Background and problem: Along with product branding there is today a newly emerged concept called employer branding. This concept concentrates on what is being offered by the company to its current and prospective employees. Today this concept is becoming more and more important due to the talent crisis, where the companies have to work harder to attract and retain talented employees, who are becoming less and less. As many other companies, Carlsberg Sweden is not immune to it, and is therefore concerned with questions of being an attractive employer, and of retaining and motivating its key employees.
Purpose: The purpose of this study is to find out what perceptions Carlsberg Sweden’s key talents have on the company’s internal employer brand by exploring their perceptions about different aspects of working in the company. Further, the purpose is to identify the symbolic characteristics of an attractive employer, and define improvement potentials that can help the company become more attractive as an employer. Finally, the purpose is to identify the conditions that have to be met in order to retain the key talents and to keep their motivation on a high level.
Method: This thesis is based on a qualitative case study where the data is collected using nine in-depth interviews. An interpretivistic epistemological position, a constructionist ontological position, and an iterative scientific approach are adopted.
Theoretical reference frame: Three concepts and four theories are used in the study. These are: concepts on corporate reputation, psychological contracts and employee retention, and four different motivation theories.
Empirical findings: In the empirical findings the respondents’ answers collected during nine interviews are presented.
Analysis: The patterns in the empirical findings are identified and analyzed using the theories and concepts from the theoretical reference frame.
Results and conclusions: After collecting the data and analyzing it I was able to answer the research questions and draw conclusions. The results of the study show that the company is perceived as an attractive employer by the respondents in many aspects, but that there are improvement potentials. Some recommendations are provided to the company in the final chapter.
2009. , 75 p.