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Attraktionskraften hos Göteborgs Stad: En kvalitativ studie om Employer- och Corporate Branding i offentlig sektor
University West, Department of Social and Behavioural Studies, Division of Psychology and Organisation Studies.
University West, Department of Social and Behavioural Studies, Division of Psychology and Organisation Studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The attractiveness within the municipality ofGothenburg : A qualitative study on Employer and CorporateBranding in the public sector (English)
Abstract [sv]

Employer Branding och Corporate Branding är två delar av samma strategi och handlar om hur en organisation uppfattas internt och externt. Strategin används i syfte att försäkra sig om tillgången på framtida arbetskraft. Inom Göteborgs Stad bedrivs motsvarande strategier under namnet Attraktiv Arbetsgivare. Syftet med studien har varit att skildra vad som fått medarbetare inom teknisk inriktning och med bakgrund i privat sektor att söka sig till Göteborgs Stad. Studien har fokuserat på medarbetarnas upplevelser före och efter det att de blev anställda i staden. Förhoppningen har varit att utifrån medarbetarnas upplevelser skapa en konstruktiv diskussion med mål att bistå Göteborgs Stad i dess fortsatta arbete med Employer- och Corporate Branding. Studien är kvalitativ och datan har samlats in genom sex semistrukturerade intervjuer. Intervjuerna har transkriberats och analyserats genom en tematisk analysmetod. Resultatet visade att hälften av de totalt sex medarbetarna gjort aktiva val i att söka arbete i offentlig sektor. Resultatet visade också att samtliga medarbetare upplevt skillnader i värden mellan att arbeta inom privat och offentlig sektor – och att det förekom en diskrepans mellan den bild en anställning i offentlig sektor utstrålar externt, och den bild intervjupersonerna upplevde internt som medarbetare i staden. Som ett sätt att problematisera intervjupersonernas redogörelser över sina val har Festingers (1957) dissonansteori använts, varpå det kan antas ha funnits skäl för intervjupersonerna att reflexmässigt ha velat rättfärdiga sina val att byta arbetsgivare.

Abstract [en]

Employer Branding and Corporate Branding are two components of the same strategic tool – which is to attract and retain talents in a competitive environment. Within the City of Gothenburg this strategy is implemented under the name "Attractive Employer". The aim for this study has been to portray what made employees, with a technical background within the private sector, choose to seek employment within the city of Gothenburg. The study focused on the employee's experiences before, and after, they became employees within the city. On the basis of the employee's experiences, the ambition has been to raise a constructive discussion with a focus to support the City of Gothenburg in its continuing work with Employer- and Corporate Branding. The study is qualitative and the data was collected through six semi-structured interviews. The interviews were conducted among employees from four municipal departments within the city. The interview data was transcribed and analyzed by a thematic analysis. The result showed that three out of the six interviewees had made an active choice to seek employment in the public sector. Furthermore the result indicated a discrepancy among the employees regarding the external image of a public employer – and what the employees now were experiencing from within the organization. The employees also experienced some key differences in values when working in the public sector compared to the private sector. Festinger's (1957) dissonance theory was used as a way to further discuss the employee´s choice to seek employment within the public sector.

Place, publisher, year, edition, pages
2014. , 26 p.
Keyword [en]
Employer Branding, Corporate Branding, Brand, Public Employer, Municipality and Public Sector.
Keyword [sv]
Employer Branding, Corporate Branding, Varumärke, Offentlig arbetsgivare, Kommun.
National Category
Information Systems
Identifiers
URN: urn:nbn:se:hv:diva-7117Local ID: EXM500OAI: oai:DiVA.org:hv-7117DiVA: diva2:770604
Subject / course
Occupational & organizational psychology
Educational program
Personalvetarprogrammet
Supervisors
Examiners
Available from: 2014-12-16 Created: 2014-12-11 Last updated: 2014-12-16Bibliographically approved

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