The Danish Welfare System with its emphasis on universal rights regarding public services is challenged from many sides. As regards the population of the elderly, it is estimated that within a period of 40 years, there will be an increase in the number of elderly to an amount of approximately 1/4 of the total population or more than 1 million inhabitants over the age of 65. At the same time it is becoming more and more evident how difficult it is for the sector to recruit staff At least this is the case in The Municipality of Copenhagen, where the development has shown that it is difficult to recruite even managers for the local rest homes. And it is the thesis of the paper below that lack of qualified applicants is caused by a negative image of the elder sector in the municipality. The paper is concerned with researching, if the thesis is correct and that is done by analysis of qualitative and quantitative data in form of quasi-structured interviews and articles from the written media together with other written sources. Two suplementary models are used as theoretical background, that by Majken Schultzs on Corporate Branding” and Anker Brink Lund’s theory of Niche-nursing. The analysis shows that there is an obvious gap between vision, culture and image, which causes an unbalanced image among the stakeholders. The distorted image is eventually due to the fact that there are antagonistic values at stake. Various values from the state, the market and the civil society are conflicting and are alienating the staff in a sector, where warm hands are an important qualification. The paper concludes with long and short term recommendations for the administrative level, in order to change the image and hereby enable the recruitment of local managers with a relevant professional profile.
|Uddannelser||Master of Public Administration, (Masteruddannelse) Afsluttende afhandling|