Employer branding & Wellness syndromet : Kan employer branding om friskvård verka som en isolerande faktor?

Sammanfattning: The purpose of this study was to examine in what way a strong employer branding of health promotion can have an effect on the ways individuals can experience isolation and stress. In this survey we have used the theories of health promotion, organizational culture, isolation and stress in an analysis of the possible situation caused by strong employer branding of health promotion. We have used these theories in analysis with the purpose to answer the following questions: How does a strong employer branding of health promotion influence those employees who, for some reasons, don’t take advantage of organizations’ health promotion programs and activities? Could those, who don’t take advantage of health activities, become isolated in a company? The method of research that was used in this study is a qualitative analysis; we used semi structured interviews and open e-mail correspondences. The material was collected from nine different organizations as the response from ten interviews. The result of the analysis show that is possible for an individual to experience isolation and stress as a result of an organization’s employer branding on health promotion. At the same time these individuals can experience that they are indirectly obligated to consider their everyday actions from the health promotion perspective, which we have assumed to be a result of the possible punishments and rewards from their leaders. The conclusion is consequently that a strong employer branding can affect an individual’s social situation within an organization, but it is problematic to see in which scale. The result has revealed that employer branding of health promotion is a possible cause for isolation and stress.