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Corporate Social Responsibility inom Employer Branding – Ett led i att attrahera och behålla personal inom Generation Y?
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Corporate Social Responsibility in Employer Branding – A way to attract and retain personnel of Generation Y? (English)
Abstract [sv]

Denna uppsats undersöker hur en organisation inom banksektorn arbetar med CSR och Employer Branding i relation till Generation Y. De tre begreppen används som utgångspunkt för att fördjupa studien. Tidigare studier indikerar att det är väsentligt för en organisation att fokusera på CSR-arbete för att attrahera och behålla personal. Samtidigt indikerar nya studier att individer inom Generation Y har ett intresse för och en medvetenhet kring hållbarhet, vilket gör att de är mer benägna att reagera positivt mot en organisation som tar ett socialt och miljömässigt ansvar än mot organisationer som inte tar ett sådant ansvar. Nio individer anställda inom Svenska Handelsbanken intervjuades, varav tre tillhör ledningen och resterande sex tillhör Generation Y. Syftet med att intervjua totalt nio individer var utifrån den erfarenhet de hade inom studiens forskningsområde. Slutsatsen är att CSR-arbete är en del av Svenska Handelsbankens Employer Branding. CSR-arbetet återspeglas i bankens organisations- och affärskultur och arbetet med detta utgör i sin tur en viktig del i att attrahera och behålla personal inom Generation Y. 

Abstract [en]

This thesis examines how an organisation in the bank sector works with CSR and Employer Branding in relation to Generation Y. The three concepts (CSR, Employer Branding & Generation Y) are used as a foundation to deepen the study. Previous research indicates that it is essential for an organisation to focus on CSR to attract and retain personnel. Simultaneously, new research indicates that individuals within Generation Y have an interest in and an awareness of sustainability, which means that they are more likely to react positively to an organisation that takes social and environmental responsibility than to organisations that do not take such responsibility. Nine individuals employed by Svenska Handelsbanken were interviewed, of which three belong to the management and the remaining six belong to Generation Y. The purpose of interviewing a total of nine respondents was based on the experience they had in the study's research area. The conclusion is that CSR is part of Svenska Handelsbanken's Employer Branding. CSR is reflected in the bank's organisational culture and business culture and the work on this, in turn, constitutes an important part of attracting and retaining personnel of Generation Y. 

Place, publisher, year, edition, pages
2019. , p. 55
Keywords [en]
Corporate Social Responsibility (CSR), Employer Attractiveness, Employer Branding, Generation Y, Svenska Handelsbanken.
Keywords [sv]
Corporate Social Responsibility (CSR), Employer Attractiveness, Employer Branding, Generation Y, Svenska Handelsbanken
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-377394OAI: oai:DiVA.org:uu-377394DiVA, id: diva2:1290008
Subject / course
Business Studies
Educational program
Bachelor Programme in Business and Economics
Supervisors
Available from: 2019-02-26 Created: 2019-02-19 Last updated: 2019-02-26Bibliographically approved

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