Går laget före jaget? Hur den visstidsanställda medarbetaren förstår ambassadörskap

Sammanfattning: The increased competition amongst brands has raised the importance of coworkers to strengthen the organizational reputation. The research seen from an employee perspective on how these coworkers themselves experience brand ambassadorship is although limited. Within the frame of this study, semi-structured interviews have been conducted to gain a broader understanding of how temporary employees are understanding their role as brand ambassadors. By using an abductive approach and a hermeneutic perspective, the analysis is aimed to gain a deeper understanding of the temporary employees' experiences. This resulted in three main themes; organizational culture, social identity, and personal branding. Based on these themes, a new concept is positioned; the authentic brand ambassadorship. The authentic brand ambassador can be explained as when a coworker in a natural manner enhances the organizational brand and at the same time promote the personal brand. The study's results are showing that the temporary employee finds the ambassadorship more appealing if they experience a personal benefit from it. The social identity and the sense of group affiliation are also affecting the will to act as a brand ambassador. In conclusion, the study contributes to a deeper understanding of how the temporary employee understands the brand ambassadorship.