To Örebro University

Staffing industry is a fast expanding industry, where the discussion goes apart if the industry's terms of employment are profitable to the employees’ consultants or not. To attract job seekers, it is important to be an attractive employer. Given that the staffing industry's core is the human capital and the employment conditions of the industry is being discussed, it becomes important for staffing agencies to make themselves an attractive employer. This leads to the purpose of the study, which is to illustrate how the manning industry presents itself in the labor market as an attractive employer for job seekers. It seems to be a lack of studies about how staffing agencies makes themselves attractive for jobseekers. However, previous research shows that organization culture and employer branding are used in recruitment to attract jobseekers. We have conducted four qualitative interviews on how organization culture and employer branding are used to attract jobseekers. The result shows how both concepts are used and that they complement each other. In this study organizational culture is based on Schein's model where the first and second cultural levels will be used: artifacts as well as values and norms. Employer branding is used by the staffing industry by highlighting opportunities and benefits with the industry. Our result shows that both staffing agencies are conscious about the divided opinion about the employment conditions in the staffing industry and they work hard to make the negative image disappear.