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Syns du inte finns du inte: Employer branding inom offentlig sektor
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

ABSTRACTDate: 2018-05-29

Level: Bachelor thesis in Business Administration, 15 cr

Institution: School of Business, Society and Engineering, Mälardalen University

Authors: Annika Johansson Julia Sjögren Dahlbom Victor Wolf(91/12/09) (94/08/28) (90/12/03)

Title: Out of sight out of mind - Employer branding public sector

Tutor: Eva Lindell

Keywords: Public sector, employer branding, internal, external, opportunities,challenges

Researchquestions:

➢ Which challenges and opportunities can internal employer branding contribute with in schools in public sector?

➢ Which challenges and opportunities can external employer branding contribute with in schools in public sector?

Purpose: The purpose is to study how employer branding can be used in a Swedish municipality, and to understand how actors in municipalities use employer branding.

Method: Qualitative method – the empirical material were collected through semi structured interviews by phone and physical meetings. The theoretical and empirical material were further on analyzed through a thematic method that helped us establish our conclusion.

Conclusion: Because the municipality is very centralized in its decision-making, it is a challenge to ensure that the flow of information reaches the decentralized parts correctly. Something that should also apply to the entire public sector. Västerås city developed a department within the organization that worked specifik with employer branding activities, which led to that they did not have to take in external skills, because all knowledge and competence already existed within the organization. This meant that they didn't have to undergo procurement that could further delay the process of making decisions. Finally, it was found in the theoryand empirical that the private sector was able to offer higher wages than the public sector. Therefore, it is important for the public sector to compensate the payroll by offering other factors that make them still as attractive employers.

Place, publisher, year, edition, pages
2018. , p. 57
Keywords [sv]
Offentlig sektor, employer branding, intern, extern, möjligheter, utmaningar
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-39557OAI: oai:DiVA.org:mdh-39557DiVA, id: diva2:1213630
Subject / course
Business Administration
Supervisors
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Available from: 2018-06-18 Created: 2018-06-05 Last updated: 2018-06-18Bibliographically approved

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CiteExportLink to record
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