Employer branding -Et nyt fokus: Et bidrag til debatten om employer branding
Forfatter
Sebastin, Marie
Semester
4. semester
Uddannelse
Udgivelsesår
2008
Antal sider
70
Resumé
Specialet undersøger employer branding som et aktuelt felt i krydsfeltet mellem kommunikation og HR, hvor begrebet bruges til rekruttering og fastholdelse i en tid med lav ledighed. Afsættet er en kritisk undren over, at debatten ofte reduceres til om employer branding blot er et buzzword eller gammel vin på nye flasker, uden at adressere de sociologiske forudsætninger brandarbejdet hviler på. Problemformuleringen spørger, om debatten bør skifte fokus mod en mere reflekterende for og imod branding debat, og hvad der sker, hvis de underliggende præmisser ikke er opfyldt. Specialet gennemfører tre delstudier: 1) en begrebsafklaring af employer branding og dets rationale via en gennemgang af brandinghistorie, corporate branding og employer branding-litteratur (bl.a. Buhl, Sandstrøm, Heding og Knudtzen; Schultz m.fl.; Barrow og Mosley; Backhaus og Tikoo samt materiale fra CORE:WORKERS), 2) en identifikation af sociologiske teorikomplekser, der både kan understøtte (Giddens, Luhmann formidlet via Thyssen) og problematisere (Beck, Sennett, Bauman) employer branding gennem tre teser og tre anti-teser om medarbejder-virksomhedsrelationen, motivation og organisationen som arena for selvrealisering, og 3) en analyse af indlæg på Kommunikationsforum for at belyse, hvordan employer branding debatteres blandt kommunikations- og HR-interesserede. Formålet er at tydeliggøre antagelserne bag employer branding, afdække argumenter for og imod samt drøfte implikationer for rekruttering og fastholdelse. Konkrete resultater og konklusioner omtales i senere afsnit og fremgår ikke af det foreliggende uddrag.
This thesis examines employer branding at the intersection of communication and HR, where the concept is used to recruit and retain employees amid low unemployment. It starts from a critical observation that the public debate often reduces employer branding to a buzzword or old wine in new bottles, without addressing the sociological assumptions that branding work relies on. The main question is whether the debate should shift toward a more reflective for-and-against branding discussion, and what happens if the underlying premises are not met. The thesis comprises three components: (1) a conceptual clarification of employer branding and its rationale through a review of branding history, corporate branding, and employer branding literature (including Buhl, Sandstrøm, Heding and Knudtzen; Schultz et al.; Barrow and Mosley; Backhaus and Tikoo and materials from CORE:WORKERS), (2) an identification of sociological theory complexes that both support (Giddens, Luhmann as presented by Thyssen) and challenge (Beck, Sennett, Bauman) employer branding, structured as three theses and three anti-theses concerning the employee–organization relation, motivation, and the organization as a site of self-realization, and (3) an analysis of posts on Kommunikationsforum to illuminate how employer branding is discussed among communication and HR-interested audiences. The aim is to clarify the assumptions behind employer branding, map arguments for and against, and discuss implications for recruitment and retention. Specific findings and conclusions are presented later in the thesis and are not included in this excerpt.
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