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Sveriges  viktigaste arbetsgivarvarumärke?: En kvalitativ studie av den offentliga sektorns strategiska kommunikationsprocess utifrån employer branding-kampanjen Sveriges viktigaste jobb
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
Örebro University, School of Humanities, Education and Social Sciences, Örebro University, Sweden.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to study the strategic communication process of the employer branding campaign Sveriges Viktigaste Jobb. This with the ambition to gain an understanding of how it be perceived when the public sector creates a branding-oriented campaign. To examine the entire communication process, we will put the sender's intentions in relation to the recipient's perceptions of the same. We conducted qualitative interviews with the sender of thecampaign; SKL and Region Örebro län and focus group interviews with the recipients, which we defined nursing and medical students at Örebro University.

Employer branding is a communicative approach that usually do not occur in the strategic communications of public sector and especially not as a nationwide campaign. Therefore, there is no previous research in this area, and thus not a communicative tool to use to understand the whole communication process. Because of this we created our own model, based on theories in reputation management in public sector and audience reception. The result shows that SKL and Region Örebro län has one idea of how the municipalities and county councils in Sweden will strengthened their employer brand, which is not consistent with the recipient's view of this.Furthermore, it appears that both the recipient and the sender are positive towards public sector adopting employer branding strategies in their strategic communications.

Place, publisher, year, edition, pages
2017. , 58 p.
Keyword [en]
Strategic communication, public sector, employer branding, campaign, communication
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:oru:diva-56245OAI: oai:DiVA.org:oru-56245DiVA: diva2:1080522
Subject / course
Medie- och kommunikationsvetenskap
Supervisors
Available from: 2017-03-10 Created: 2017-03-10 Last updated: 2017-03-10Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf