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Varumärkesbyggande inom offentlig sektor- konsten att attrahera det underrepresenterade könet: En kvalitativ studie om hur Försvarsmakten respektive Region Örebro län använder sociala medier i sitt varumärkesbyggande
Örebro University, School of Humanities, Education and Social Sciences.
Örebro University, School of Humanities, Education and Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Even more people use social media in their search for potential workplaces. The purpose of this essay is to gain knowledge about how the public sector works with their Employer Branding to attract the underrepresented sex through social media. During the course of our study we have identified some shortcomings in previous research of Employer Branding from a gender perspective. We have therefore with the help of four qualitative interviews with five different interviewees gathered more knowledge about the area that our essay aims to study. We have analyzed the collected material, and our results show that the organisation representatives have a significant work with their Employer Branding through social media and where a gender perspective is applied and the ambition is that the gender perspective reflect the entire organisation. However, the approach differs between the organisations on how to attract the underrepresented gender, where Region Örebro län does not use any particular strategy to attract the underrepresented gender, but strives to publish images representing society and diversity. Försvarsmakten, on the other hand, have a well-defined strategy in which there is a conscious intention that 50 percent of the images should be on women so that they can attract the underrepresented sex, which in their case is women.

Place, publisher, year, edition, pages
2018. , p. 57
Keywords [en]
Employer Branding, Social Media, Attract, Underrepresented Sex, Gender, Gender Perspective, Organisation, Attractiveness
National Category
Sociology
Identifiers
URN: urn:nbn:se:oru:diva-65852OAI: oai:DiVA.org:oru-65852DiVA, id: diva2:1191208
Subject / course
Sociologi
Supervisors
Available from: 2018-03-22 Created: 2018-03-16 Last updated: 2018-03-22Bibliographically approved

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Citation style
  • apa
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  • modern-language-association-8th-edition
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  • Other style
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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