Strategi - et spørgsmål om ord? Et casestudie i mangfoldighedsledelse og employer branding i ISS

Christel Kjærulf Laursen & Helena Raida Daugaard

Student thesis: Master thesis


Today, diversity is part of society. Therefore, many companies face the challenge of having a diverse workforce, and the importance of diversity management is therefore undeniable. Furthermore the demographic faultline is getting closer and employer branding initiatives are more important than ever in order to attract potential employees before ‘the battle’ of generation Y begins. The international company ISS is one of the many companies who puts focus on these issues. On this basis the purpose of this master’s thesis is to research the following: How does ISS work with diversity management and employer branding and do their methods correspond with the theoretical recommendations? These questions are answered by analyzing our empirical findings and other relevant materials in order to gain an insight into how ISS works with diversity management and employer branding in practice at management level and to find out if ISS' focus on these areas has a positive effect on the employee's view on ISS as an employer. Finally our empirical findings will be compared to the theoretical recommendations. The empirical basis of the thesis is 13 qualitative interviews: One with ISS human resource manager Kit Abel, two with two middle managers from ISS and finally ten with the middle manager’s employees. They are interviewed in order to give us knowledge on how ISS works with diversity management and employer branding. The empirical findings reveal that there is a gap between ISS’ methods and the theoretical recommendations. The theory claims that a company should have a goal and a strategy stating how they are going to reach that goal. However, ISS doesn’t have a strategy in relation to how they work with diversity management nor how they work with employer branding. But despite these facts ISS is a successful company and even though they do not have a strategy, their employees are satisfied with them as an employer and they feel that the culture in ISS makes room for diversity. These empirical findings indicate that even though ISS doesn’t follow the theoretical recommendations, they have success with diversity management and employer branding. It would be interesting to research if there are other companies who have a different approach to diversity management and employer branding, and if they have achieved the same successful results as ISS, because that might indicate that the theory is incomplete

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2014
Number of pages138