To forretningsben. Ét ATP.: - Om employer brandings autokommunikative indvirken på organisationsidentitet
Oversat titel
Two pillars of business. One ATP.: A Master Thesis seeking to investigates how autocommunicative employer branding initiatives influence organisational identity
Forfatter
Adelskov, Anders Wahlgreen
Semester
4. semester
Uddannelse
Udgivelsesår
2018
Afleveret
2018-05-31
Antal sider
64
Abstract
Formål: Med afsæt i ATP, en dansk organisation med to hovedområder (pension/investering og administration af offentlige midler), undersøger specialet, hvordan autokommunikative employer branding-indsatser påvirker organisationsidentiteten og visionen om 'one ATP' blandt medarbejdere. Autokommunikation forstås her som kommunikation, hvor virksomheden taler om sig selv på en måde, der også er rettet mod egne medarbejdere, fx via offentlige kanaler. Tilgang: Specialet trækker på CCO-tilgangen (ideen om, at organisationer skabes gennem kommunikation), autokommunikation, en fragmenteret og konstruktivistisk kulturforståelse samt Hatch & Schultz' (2002) model for samspillet mellem identitet, image og kultur. Metode: Syv medarbejdere fra forskellige dele af organisationen blev interviewet. Under interviewene reagerede de på fem konkrete opslag fra ATP's Facebook- og LinkedIn-profiler. Artikler fra intranettet indgik også som empiri. Analysen fokuserer på, hvordan medarbejderne (ikke) kan identificere sig med disse opslag. Fund: Visionen om 'one ATP' udfordres i mødet med de autokommunikative employer branding-tiltag. Respondenterne italesætter tydelige skel i organisationen på tværs af forretningsområder, fagligheder og geografiske lokationer. Overordnet set giver opslagene i begrænset omfang grundlag for medarbejderidentifikation og fælles tilhørsforhold.
Purpose: Using ATP—a Danish organization with two main pillars (pensions/investments and administration of public funds)—as the case, this thesis examines how autocommunicative employer branding initiatives influence organizational identity and the vision of 'one ATP' among employees. Here, autocommunication means a company talking about itself in ways that also address its own employees, for example through public channels. Approach: The thesis draws on the CCO perspective (the idea that organizations are constituted through communication), autocommunication, a fragmented and constructivist view of culture, and Hatch and Schultz’s (2002) model of the dynamic interplay between identity, image, and culture. Method: Seven employees from different parts of the organization were interviewed. During the interviews, they responded to five specific posts from ATP’s Facebook and LinkedIn profiles. Articles from the intranet were also included. The analysis explores how employees do or do not identify with these posts. Findings: The vision of 'one ATP' is challenged by these autocommunicative employer branding efforts. Respondents articulate clear distinctions within the organization by business area, profession, and geographical location. Overall, the social media posts provide limited support for employee identification and a shared sense of belonging.
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