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Employer Branding idag: Attraktivitet genom sociala medier
Dalarna University, School of Technology and Business Studies, Human Resource Management.
Dalarna University, School of Technology and Business Studies, Human Resource Management.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The use of social media has during the last couple of years increased and is now a

major part of most of the organizations marketing strategies. But how does this fit

with the Employer Branding strategies? And how does this affect the

organizational attractiveness as an employer? These were two of the questions we

wanted to examine and analyze. In order to answer these questions, we conducted

interviews with six different companies divided into 3 subgroups. The intention of

this was to get a wider perspective of how the implementation of social media in

the Employer Branding could work. And could this change the recruitment

process?

What we could see afterwards is that more time is spent on taking references

online through social media sites. Some say it is more honest than the traditional

references that the candidate got to choose. Other conclusions that we could find

was that it is important to use social media in todays market but it is crucial to use

it in a proper way. Companies must form a strategy based on their Employee

Value Proposition in order to reach the wanted receivers using social media. It is

also important that the Employee Value Proposition is based on the companies’

corporate values.

Abstract [sv]

Titel: Employer Branding och sociala medier – den moderna tidens ARUBA

Författare: Daniel Weiderstål och Marcuz Källqvist

Handledare: Mårten Hugosson

Examinator: Karl W Sandberg

Program: Högskolan Dalarna, Personal- och arbetsliv, vårterminen 2016

Ämne: Examensarbete för kandidatexamen inom Personal- och arbetsliv, 15 hp

Nyckelord: Employer Branding, attractiveness, sociala medier, rekrytering,

retention, arbetsgivarvarumärke

Syfte: Syftet med denna uppsats är att undersöka hur arbetet med att som

arbetsgivare skapa attraktivitet genom arbete med Employer Branding och hur det

utförs inom utvalda svenska organisationer. Detta speciellt med avseende på hur

sociala medier används som verktyg och hur detta påverkar rekryteringsprocesser

Metod: Uppsatsen är av kvalitativ karaktär där vi utfört en fallstudie. Sedan har

det empiriska materialet analyserats med den utvalda litteraturen

Empiri: Den empiriska datainsamlingen har utförts i form av sex

semistrukturerade intervjuer där intervjupersonerna representerar sex olika

organisationer inom tre olika sektorer; tjänsteproducerande, varuproducerande

samt landsting

Slutsats: Studiens slutsats är att analyserade svenska organisationer använder

sociala medier i sitt arbete med Employer Branding och för att attrahera

kompetens. Hur detta utförts skiljer sig dock mellan organisationerna som deltog.

Dessutom betonas inledningen och avslutningen av kompetensförsörjningen och

att det är viktigt att lägga vikt vid dessa delar för att skapa konkurrensfördelar i

arbetet med Employer Branding. Organisationer i Sverige måste också utforma en

konkret strategi i sitt arbete med Employer Branding med syfte att

kommunikationen via sociala medier når ut till den önskade målgruppen.

Place, publisher, year, edition, pages
2016.
Keyword [sv]
Employer Branding, attractiveness, sociala medier, rekrytering, retention, arbetsgivarvarumärke
National Category
Work Sciences
Identifiers
URN: urn:nbn:se:du-21799OAI: oai:DiVA.org:du-21799DiVA: diva2:940446
Available from: 2016-06-21 Created: 2016-06-21

Open Access in DiVA

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CiteExportLink to record
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Citation style
  • apa
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