Attraktiva arbetsgivares profilering : En diskursanalys om attraktiva arbetsgivares employer branding inom ingenjörsbranschen

Sammanfattning: Date: 2021-05-31Level: Master thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Mälardalen University Authors: Lovisa Bodin (96/11/06), Julia Öhrberg Nyberg (98/05/18) Title: Attractive employers profiling Tutor: Magnus Linderström Keywords: Employer Branding, Employer attractiveness, Discourse, Discourse analysis, Identity, Engineer Research questions: What discursive practices can be distinguished within the employer branding discourse? What influences does the discursive practices have on individuals’ identity creation? Purpose: The purpose of the study is to investigate and understand how attractive employers for engineers’ profile themselves in a time where the need for technical competence is growing, by looking at four of the most attractive employers who according to labor market research are Sweco, IKEA, Volvo Group and Spotify. The purpose is also to understand how employers' profiling affects individuals who apply to the organizations. Method: A qualitative method through a document study, using discourse analysis. 26 job advertisements and material from the chosen employers’ websites have been studied. Conclusion: The discursive practices identified within the employer branding discourse in the study were development, flexibility, innovation and community. Based on previous research, this study has shown that today, in the engineering industry, there are influences on individuals to be development-minded, flexible, innovative, but also interested in innovation, and to be cooperative and thrive in groups. The discursive practices of development, flexibility, innovation and community thus form the basis for individuals 'identity creation through the influences that organizational discourses are considered to have on individuals' identities.