantitative research methodology. Four manipulatedjob advertisements were presented as a research tool; a job advertisement containing alower degree of CSR, a job advertisement containing internal CSR, a job advertisement containing external CSR, and a job advertisement containing a higher degree of CSR. The study was conducted using three experimental focus groups where respondents individually responded to two response forms. Furthermore, a focus group interview was conducted with each experimental focus group.

Conclusion: The attractiveness towards an organization increases as CSR contentincreases. There are indications that individuals of generation Y find internal CSRrelative to external CSR more attractive when choosing an employer. Furthermore, it isindicated that organizations can use CSR in the struggle for competent personnel,especially internal CSR, to differentiate themselves as employers against competitors,thus strengthening their EB.

Place, publisher, year, edition, pages
2017. , 84 p.
Keyword [sv]
Corporate social responsibility, intern CSR, extern CSR, employer branding, organisationsattraktivitet, generation Y, person organizational fit, signalteori
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-14213OAI: oai:DiVA.org:his-14213DiVA: diva2:1147719
Subject / course
Business Administration
Educational program
Human Resources, Organization and Leadership
Supervisors
Examiners
Available from: 2017-10-09 Created: 2017-10-07 Last updated: 2017-10-09Bibliographically approved

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Citation style
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