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Konsten att attrahera och bibehålla framtidens talanger: En studie om hur projektledare och ingenjörer tänker kring valet av en arbetsgivare, samt vad som får dem att stanna
University of Borås, Faculty of Caring Science, Work Life and Social Welfare.
University of Borås, Faculty of Caring Science, Work Life and Social Welfare.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The art of attracting and retaining the talents of the future (English)
Abstract [en]

Due to the globalization in the world the labour market has become more competitive. This study turns to the labour market in Sweden where there has noticeably been a lack of competency regarding engineers and project leaders in the technical industry. In recent times organizations have begun working more actively with empowering their employer brand and the strategies around it, to become more attractive on the labour market. The term employer branding has therefore become more current today to attract the best talents. Employer branding is the work that saturates the whole organization towards becoming an attractive workplace where employees want to stay and potential employees want to be a part of. The aim of the study is to investigate how individuals within the engineering and project leader business think about regarding the choice of an employer.

Throughout the study, several aspects have been investigated: the recruitment process and the experiences of it, what makes an employer attractive, expectations of an employer, on what basis employees are staying in an organization and thoughts around marketing. The empirical material has been analyzed with coding of the interviews together with research on employer branding. Theories such as Maslow’s hierarchy of needs and KASAM (theory of employer's needs  for  belonging)  have  been  applicated,  compared  and  discussed  to  the  result.  The empirical material is gathered by eight semi-structured interviews with a range of engineers and project leaders in different employment levels.

The result of the study showed the importance of employer branding and that a strong brand and reputation affects and attracts potential employees and makes existent employers stay within the organization. The aspects that attracts engineers and project leaders are very similar but differs in a small extent regarding the size of the company and work tasks. Some central elements that attracts potential employees are opportunities for development, variation in work assignments, good reputation and the knowledge that the organization take care of their employers by offering support and well-being.

Place, publisher, year, edition, pages
2017.
Keywords [en]
employer branding, recruiting, internal, external, elements of attraction, communication, associations
Keywords [sv]
employerbranding, rekrytering, intern, extern, attraktionsfaktorer, kommunikation, associationer
National Category
Production Engineering, Human Work Science and Ergonomics
Identifiers
URN: urn:nbn:se:hb:diva-12340OAI: oai:DiVA.org:hb-12340DiVA, id: diva2:1119404
Subject / course
Occupational Science
Supervisors
Examiners
Available from: 2017-08-25 Created: 2017-07-04 Last updated: 2017-08-25Bibliographically approved

Open Access in DiVA

A-K2017:8(522 kB)90 downloads
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1d5b4827a7e944c3d87ab68a649f3d728737783c8d9ad40f4e217dc14ac5c9ec5a5e6a324efc3887a37d7da5d050c83fc72b07f5442018e84867b9e02c31991e
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Faculty of Caring Science, Work Life and Social Welfare
Production Engineering, Human Work Science and Ergonomics

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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