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Arbetsgivarvarumärket: Vikten av att skapa goda ambassadörer
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology.
University of Gävle, Faculty of Health and Occupational Studies, Department of Social Work and Psychology.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syftet med studien var att undersöka en organisations arbete kring det externa arbetsgivarvarumärket genom att studera ambassadörernas upplevelser och egenskaper. Detta är en kvalitativ studie och därmed genomfördes sju intervjuer med anställda på en organisation i Mellansverige. Ur resultatet framkom det fem olika huvudteman med tillhörande underteman som beskrev ambassadörernas upplevelser av organisationen som arbetsgivare och egenskaperna som en ambassadör anses ha samt måste ha för att vara en god ambassadör. Respondenterna upplevde stolthet över att vara arbetstagare inom denna organisation, dem upplevde meningsfullhet i sina arbetsuppgifter samt utvecklingsmöjligheter i och med att organisationen är stor, till antal anställda. Det framkom även att ambassadörernas egenskaper har stor betydelse för att kunna vara en god ambassadör samt vad dem ska förmedla. Sammanfattningsvis visar studien att ambassadörernas upplevelser av arbetsgivarvarumärket och ambassadörernas egenskaper har stor betydelse för hur organisationen arbetar med det externa arbetsgivarvarumärket. 

Abstract [en]

The purpose of the study was to examine an organization’s work on the external employer’s brand by studying ambassadors' experiences and characteristics. This qualitative study has seven interviews with employees of an organization in central Sweden. From the result, five different main themes were found describing ambassadors' experiences of the organization as employee and the qualities that an ambassador considers to be and must have, to be a good ambassador. Respondents perceived pride in being an employee in this organization, they felt meaningfulness in their duties and development opportunities as the organization was large, to the number of employees. It also emerged that the ambassadors' qualities are of great importance to be a good ambassador and what they should convey. In conclusion, the study show that ambassadors experiences of the employer brand and the ambassadors characteristics are of great importance to how the organization works with the external employer brand.

Place, publisher, year, edition, pages
2017. , p. 33
Keywords [sv]
Arbetsgivarvarumärke, Ambassadörskap, Ambassadörer, Stolthet
National Category
Psychology
Identifiers
URN: urn:nbn:se:hig:diva-27586OAI: oai:DiVA.org:hig-27586DiVA, id: diva2:1232903
External cooperation
Kommunalt
Subject / course
Psychology
Educational program
Human resources and labour relations
Supervisors
Examiners
Available from: 2018-08-15 Created: 2018-07-13 Last updated: 2018-08-15Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf