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Att attrahera det lilla i det stora: Segmentering utifrån kompetensområde för att differentiera en organisations globala employer brand
Dalarna University, School of Culture and Society.
2023 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Det glada 20-talet lyser med sin frånvaro och även om Tech industrin just nu går igenom neddragningar visar forskning att ur ett långsiktigt perspektiv kommer organisationer ha svårt att hitta personer med rätt kompetens. För att attrahera och behålla personal använder sig organisationer oftast av employer branding. Men kan ett centraliserat globalt employer brand verka för att attrahera individer utanför kärnkompetensen i organisationen? Detta är kärnfrågan i denna studie och för att besvara den samlades empiriska data in via semi-strukturerade intervjuer med sju respondenter från fyra kompetensområden utanför organisationens kärnkompetens. Därefter analyserades materialet via tematisk analys och resultatet visar på både de utmaningar och möjligheter som kommer med att en organisation har ett globalt centraliserat employer brand. Resultatet lyfter även fram de möjligheter att attrahera individer med rätt kompetens till kompetensområden en organisation kan skapa genom att bortgå från global och lokal segmentering och addera kompetensområde. 

Abstract [en]

The roaring 20’s has not yet arrived and though the tech industry is currently going through layoffs research shows that long term people with the right skill will still be hard to come by. To attract and retain organisations more and more look to employer branding. But can a global centralised employer brand be effectful in attracting new employees outside the core competence areas of the organisation? That was the key question of this study and to answer it empirical data was collected through semiconstructed interviews with seven respondents across four competence areas outside the organisations core and then thematically analysed. The result highlights the challenges and opportunities that comes with an organisation having a global centralised employer brand and outlines that segmentation through competence area could add a competitive advantage to attract people into, for the organisation, new competence areas. 

Place, publisher, year, edition, pages
2023.
Keywords [en]
Employer branding, market segmenting, segmentation, attribute, global vs local, competence area
Keywords [sv]
Employer branding, segmentering, attribut, globalt vs lokalt, kompetensområde
National Category
Work Sciences
Identifiers
URN: urn:nbn:se:du-46329OAI: oai:DiVA.org:du-46329DiVA, id: diva2:1777814
Subject / course
Human Resource Management
Available from: 2023-06-30 Created: 2023-06-30

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
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  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf