Minskad personalomsättning med hjälp av intern employer branding : En fallstudie om hur ett känt företag inom telekombranschen kan minska personalomsättningen av kundtjänstmedarbetare
Sammanfattning: A brand is one of the most important assets that an organization has. It is a complex collectionof experiences and images that belongs to the surrounding world and it can have a huge impacton the organization. Today, brands are used in various ways and in different areas. One of theseareas is employer brand. In order to strengthen the employer brand, organizations can workwith employer branding, which is a long-term strategy that can be applied both internally andexternally. By working with employer branding from the internal perspective, organization canreduce their employee turnover. This is especially important for organizations today, since theunemployment in Sweden is relatively low and the labour market belongs to the workers. Thisprovides a challenge for the future success of organizations, since it is the human capital inthese organizations that possess knowledge. In Sweden, one of the characteristics of thetelecom industry is that the customer consultants have a high percent of employee turnover.The purpose of this study is therefore to investigate how organizations within the telecomindustry can reduce employee turnover with the help of internal employer branding.To gain a deeper understanding of the purpose, this study was conducted as a qualitative, singleand imbedded case study where the empirical material was collected through semi structuredinterviews. The results of the study showed that the investigated organization did not have asustainable and distinct strategy regarding internal employer branding. This was demonstratedby the fact that the leadership did not have an homogenous direction and the employees andprevious employees did not share the organizations experience regarding their work to retainemployees, therefore the efforts did not get the desired effect. This can affect the employerbrand in a negative way and therefore it is crucial that organizations understand the importanceof internal employer branding and the components that affects the employer brand. There areno shortcuts in building an employer brand and retain employees, the organization has to beattentive to what the employees truly desire.
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