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Generationsanpassad Employer branding?: Uppfattningar om attraktiva faktorer hos arbetsgivare enligt millennials
Dalarna University, School of Technology and Business Studies, Human Resource Management.
Dalarna University, School of Technology and Business Studies, Human Resource Management.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Denna studie baserades på ett behov av att öka kunskapen gällande vad generationen millennials anser utgör en attraktiv arbetsgivare. Mer specifikt var syftet att undersöka generationens uppfattningar kring attraktiva faktorer hos arbetsgivare. Tidigare forskning och teori inom exempelvis attraktivitet, employer branding och generationer användes till såväl grund som analys. För att besvara syftet genomfördes en kvantitativ metod i form av en enkätstudie som delades ut till totalt 152 byggingenjörsstudenter som var millennials, fördelade på två högskolor. Enkätstudien resulterade i totalt 72 deltagare.

Resultatet visade att de högst skattade faktorerna var att få arbeta i en trivsam och positiv miljö, att få bra relationer med kollegor, möjlighet att lära sig nya kunskaper, att få erfarenhet som gynnar karriären, att få arbeta i en spännande miljö och att organisationen producerar högkvalitativa produkter och tjänster. En kategorisering av dessa visade att samtliga av de högst skattade faktorerna handlade om annat än ekonomiska faktorer i arbetsgivarvarumärket, närmare bestämt var majoriteten av dem psykologiska.

Vidare undersöktes eventuella skillnader i skattningar baserat på arbetslivserfarenhet och kön. Resultatet visade bland annat att gruppen med kortare arbetslivserfarenhet skattade majoriteten av de viktigaste faktorerna högre medan kvinnor skattade samtliga av dem högre. Studiens resultat visade dessutom att ingen av de undersökta faktorerna skattades anmärkningsvärt lågt, vilket kan indikera att arbetsgivare bör uppmärksamma även andra faktorer än de som deltagarna uppfattade som de viktigaste.

Abstract [en]

This study was based on a need to increase the knowledge regarding what the Millennial generation consider constitutes an attractive employer. To be specific, the purpose was to examine the generation’s opinions about attractive factors in employers. Previous research and theory of attractiveness, employer branding and generations for example were used for the base as well as analysis. In order to answer the purpose a quantitative method was used in the shape of a survey distributed to a total of 152 construction engineering students that were Millennials, divided into two universities. The survey resulted in a total of 72 participants.

The result showed that the highest valued factors were to work in a happy and fun environment, to have good relationships with colleagues, opportunity to learn new skills, to gain careerenhancing experience, to work in an exciting environment and that the organization produces high-quality products and services. A categorization of these revealed that all the highest valued factors were other than economic aspects of the employer brand, in fact the majority were psychological.

Furthermore, possible differences in estimations were examined based on work experience and gender. The result showed, among other things, that the group with shorter work experience valued the majority of the most important factors higher while women valued all of them higher. This study’s result also demonstrated that none of the examined factors were valued remarkably low, which could indicate that an employer also should pay attention to other factors than the ones the participants regarded as the most important.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Employer brand, employer branding, employer attractiveness, millennials
Keywords [sv]
Arbetsgivarvarumärke, employer branding, attraktivitet, millennials
National Category
Work Sciences
Identifiers
URN: urn:nbn:se:du-30544OAI: oai:DiVA.org:du-30544DiVA, id: diva2:1333925
Available from: 2019-07-02 Created: 2019-07-02

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
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More styles
Language
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