A progression from employer to employee branding
Author
Korsgaard, Asmus Dam
Term
4. term
Publication year
2025
Pages
48
Abstract
This thesis examines how contemporary employer branding has become so homogeneous that it weakens organizations’ ability to attract, recruit, and retain employees. In response, it proposes a progression from employer branding to employee branding, shifting the focus from employer-centric promises to the socio-collegial dynamics that shape everyday work. The study addresses a twofold question: which managerial approach can deliver meaningful differentiation in an isomorphic branding landscape, and how can employees and job seekers navigate it? Adopting a social constructivist stance, the work integrates a theoretical literature review with Herzberg’s Two-Factor Theory, DiMaggio and Powell’s institutional isomorphism, and Kotter’s 8-Step Change Model. The concept is empirically informed by a self-administered survey of Generation Z and Randstad’s 2025 international Workmonitor. Qualitative responses are thematically coded, and quantitative tendencies are contextualized across datasets. Both sources indicate strong emphasis on elements aligned with employee branding—especially among Generation Z, but increasingly across generations. The thesis delivers a practical implementation roadmap based on Kotter to embed employee branding culturally within organizations. Anticipated benefits include greater distinctiveness in a uniform labor market and clearer guidance for job seekers.
Denne afhandling undersøger, hvordan nutidens employer branding er blevet så ensartet, at det svækker organisationers evne til at tiltrække, rekruttere og fastholde medarbejdere. Som svar foreslås en progression fra employer branding til employee branding, hvor fokus flyttes fra arbejdsgiverløfter til de socio-kollegiale dynamikker, der præger hverdagen på arbejdspladsen. Studiet stiller et toleddet spørgsmål: Hvilken ledelsesstrategi kan skabe differentiering og effekt i et isomorfisk brandlandskab, og hvordan kan medarbejdere og jobsøgere navigere i det? Med et socialkonstruktivistisk udgangspunkt kombineres et teoretisk litteraturreview med Herzbergs to-faktor-teori, DiMaggio og Powells isomorfismebegreb og Kotters 8-trins forandringsmodel. Empirisk underbygges konceptet af en egenkonstrueret survey blandt Generation Z samt Randstads internationale Workmonitor (2025). Kvalitative svar kodes tematisk, og de kvantitative tendenser sammenholdes på tværs af datasæt. Begge kilder peger på en markant vægtning af elementer, der knytter sig til employee branding—særligt blandt Generation Z, men også i stigende grad på tværs af generationer. Afhandlingen munder ud i et praktisk implementeringsroadmap baseret på Kotter, der skal forankre employee branding kulturelt i organisationen. Forventede gevinster er øget differentiering i et ensartet arbejdsmarked og bedre beslutningsgrundlag for jobsøgere.
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