Starka styrmedel - en studie om relationen mellan arbetsgivarvarumärke och medarbetarnas organisationsidentitet

Sammanfattning: Abstract Title: Strong control mechanisms - a study of the relationship between employer brand and employee organization identity Seminar date: 2018-01-12 Course: FEKH29, Business Administration: Degree Project in Marketing, Undergraduate level, 15 University Credits Points (UPC or ECTS‐cr) Authors: Rebecca Oldfield, Mathilde Åslund Advisor: Jon Bertilsson Keywords: Organizational identity, employer brand, employee, corporate brand and control mechanism Purpose: The purpose of the thesis is to open up for an increased understanding of the concept of employer brand by examining its relationship with the employee's organizational identity with a qualitative approach and starting point in theories regarding brands and organizational culture. Methodology: The thesis is a qualitative study with a hermeneutical phenomenological approach. Both semistructured interviews and documents published by the company were used as empirical material. Theoretical perspectives: This thesis is based on theories about brands and organizational culture with a focus on employer brand and employee identity. Empirical foundation: The empirical material on which the analysis is based is eight semi structured deep interviews with employees at Ikea. Conclusions: Based on previous research, the analysis of the empirical material has opened up for an increased understanding of the concept of employer brand. Employee organizational identity is strongly connected to the employer brand and the employer brand can be used as a control mechanism.