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Employer Branding as a tool for employer attractiveness. -How can Lyse AS become a more attractive employer for their target audiences?

Dudley, Marc Steven
Bachelor thesis
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2261338.pdf (2.685Mb)
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http://hdl.handle.net/11250/2620343
Utgivelsesdato
2019
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  • Bachelor [678]
Sammendrag
Purpose of this paper

Lyse AS is a corporate group operating in the Energy and technology industries

and like their competitors they are in search of the best-skilled workers. After the

oil crisis in 2014, which saw the unemployment rate increase from 2,1% to 4,5%,

the labour market is now recovering. Competition for talent is fierce as both oil

and IKT companies in the region are also searching for the best-skilled workers.

Turnover at Lyse has increased by 40% between 2015 and 2017, and the

challenge for Lyse is, therefore, not only to be an attractive employer for the bestskilled

workers in engineering, business and IKT, but also to retain the most

talented employees after they join the company. The purpose of this paper is to

answer the following question: How can Lyse become a more attractive employer

for their target audiences? Also, the aim is to find out if there are any

demographic differences between gender, age, education field and student or nonstudent

status. Finally, it will be essential to find out the effect digital platforms

have on employer attractiveness, as this is the modern way of communicating

with the target audiences. Answering these questions will help Lyse implement an

employer branding strategy and help them be competitive in the labour market.

Methods used to answer the questions

Previous research on employer attractiveness, including the most valued attributes

when choosing an employer, was used to construct a quantitative questionnaire.

17 items in the employer attractiveness scale were used to identify which

attributes are valued the most and 236 subjects in Lyses target groups participated.

Questions about the effect a company’s webpage, social media and job application

system can have on employer attractiveness was also answered by participants.

Secondary data was also used to help identify what current applicants feel about

the organisation.

Results

The research identified 16 of 17 items being essential when choosing an employer

and especially development and social value are important for all subjects in the

sample group. The perceived importance levels of the different attributes varied

between male and female participants, as females generally scored higher on all

attractiveness attributes. The perceived importance levels of the components of

employer attractiveness partially varied according to the education field and age, but not between students and non-students. Results also show that social media

has an essential role in communicating with the target audiences, and poor userfriendliness,

visual representation and content on a company’s website and job

application system has a demoralising effect on job applicants.

Conclusion

To become a more attractive employer, Lyse must develop an employee value

proposition (EVP) by combining the results from this research with the attributes

that current employees find most attractive. This means further analysis internally

is the next step, to be able to identify any similarities between the external target

groups and the current employees. It will also be important to identify critical

areas among the attributes that need improving internally. Linking the EVP to the

identity, corporate brand and vision of Lyse will be important to help current

employees identify themselves with the employer brand. Finally, by using social

media and the company’s webpage to communicate with their target audiences,

Lyse has the tools in place to succeed in becoming a more attractive employer.

However, as employer branding is an on-going process and not a short-term

project, it requires investing the necessary resources. Only then can Lyse achieve

their goal of becoming a more attractive employer for their target audiences.
Beskrivelse
Bacheloroppgave i Human Resource Management fra Handelshøyskolen BI, 2019
Utgiver
Handelshøyskolen BI

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