Den offentliga sektorns Employer brand med målgruppen generation y : En undersökning om hur den offentliga sektorn kan utveckla sitt employer brand för att attrahera och kunna kommunicera med generation Y.

A large generation shift is coming, where the precious generation, so called “Baby Boomers” which are born between 1946 and 1964 will be replaced in the labor market by the new generation, also known as “Generation Y” which refers to individuals born between 1980 and 1999. This generation shift has brought about that the public sector as an employer faces a challenging recruitment need, where new potential employees need to be recruited to replace the previous generation (Baby Boomers). One problem with this fact is that the previous generation (Baby Boomers), and the “Generation Y” may differ considerably in terms of conditions, expectations, needs and goals that may be associated with a potential workplace. This has brought about that the potential employers in the public sector must appear as attractive employers in order to fulfill the recruitment needs of potential future employees that will arise and be attracted to the public sectors activities. There are different ways for an employer to achieve this, for instance by potential employers appropriately utilizing their (employer brand) which can work to attract potential employees in the future. In this report, that is based on a qualitative study in which 10 individuals (belonging to Generation Y) with ongoing/completed university education were interviewed regarding their perspective of the public sector as a potential employer. The respondents have an educational background with the main areas HR and logistics, where these are distributed among 5 within HR and 5 in logistics. The purpose has been to capture individuals (within Generation Y) views of the public sector and to understand their experiences/aspects on the public sector as a future employer