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Employer branding ur säsongsanställdas ögon : En kvalitativ studie som belyser kommunikationens roll i employer branding.

Authors
  • Nilsson, Johanna
  • Zakrisson, Emelie
Publication Date
Jan 01, 2020
Source
DiVA - Academic Archive On-line
Keywords
Language
Swedish
License
Green
External links

Abstract

Employer branding is a concept that has become more and more common among today’s labor market because of the high turnover of employees, in the same time as it’s a competition to get the most qualified employees. In order to maintain the relation between organizations and current employees, employees from the past and potential employees a concept called employer branding is formed to help out with that. This essay has studied how employer branding is perceived by employees, and also how they experience the communication in the context. This is a qualitative interview study applied on seasonal employees at Branäs Fritidscenter. Seasonal employees are an interesting selection to investigate because of the short term employment, usually extended over six months. Compared to long term employments, seasonal employment means that new employees need to be recruited annually before each new season. As this study is based on media and communication science, we are interested in the role of communication together with employer branding. These following questions are the areas that is being researched: - How do seasonal employees at Branäs Fritidscenter experience the organization's employer branding? - How do employees perceive the role of communication in the organization's employer branding? The essay is based on several theories like employer branding, employer branding framework, organizational identity, organizational culture, social identity theory and word-of-mouth. The results of the study shows that the informants perceives that Branäs Fritidscenter has an employer branding that is attractive to employees who can identify themselves with an interest in winter activities. It also shows that the image of the employment perceives more attractive when the employee worked at the organization compared to when they where external receivers. The internal members is also shown being an important source recruiting new members and for spreading the word about the organizations employer brand. The internal communication has a meaningful role in the fact of creating relations, which is also shown decisive in their decision to come back another season. The results does on the other hand also shows that the seasonal workers who have been working at the organization more than one season does not see a future in the company. Keywords: Employer branding, employer branding framework, culture, identity, seasonal employees, word-of-mouth, communication

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