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Employer Branding: Hur befintlig personal lever efter varumärket
University West, Department of Social and Behavioural Studies, Division of Psychology and Organisation Studies.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Employer Branding : How existing employees are living the brand (English)
Abstract [sv]

Det är viktigt att studera om befintliga anställda upplever sin organisation attraktiv. Syftet med denna studie var att undersöka upplevelsen av kommunens varumärke (employer brand) och organisatorisk identifikation hos de anställda. Studien syftade också till att undersöka eventuella åldersskillnader hos kommunens anställda avseende upplevelsen av employer brand och organisatorisk identifikation. Uppsatsen har en kvantitativ ansats och bygger på en enkät i tre delar. Totalt deltog 174 respondenter, medelålder var 46 år. Studiens resultat visade att kommunens anställda i genomsnitt varken hade låg eller hög organisatorisk identifikation. Kommunens unika employer brand sammanfattas med att det fanns ett ledarskap som i genomsnitt uppfattades uppmuntra oliktänkande och egna initiativ, att kommunen uppfattades värdesätta mångfald i arbetsgrupperna samt att kommunen förväntades bli framgångsrik. Resultatet visade att det fanns skillnader mellan ålder i samtliga variabler som undersöktes. Organisatorisk identifikation var högre hos anställda mellan 47-66 år. Anställda mellan 19-46 år tenderade att uppleva kommunen mer attraktiv än anställda mellan 47-66 år.

Abstract [en]

It is important to examine whether existing employees perceive their organization as an attractive one. The purpose of this study was, based on earlier research, to analyze the municipality's employer brand and organizational identification among the employees, together with age variations. The essay has an quantitative approach and is based on the results of a three part questionnaire. 174 individuals in total responded to the questionnaire. The average age of the respondents was 46 years. The result of the study showed that the municipality's employees had neither a low or high organizational identification. The municipality's unique employer brand was summarized as having a leadership which encouraged the employees to use their own initiative and think outside the box, that diversity in the work group was highly valued and the municipality was expected to be successful. The result further showed that there were age based variations in all the analyzed variables. Organizational identification was higher in employees in the 47-66 years age group. Employees in the 19-46 years group tended to perceive the municipality as a more attractive employer than those in the 47-66 years group.

Place, publisher, year, edition, pages
2015. , 28 p.
Keyword [en]
Employer brand, Organizational identification
Keyword [sv]
Employer brand, organisatorisk identifikation
National Category
Psychology
Identifiers
URN: urn:nbn:se:hv:diva-8114Local ID: EXM500OAI: oai:DiVA.org:hv-8114DiVA: diva2:853768
Subject / course
Psychology
Educational program
Personalvetarprogrammet
Supervisors
Examiners
Available from: 2015-09-15 Created: 2015-09-15 Last updated: 2015-09-15Bibliographically approved

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