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Intern  Employer Branding: En kvalitativ studie om personalens upplevelse av Ernst & Youngs  personalarbete
Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap.
Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap.
2017 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

The purpose of this thesis is to examine how Ernst & Young works with internal employer branding from an organizational sociological perspective. The focus is to capture the dynamic behind the work with internal employer branding and to investigate the connection between the organization and the employees. Furthermore following questions are going to be examined:

§ What are the employees perception about Ernst & Young’s work with  internal  employer branding? §  How do the employees percieve the organizational culture and how do they identify themselves with the organization? §   How do they experience the communication within the organization?

To be able to answer these questions we conducted a qualitative empirical study at Ernst and Young. Previous research and theory have focused on external employer branding. Therefore we decided to do deeper research on the internal aspect of the subject. To create a broad picture, we have conducted two qualitative focus group interviews. One group consisted of managers with personnel responsibility and the other of accountant employees. Our collected data is presented in an analysis of the result, a reflective discussion and a conclusion. The result of this study shows that organizations who works with organizational culture, organizational identity and strategic communication has great potential for retaining their employees. The conclusion made a foundation which we used for creating a model. The model we developed is our own interpretation of the process of internal employer branding in organizations. The final chapter provides advice for future research in the subject area.

Ort, förlag, år, upplaga, sidor
2017. , s. 52
Nyckelord [en]
Employer branding internal branding, employee behavior, organizational culture, organizational
Nationell ämneskategori
Sociologi
Identifikatorer
URN: urn:nbn:se:oru:diva-59020OAI: oai:DiVA.org:oru-59020DiVA, id: diva2:1128674
Ämne / kurs
Sociologi
Handledare
Tillgänglig från: 2017-07-27 Skapad: 2017-07-27 Senast uppdaterad: 2017-10-18Bibliografiskt granskad

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