Employer branding – a transformation of the existing theory This thesis is a study in employer branding and its usability in cultural organizations. Employer branding as a concept draws upon different fields of experience – Human resources, Marketing and Communications – which is why the curiosity about the subject occurred. By reformulating the existing theories, with a focus on cultural organizations we hope to improve and strengthen it as strategy. The field of study departs from the following definition of employer branding: Employer branding is the strategic process in which the organization tries to influence its mark as a workplace, so that the organization's real employer brand gets as close to the desired employer brand as possible When reformulating the existing employer brand theory, we included known Human resource and Marketing theories, which resulted in “The employer brand puzzle”. The model includes 4 elements and a toolbox for the specialists that want to implement it in a cultural organization. The model has the organizations’ Vision as a central element, to anchor the model on the strategic level, and is surrounded by the Organizational culture, Organizational identity and the Image, to secure continuity in the organizations signals. “The employer brand puzzle” advantages, besides the two above mentioned, are the symbiosis between the elements, and its focus on cooperation among the specialists that implants it in a organization. “The employer brand puzzle” should be used as a strategy with two specific goals. The first is to secure that employees stay with organization for a longer period, hereby keeping knowledge and competence. The second goal is to develop the employees, with the organizations needs in mind, instead of the individuals needs. Cultural organizations sells experiences, they create for their customers. These experiences are created by their employees, which in turn are the organizations largest expense. The conclusion is that it would therefore be an advantage for a cultural organisation to implement “The employer brand puzzle” so that it can shape its employees and make sure that every one of them move towards the same goal – The Vision.
|Uddannelser||Cand.merc.hrm Human Resource Management, (Kandidatuddannelse) Afsluttende afhandling|