Employer Branding genom förmåner - en kvantitativ studie om vad som tilltalar olika generationer av tjänstemän

Abstract

Purpose: The purpose of this study is to describe and explain how white-collar employees perceive benefits and their importance within the area Employer Branding. The purpose is also to explore whether there are any differences in how people of different generations perceive benefits. The study was executed at a Swedish company, which will remain anonymous, but referred to as Organization A.

Theory: The theory for this study is divided into three parts. The first part regards Employer Branding strategies and how companies can use these as a mean of attract, retain and develop the right talent to their business. The second part of the theory concerns benefits and its development over the years and different perspectives on the future of benefits. The third part of the theory explores age and generations, especially the differences between generation X and generation Y. This part also describes different ways to view age and its effect on personal interests.

Method: This study was conducted through a web-based survey that was distributed to 1000 employees at Organization A. 541 employees answered the survey, giving it a responding frequency of 54 percent. The material was transferred to an analytical computer program called SPSS where the analysis of the survey was conducted.

Results: The results show that benefits are the least valued Employer Branding-factor compared to the other factors presented in the survey. However, benefits are regarded as important for employees when looking for a new employer. The results further show that the differences between generations X and Y is limited. There is nonetheless a small difference as generation X seems to value monetary benefits higher than generation Y. The generational differences can often be connected to lifecycles, such as interest in pension for the older employees or parental leave for the younger, rather than a specific traits or qualities connected to generation X or Y. The benefits that are considered the most attractive over all are flexitime, pension and salary. A majority of the respondents are interested in the opportunity to customise the benefits to each individual and their specific needs, rather than offering the same benefits to everyone.