Employer branding : En studie om hur arbetet med Employer branding påverkar personalens arbetstillfredsställelse och ambition att stanna kvar på arbetsplatsen

Sammanfattning: Purpose: The purpose of the paper is to investigate how Employer branding can help increase the job satisfaction among the employees and thereby affect their ambition to stay in the workplace. The aim of the study is also to research around what factors are crucial in the work of Employer branding based on it existing staff perspective. To contribute to knowledge of key factors in the work with Employer Branding can help companies in the future to succeed with the concept. Method: The study is based on a mixed method. The quantitative part of the mixed method consisted of a questionnaire survey where ten surveyed questionnaires were obtained. The qualitative survey consisted of interviews with employees at Lidl. Results: A modified version of Kotter's model, adapted to the work with Employer branding, can be used to increase job satisfaction and thereby also increase the employee's ambition to stay in the workplace. In the modified model, crucial factors such as the shift ratio between employers and employees, Herzberg's motivation factors for job satisfaction, as well as the design of Employer Value Proposition must be considered. Common personal contact is a key factor in the work of Employer branding which leads to increased job satisfaction and thereby increasing employees' ambition to stay in the workplace. The work with Employer branding in retail/grocery stores must include factors such as working hours and forms of employment, as they are key drivers that must be met to keep staff within an organization. The result of this study shows that the work with Employer branding, in order to increase employee satisfaction and thus increase the ambition to stay in the workplace, is affected by many cohesive factors. In conclusion, it can be noted that all these factors must be taken into account in order to succeed with the work of Employer branding.