En attraktiv arbetsgivare - Att stärka sitt arbetsgivarvarumärke i offentliga organisationer

Abstract

Background and problems: In this study, we want to investigate how a larger public organization deals with strengthening its employer brand while also wanting to be an attractive employer. The study wants to illustrate how several different factors in a public organization can influence how employees feel, but also how the organization performs certain measures to successfully attract employees to a reorganization. It is important to ensure that organizational changes are communicated to interested parties efficiently and correctly. In both the change process and employer branding work, communication is an important factor. Purpose: The purpose of this essay is to investigate how a larger public organization has worked towards becoming an attractive employer and gain a greater understanding of the phenomenon of employer branding. To delineate the thesis and be able to answer the study's questions, we have chosen to focus on internal employer branding by taking part in assigned documents and interviews. By doing this, we get an idea of how the organization works with communication to create an attractive employer brand. Method: This essay is based on a qualitative study with a starting point from a specific larger public organization in Sweden. Our study is based on targeted interviews and document analyses to be able to answer the study's purpose and question formulation. By examining the business documents, our understanding of the context of our study is strengthened. This also helps us understand how our interviewees work and apply policies and guidelines, and to understand their perception and experiences of these documents. Results: The analysis of the empirical material shows that our case organization works actively with employer branding and strengthens its employer brand to differentiate itself in the labor market. The public sector is associated with secure employment, good development opportunities, and a balance between work and leisure. We believe it can be problematic to introduce new technical IT solutions in a large public organization. To succeed, this requires that the organization can successfully communicate the change, which we can see is a major challenge in the organization.