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Employer Branding in Human Resource Management: The Importance of Recruiting and Retaining Employees
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.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem: Companies are facing problems concerning the attraction and retention of talented employees, due to the shortage of individuals with competence. Employer Branding is a relatively new concept that can function as an instrument for firms to position themselves as an employer, in order to attract and retain wanted employees.

Purpose: The purpose of this thesis is to examine the field of Employer Branding in the context of recruitment and retaining. The study examines the questions of how and why Employer Branding is implemented in firms and what role such implementation plays in Human Resource Management, in the context of recruitment and retaining processes.

Methodology: This study has been made with a qualitative approach, with a descriptive and exploratory purpose a case study approach. Data has primarily been collected through interviews at five different companies with knowledge within the area of Employer Branding.

Findings: Employer Branding can be utilized both externally to attract potential employees, and internally to increase commitment and loyalty among current employees. In the context of recruitment, Employer Branding can make the process more effective. For the Employer Brand to be trustworthy and successful the consistency between the internal values and the external image is vital.

Place, publisher, year, edition, pages
2013. , 39 p.
Keyword [en]
Employer Branding, Employer brand, Human Resources, Human Resource Management, Recruiting, Retaining
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-193993OAI: oai:DiVA.org:uu-193993DiVA: diva2:603822
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2013-02-07 Created: 2013-02-06 Last updated: 2013-02-07Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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