”Ring inte oss, vi ringer dig” En kvalitativ intervjustudie om hur en IT-koncern arbetar med employer branding

Detta är en Kandidat-uppsats från Lunds universitet/Institutionen för strategisk kommunikation

Sammanfattning: Due to digitalization, IT is one of the fastest growing sectors. This has resulted in a shortage of qualified employees, consequently causing a competitive employment market within the sector where companies are at competition to both recruit and retain employees. One strategy adapted by employers to gain a sustainable competitive advantage is employer branding. The purpose of this study was to explore how managers in an IT-group are experiencing the work with employer branding. In order to achieve this, we conducted semi-structured qualitative interviews with managers at both group level and at subsidiaries. The empirical material was then theoretically interpreted through the analytical lens of organisational identity. This theoretical interpretation was identified as potentially valuable at a time where economic and functional benefits of employment are increasingly becoming less predominant. The discussion suggested that employer branding and organisational identity were intangible and could not be considered as separate entities, but rather that employer branding is the communicative expression of the organisational identity.

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