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Attrahera och behålla volontärarbetare med hjälp av employer branding: En kvalitativ studie utförd på en volontärorganisation i Mellansverige
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology, Psychology.
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology, Psychology.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Studiens syfte var att undersöka hur employer branding kan användas för att attrahera och behålla volontärer med specialiserad kompetens inom en organisationform som är beroende av kompetens. Ytterligare ett syfte var att undersöka upplevelsen av ett aktivt arbete med employer branding för att attrahera och nehålla volontärer. Det genomfördes sammanlagt sex intervjuer med volontärarbetare på en volontärorganisation. Resultatet visade på fyra upplevda huvudteman som kunde sammankopplas med respondenternas val av volontärorganisation. Dessa teman kunde också kopplas samman med organisationens attraktivitet. Det framkom i resultatet att respondenternas kompetens inom organisationens inriktning skapade ett upplevt intesse för verksamheten och var en viktig faktor i valet av volontärorganisation. Det framkom också att en personlig koppling samt personliga fördelar inom organisationen var av stor betydelse för respondenterna. Det framgick av intervjuerna att uppfattningen av organisationen som strukturerad ansågs vara en positiv aspekt i fråga om att stanna kvar inom organisationen. Slutligen framkom det att den allmänna kännedomen om organisationen skapade motivation hos volontärerna

Abstract [en]

The study's purpose was to examine how employer branding can be used to attract and retain volunteers with a high skill level in an organization that depends on skills. Another purpose was to explore the experience of active work with employer brandingto attract and retain volunteers. Six interviews were conducted with volunteers in a volunteers organization. The result showed that there were four main percevied themes that could be linked to the respindent's choice of a volunteers organization. These themes could also be linked to the organization's attractiveness. The result showed that there were four perceived main factors that could be associated with respondent's choice of volunteers organization. It also emerged that a personal connection and personal benefits of the organization was of great importance to the respondents. It was clear from the interviews that the perception of the organization as structured was considered a positive aspect in regards to remain in the organization. Finally, it appeared that the general awareness of the organization created motivation for the volunteers.

Place, publisher, year, edition, pages
2017. , 25 p.
Keyword [en]
Employer Branding, Volunteer, Volunteer organization, competence, attractiveness
Keyword [sv]
Employer Branding, Volontär, Volontärorganisation, Kompetens, Attraktivitet
National Category
Psychology
Identifiers
URN: urn:nbn:se:hig:diva-24771OAI: oai:DiVA.org:hig-24771DiVA: diva2:1129682
External cooperation
Anonym extern partner
Subject / course
Psychology
Educational program
Human resources and labour relations
Presentation
2017-06-08, Gävle, 13:00 (Swedish)
Supervisors
Examiners
Available from: 2017-08-08 Created: 2017-08-06 Last updated: 2017-08-08Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
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Language
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  • Other locale
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Output format
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