The Use of Employer Branding When Attracting and Retaining Employees

Today it becomes more and more important for organizations to attract and retain the employees they want. It is not only products, services or organizations that should be branded but the organization as a workplace as well. Organizations have to brand themselves as a great place to work at in order to raise possible applicants to fill positions. As many organizations are competing for the most talented employees it is more important to attract and even more important to retain those who are already within the organization. We find it not only interesting to get a better understanding of how organizations use their employer brand to attract potential employees but also how they use it to retain their current employees, which is also the purpose of this thesis. The extent of this thesis is to find out what values that are of importance for organizations when branding themselves to potential and current employees.Previous research shows that there are some important values that organizations should work with to strengthen their employer brand. They need to work with their employer brand in order to attract and retain employees, as it will give them benefits when doing so. For this thesis a case study was conducted with three participants from an organization. They gave us valuable data on how they work with the values found in previous research in terms of strengthen the employer brand. These values were asked about in interviews, they were also asked to add if they worked with anything else in terms of their employer brand.Validerat; 20130618 (global_studentproject_submitter