Vad är Attraktivt Arbete i Byggbranschen? En studie om attraktiva arbeten

Abstract

In Sweden, today there are hard competition about the work force within the construction industry. The competition makes it important for the employers to work strategic with employer branding and attractiveness. Attractiveness is an idea of factors that attract employees to an organization and make them want to stay within the organization. Employer branding is a strategic process to reach attractiveness. The aim of this study is therefore to compare what carpenters and officials within the construction industry think contribute to the attractiveness in a job, the aim is also to compare if different geographic areas affect what the employees think contribute to the attractiveness. Semi structured interviews were conducted with employees within the case organization to collect the empirical data. The interviews were analyzed with intention to distinguish common differences and similarities. We applied different theories to our empirical data, among those were Employer Branding, Maslow´s hierarchy of needs and Herzberg´s two factor theory. The analysis is based on our empirical data merged with those theories. The main results show us that there are other factors that´s more important than wages when it comes to what makes a job attractive to the work force. Those factors are that the work tasks varies, good colleagues, a safety in knowing what you have and flexibility. People use to say that money isn´t everything, and due to this study, it´s true. We also saw differences in the closeness to the management between both carpenters and officials, and between the two geographic areas that we have studied. The officials experienced more closeness to the headquarter than the carpenters and the employees who didn’t not work in the area where the headquarter is, experienced a feeling of exclusion in some cases, despite that they also experienced a closeness to the management.