To Örebro University

This thesis investigates how employer branding is communicated across the public and private sectors in Sweden, using the Employer Value Proposition (EVP) model, based on the Employer Attractiveness (EmpAt) scale by Berthon et al. (2005), as an analytical framework. This study uses Qualitative Content Analysis (QCA) of job advertisements and career pages from four organizations: Försvarsmakten, Örebro kommun, Mentimeter, and IKEA. The study identifies which value dimensions are emphasized and how they are communicated. Findings reveal that public sector organizations prioritize application value, highlighting societal contribution and civic responsibility, while private sector organizations focus on development and interest values, emphasizing growth, innovation, and personal fulfillment. Social value emerges as a shared priority, although expressed differently across sectors. Economic value is referred to more explicitly in the private sector, though it is not dominant in either sector. The study contributes to strategic communication research by offering a cross-sectoral, text-based analysis of how organizations construct and communicate their employer identities. It offers practical insights for communication professionals aiming to align branding strategies with organizational culture and job market expectations.