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
Employer branding, organizational theory, organizational communication, marketing, word of mouth, Backhaus and Tikoo