Employer Branding : Medias påverkan på Vattenfalls arbetsgivarvarumärke

Sammanfattning: Title: Employer Branding – Medias Influence on Vattenfall’s Employer Brand (Employer Branding – Medias påverkan på Vattenfalls arbetsgivarvarumärke) Purpose/Aim: The aim of this study is to examine how a negative media image influences the Employer Brand of the Swedish company Vattenfall. First of all I will examine if Vattenfall have a strong Employer Brand and then if the media image have any influence over the Employer Brand. My hypothesis is that Vattenfall’s Corporate Culture is a big part of the Employer Brand and because of that negative media images has no power to influence on Vattenfall’s Employer Brand. The second aim is therefore to examine if the hypothesis is correct. Material/Method: The methods used in the study are two interviews with employees of Vattenfall and three group discussions with possible future employees to Vattenfall – students who are studying in the field of energy. Main results: The study has three main results. First, the visible structures of Vattenfall’s Employer Brand are strong among the students. Second, a negative media image does not influence the Employer Brand of Vattenfall because the students have a lot of knowledge in this particular field and that makes them a well-aware audience. Third, the hypothesis is correct. The corporate culture is a big part of the Employer Brand, mainly the artifacts of the company and the students underlying assumptions of the employer.