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Employer branding: Att attrahera kvinnor inom olika utbildningsfält
University West, Department of Social and Behavioural Studies, Division of Psychology, Pedagogy and Sociology.
University West, Department of Social and Behavioural Studies, Division of Psychology, Pedagogy and Sociology.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Employer branding : Attracting females within different educational backround (English)
Abstract [sv]

Arbetsmarknaden ser i dagsläget ljus ut för arbetstagarna. Antalet lediga tjänster är inom vissa områden större än mängden arbetskraft i dagens Sverige. De yrkesgrupper som huvudsakligen efterfrågas på arbetsmarknaden är eftergymnasialt utbildade, specialister och akademiker. Intresset kring att attrahera och behålla kompetent personal är av den anledningen stort. Detta arbete går under begreppet Employer Branding. Tidigare forskning inom området har i synnerhet fokuserat på hur en arbetsgivare kan attrahera personal med olika attribut, samt jämförelser mellan kvinnor och män, ålder, civilstatus, etc. Något som inte tidigare undersökts är huruvida individer från olika utbildningsbakgrund har olika värderingar vad gäller önskvärda attribut hos en blivande eller nuvarande arbetsgivare. Föreliggande studie har syftat till att bidra till och minska den kunskapslucka som existerar inom området. Semistrukturerade intervjuer med fyra kvinnliga akademiker från olika utbildningsbakgrunder hölls för att nå ökad kunskap i om dessa olika individer resonerade annorlunda kring jobbattribut. Intervjuerna resulterade i tre huvudteman: Likheter, Skillnader och Unika attribut. För studiens vidkommande har även tre stora arbetsgivare intervjuats, för att nå ökad förståelse för hur dessa arbetar med employer branding. Resultaten har dels bekräftat mycket av det som tidigare teorier tagit upp inom området, men också visat på avvikelser samt adderat till den tidigare förståelsen för vad individer tillhörandes generation Y söker hos en blivande eller nuvarande arbetsgivare. För att nå en ökad förståelse kring vad individer attraheras av hos arbetsgivare, har Herzbergs two-factor model applicerats.

Abstract [en]

The labor market is currently beneficial for the employees. The number of vacancies vacant in some areas is greater than the amount of labor in today's Sweden. The occupational groups that are mainly sought after in the labor market are post-secondary educated, specialists and academics. The interest in attracting and retaining skilled personnel is therefore great. This work goes under the concept of Employer Branding. Previous research in the field has focused in particular on how an employer can attract staff with different attributes, as well as comparisons between women and men, age, civil status, etc. Something not previously investigated is whether individuals from different educational background have different values regarding desirable attributes with a prospective or current employer. The present study has aimed at contributing to and reducing the lack of knowledge existing in this area. Semi-structured interviews with four female graduates from different educational backgrounds were held to gain increased knowledge of whether these different individuals resonated differently about job attributes. The interviews resulted in five main themes: similarities, differences and unique attributes. For the study, three major employers have also been interviewed to gain a better understanding of how they work with their employer branding. The results have partly confirmed much of what previous theories have raised in the field, but also shown deviations and added to the previous understanding of what individuals of the generation Y are looking for at a prospective or current employer. In order to gain a better understanding of what individuals are attracted to by employers, Herzberg's two-factor model has been applied.

Place, publisher, year, edition, pages
2017. , 37 p.
Keyword [en]
Employer branding, Generation Y, Herzberg two-factor theory, Educational background, Female academics, Job attributes, Equality
Keyword [sv]
Employer branding, Generation Y, Herzberg two-factor theory, Utbildningsbakgrund, Kvinnliga akademiker, Jobbattribut, Jämställdhet
National Category
Psychology
Identifiers
URN: urn:nbn:se:hv:diva-11183Local ID: EXM530OAI: oai:DiVA.org:hv-11183DiVA: diva2:1121232
Subject / course
Psychology
Educational program
Personalvetarprogrammet
Supervisors
Examiners
Available from: 2017-07-12 Created: 2017-07-10 Last updated: 2017-07-12Bibliographically approved

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