Där kompetenta medarbetare trivs - En kvalitativ studie om vad organisationer bör tänka på i strävan mot att bli en externt och internt attraktiv arbetsgivare

Sammanfattning: All employers possess an employer brand and the importance of strengthening it is increasing. There is a lack of competence in many sectors and more organisations compete for the same employees. Research shows that a strong employer brand increases the chances to attract the best talents and most competent people. Studies also show significant benefits on individual performance among its employees and meaningful business-related outcomes. Despite the importance for employers to strengthen the internal and external attractiveness, there is an absence of empirical work that comprehensively examines how employer branding is perceived by employees and how organisations based on that can reinforce their internal and external attractiveness. There is also a lack of research on how the two perspectives - internal and external attractiveness - affect each other. Further research on the subject is therefore necessary in order to provide a better understanding of the relations between employer branding activities and their effects on internal and external attractiveness. The purpose of this thesis is therefore to deepen the understanding of these relations. With a qualitative approach, using interviews with both the HR-department and employees, we analyse how aspects of employer branding affect internal and external perceptions of the employer brand. The study identifies several relations that should be considered by employers to strengthen the employer brand and the employees' perception of it. In terms of external attractiveness the thesis shows the importance of positive attitudes among the employees, how brand advocacy can be encouraged and of turning traditional weaknesses associated with the size of the organisation to reasons for employees to choose the employer. In terms of internal attractiveness the study illustrates the positive effects of strengthening the collaboration within the organisation and the value of offering opportunities for employees to develop within the role and organisation after individual preferences. Relating the two perspectives it shows that employees expectations are influenced by various causes and are not only very important to meet but to exceed, in order to obtain a high internal attractiveness. Finally it also uncovers the negative consequences of a purpose-oriented external employer branding on the internal attractiveness and how it could be avoided.