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Att anpassa sig som attraktiv arbetsgivare: En kvalitativ studie gjord på uppdrag av en mindre kommun hur de arbetar för att vara en attraktiv arbetsgivare
Umeå University, Faculty of Social Sciences, Department of Education.
Umeå University, Faculty of Social Sciences, Department of Education.
2015 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In recent years it has become way more important for organizations to use their brand to market themselves as an employer. In a market where organizations are competing for labor it has been known that the brand can make it possible for organizations to differentiate themselves as unique and attractive place of work. The concept is called Employer Branding and if an organization wants to suceed they have to have a clear and defined structure. The concept is well known among private organizations and not as common with the public sector. The purpose of this study was to examine how a small municipality in northern Sweden is working to be an attractive employer. The following questions were aimed to be answered: How do the municipality get their staff to work towards common goals and values? How is the municipality working to create a good management that promotes a friendly workforce? How is the municipality working to enhance their image? Semi-structured interviews were conducted to get the purpose of the study answered. Six employees were interviewed. The results showed what the municipality needs to focus on if they want to become an attractive employer. Evidence in the results showed that weak goals and values exists, there is a need for a clearer management, and that competence is neglected because of the municipality economy. The results are discussed and analyzed in relation to previous research and finally proposals is conducted for the studied municipality.

Place, publisher, year, edition, pages
Keyword [en]
Employer, Branding, Attractive employer, Public Sector attractivness
National Category
Social Sciences Pedagogy
URN: urn:nbn:se:umu:diva-104815OAI: diva2:821182
External cooperation
Available from: 2015-06-15 Created: 2015-06-15 Last updated: 2015-06-15Bibliographically approved

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Att anpassa sig som attraktiv arbetsgivare(661 kB)103 downloads
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