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Som man ropar får man svar: En jämförande fallstudie om hur två organisationer med hjälp av kommunikativa strategier arbetar med sina arbetsgivarvarumärken
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
You get what you ask for : A comparative study of two organizations and how they, with the help of communicative strategies, work with their employer brands. (English)
Abstract [en]

Title: "You get what you ask for” - A comparative study of two organizations and how they,

with the help of communicative strategies, work with their employer brands.

The purpose of this study was to compare how two organizations use communication

strategies as a part of their employer brand strategy. The study is based on the fact that today

it has become increasingly important for organizations to work with their employer brands.

Globalisation has led to new competitive situations for organizations and therefore the need

for communication has increased. The two organizations in this study have different

preconditions regarding recruitment. One organization is a part of the public sector and

has large recruitment needs. The other organization is smaller and privately owned and do

not have the same recruitment needs. The study also aims to identify if the communication

strategies differ depending on the differences between the organizations and how much

competition there is for jobs. To succeed with this, theories related to marketing,

organizational theory, organizational culture and organizational communication was used.

Semi-structured interviews were conducted and six employees were interviewed.

The analysis showed that both organizations thought it was important to work with their

employer brands but they worked in different ways to strengthen them. One organization had

a stated strategy and the other had not. One thing both organizations had in common was that

they considered their employees to be important assets, but they worked a little different to

strengthen their organizational cultures. In the external communication one organization were

more cautious while the other organization argued that they needed to be more daring to be

able to strenghten their employer brand. The result indicates that the strategies differ between

the organizations. The difference is mostly due to the different preconditions the

organizations had right from the start. The fact that one is part of the public sector and the

other one is a private organization is a thing that matters. Their sizes and their different

working areas also influence their work with the employer brand.

Keywords: Employer branding, organizational theory, organizational communication,

marketing, word of mouth, Backhaus and Tikoo

Place, publisher, year, edition, pages
2016.
Keyword [en]
Employer branding, organizational theory, organizational communication, marketing, word of mouth, Backhaus and Tikoo
National Category
Communication Studies Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-119360OAI: oai:DiVA.org:umu-119360DiVA: diva2:920527
External cooperation
Umeå kommun
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2016-04-18 Created: 2016-04-18 Last updated: 2016-04-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • 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
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  • text
  • asciidoc
  • rtf