Attraction and Retention: Employer Branding of an Intercontinental Organization
Author
Axelsen, Line
Term
10. term
Publication year
2012
Pages
79
Abstract
Specialet undersøger, hvordan en interkontinental virksomhed kan tiltrække og fastholde de rette medarbejdere gennem et casestudie af Svitzer, en interkontinental slæbe- og bjærgningsvirksomhed. Hovedideen er, at rekruttering og fastholdelse lykkes bedst, når arbejdsgiverens forståelse af arbejdspladsen stemmer overens med medarbejdernes forventninger og oplevelser. Teoretisk bygger specialet på arbejdsgiverbranding, dvs. opbygning og vedligeholdelse af et troværdigt omdømme som arbejdsplads. Et centralt element er Employer Value Proposition (EVP): de særlige fordele og egenskaber, som arbejdsgiveren tilbyder. Arbejdsgiverbranding er den strategiske indsats for at afstemme ledelsens ønskede image med den faktiske hverdag i organisationen. Metodisk anvendes socialkonstruktivisme (opfattelsen af, at virkeligheder skabes socialt) og eksistentiel hermeneutik (fortolkning af kommunikation ud fra mening og intention). Analysen omfatter Svitzers hjemmesider og jobopslag for at indfange ledelsens budskaber samt interviews med medarbejdere for at forstå deres oplevelser. Den interkontinentale dimension belyses ved at sammenligne den centrale organisation (Head Office og Svitzer Scandinavia) med Svitzer Australia. Resultaterne peger på en mindre skævhed mellem ledelsens strategiske vision, profil og kultur og interessenternes - især medarbejdernes - opfattelser. Specialet drøfter konsekvenser og mulige forbedringer. Konklusionen er, at tiltrækning og fastholdelse kræver god overensstemmelse mellem arbejdsgiverens og medarbejdernes opfattelser af arbejdspladsen; den eksterne kommunikation skal være i tråd med den interne og den faktiske praksis.
This thesis explores how an intercontinental company can attract and retain the right employees through a case study of Svitzer, an intercontinental towing and salvage company. The central idea is that recruitment and retention work best when the employer’s view of the workplace matches what employees expect and experience. The study draws on employer branding, which is about building and maintaining a credible reputation as a place to work. A key element is the Employer Value Proposition (EVP): the specific benefits and qualities the employer offers. Employer branding is the strategic effort to align leadership’s desired image with the everyday reality of working in the organization. Methodologically, the thesis adopts social constructivism (seeing organizational realities as shaped by social interaction) and existential hermeneutics (interpreting communication for meaning and intention). It analyzes Svitzer's websites and job advertisements to capture management’s messages, and interviews employees to understand their experiences. The intercontinental dimension is addressed by comparing the central organization (Head Office and Svitzer Scandinavia) with Svitzer Australia. Findings indicate a small misalignment between management’s strategic vision, profile, and culture and how stakeholders - especially employees - perceive the company. The thesis discusses implications and ways to improve alignment. It concludes that attracting and retaining suitable employees requires a clear match between the employer’s conception and employees’ experiences of the workplace; external messages should be consistent with internal communication and reality.
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