Störst kommer först? - Employer branding i mindre, nystartade företag

Abstract

In recent years, employer branding has become a popular and very used strategy for all types of organizations and companies. Since the difference between big corporations and small, newly started companies, can be quite big it is important to take this under consideration when creating the employer branding strategy. However, previously research does not take this under consideration and it mostly focuses on what employer branding can do for corporations with monetary resources. This study aims to examine how smaller and more newly started companies can use employer branding as way to attract, recruit and retain people within the company. Previous research indicates how a larger part of employer branding processes and activities are strongly connected to an organization’s HR-department. These activities and processes are focused on, but not limited to, attracting, recruiting and retaining qualified employees in order to provide/supply the organization with competence. As previously mentioned, smaller and newly started companies do not have the same opportunities and resources as well established, larger companies. Therefore, it is also of interest to examine, not only how smaller, newly started companies work with employer branding as a way of attracting, recruiting and retaining employees, but also which part HR could possibly play in these matters. To examine this closer a qualitative method using semi structured interviews has been adopted. The authors interviewed seven respondents from six companies and all interviews were conducted within a week. The result shows that smaller companies actually do not experience competition when comparing with bigger corporations. According to liability of smallness and newness it is still important to have a strategy, and both employer branding och HR are important parts of implementing and succeeding with this. Further, all of the examined companies are first and foremost working with internal employer branding. With an informal vibe within the company they want to attract people with the right personality. It is important for all the companies that the internal culture is retained and followed.