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Attrahera och behålla personal: En studie om attraktivitet på Högskolan Dalarna
Dalarna University, School of Technology and Business Studies, Human Resource Management.
Dalarna University, School of Technology and Business Studies, Human Resource Management.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Flera forskare skriver om vikten av att vara en attraktiv arbetsgivare, som idag är viktigare än någonsin, speciellt när konkurrensen om personal ökar. Genom att skapa ett attraktivt arbetsgivarvarumärke ökar chanserna att attrahera och behålla kompetent personal (Ehrenborg & Höglund, 2016). Tidigare forskning visar att flera olika faktorer är viktiga att ta hänsyn till i arbetet mot att skapa ett starkt arbetsgivarvarumärke, faktorer som bland annat motivation och intern marknadsföring (Grönroos, 1996; Lievens, 2007). I följande studie undersöks Högskolan Dalarnas attraktivitet som arbetsgivare utifrån ett medarbetarperspektiv, med syfte att finna attraktiva erbjudanden för att behålla och attrahera medarbetare. Studien är en metodkombination som i huvudsak bygger på en kvalitativ metod med kvantitativa inslag och har genomförts i form av intervjuer och en enkätundersökning med adjunkter på Högskolan Dalarna. I studien framkommer attraktiva attribut som flexibel arbetstid, möjlighet till utveckling och trygga relationer samt mindre attraktiva attribut som lön och förtroligt ledarskap. Vidare i studien diskuteras utvald teori och framtagen empiri som slutligen mynnar ut i ett antal förslag till hur Högskolan Dalarna kan fortsätta sitt arbete med arbetsgivarvarumärket i bemärkelsen att vara en attraktiv arbetsgivare.

Abstract [en]

Several researchers write about the importance of being an attractive employer, which today is more important than ever, especially when the competition for staff increases. By creating an attractive employer brand, the chances of attracting and retaining competent staff increase (Ehrenborg & Höglund, 2016). Previous research shows that several factors are important to consider in the work towards creating a strong employer brand, factors such as motivation and internal marketing (Grönroos, 1996; Lievens, 2007). In the following study, the University of Dalarna's attractiveness as an employer is examined from an employee perspective, with the aim of finding attractive offers for retaining and attracting employees. The study is a method combination based mainly on a qualitative method with quantitative elements and has been conducted in the form of interviews and a questionnaire survey with adjuncts at Dalarna University. The study reveals attractive attributes such as flexible working hours, opportunity for development and safe relationships, as well as less attractive attributes such as payroll and trustworthy leadership. In addition, the study discusses selected theory and empirical evidence that ultimately emerges in several proposals for how the Dalarna University can continue their work with the employer brand in the sense of being an attractive employer.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Employer Branding, Employer Value Proposition - EVP, Attracting and Retaining, Internal Marketing.
Keywords [sv]
Employer Branding, Employer Value Proposition - EVP, attrahera och behålla, intern marknadsföring.
National Category
Work Sciences
Identifiers
URN: urn:nbn:se:du-27758OAI: oai:DiVA.org:du-27758DiVA, id: diva2:1212984
Available from: 2018-06-04 Created: 2018-06-04

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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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