Purpose: Our purpose is to achieve a higher understanding of which factors University of Uppsala is using to attract and keep their existing workers.Theory: We have worked with Barrow & Mosley's the employer brand mix, this modelexplains 12 important factors that exists within the employer branding process. External reputation, internal communication, the board, values and corporate social responsibility, internalmeasuring systems, service support, work environment, rewards and acknowledgements, learningand development, performance estimation, team management and recruitment and introduction.Method: To achieve an understanding of our subject we have chosen to work with a qualitativemethod. This type of method is more considerate of the interviewed person?s way of seeingthings and also accounts for how the person answers. To answer our problem statement we haveconducted a case study on University of Uppsala where we used semi structured interviewsbecause we wanted to limit the risk of leading questions.Empirical findings: University of Uppsala were used as material for our empirical discussionContext: The main reasons that workers is attracted to and are staying at the university dependson the external status they achieve when working there, this combined with that the workers getsto be a part of the university's brand.

The paper's purpose has evolved during the process of researching and writing it. In the beginning it was to investigate if art and culture could increase the strength and knowledge of a brand and if there existed a knowledge about this amongst Swedish companies, situated in Stockholm. During the process the purpose has evolved into exploring the type of companies that acknowledge this and those that don't. By using Bourdieu's terminology and tools, the reasons behind the use of art has been analyzed.The paper employs an explorative approach by accessing data through interviews and public data provided by the Internet through web pages and government files.The paper comes to the conclusion that what Holt calls cultural branding has not evolved, when looking at the companies that are accurate for this study. Out of 24 companies only one comes close to observing socio cultural movements through the arts.

Title: Images of Sweden in ItalyNumber of pages: 5252 (589 including enclosures)Author: Oskar GustafssonTutor: Martin NilssonCourse: Political Science C level ? Bachelor?s ThesisPeriod: Spring term 2010University: School of Social SciencesLinnaeus UniversityPurpose/Aim: The purpose of my research study is to, through the use of political science theories on soft power and marketing theories about nation branding and in comparison to previous studies on the image of Sweden in Italy, gains a better understanding of the image of Sweden in Italy, with special focus on national political institutions and young Italians.Method: The method of analysis is a combination of qualitative methods: interviews where information about the image of Sweden amongst national political institutions were gathered and a survey where information was gathered about the image of Sweden amongst young Italians.Main results: On the basis of the results I have gained it can be concluded that a positive and well informed image of Sweden emerges when it comes to cultural and social factors but a more restricted and somewhat negative image come to light when asking national political institutions and young citizens in Italy about their views and knowledge on Swedish domestic and international politics and economics.Keywords: Soft power, Public Diplomacy, Nation Branding, Images of Sweden, Italy..

Bakgrund: En bransch där det i nuläget syns ett ökat behov av personal är förskoleverksamheten, vilket bland annat beror på pensionsavgångar. Det är dock idag inte lika många som utbildar sig till förskollärare med konsekvensen att det råder personalbrist inom förskolan. Friskolereformen har också medfört att det råder en konkurrenssituation mellan kommunala förskolor och privata alternativ. Detta gör att det är betydligt viktigare för arbetsgivare att vara attraktiva, då de sökande kan ställa högre krav på både arbetsgivare och arbetsplats. Det finns alltså fler lediga jobb än det finns förskollärare.Syfte: Syftet är att skapa kunskap om och förståelse kring hur förskollärarstudenter uttrycker att en attraktiv arbetsgivare bör vara och vilka faktorer de värderar högst vid val av arbetsplats och arbetsgivare.

More and more companies have realized the impact their employees' appearance has in creating an overallpositive experience for their customers. Hence, many retailers use some form of employee clothing or aspecific dress-code for their in-store workforce. The subject is in spite of this poorly investigated,especially in an ordinary retail environment. The purpose of this study was therefore to portray the effectsan introduction of a unitary employee clothing may have on customers as well as on the in-storeemployees. The experiment was conducted in two retail stores, belonging to a Swedish retail chain.

Problemformulering Den befintliga forskningen om vad som motiverar anställda att leva upp till varumärkeslöftet är ostrukturerad. Forskare använder olika nämnare för att beskriva vad som motiverar anställda men det saknas forskning som sammanställer och ger en strukturerad bild av ämnet. Därför är det nödvändigt att systematisera nämnarna för att strukturera den befintliga forskningen.Syfte Syftet med studien är att systematisera de nämnare som driver anställdas motivation att leva upp till varumärkeslöftet.Forskningsfråga Hur kan nämnarna som driver anställdas motivation att leva upp till varumärkeslöftet systematiseras?Metod Studien består av en tvärsnittsstudie av anställdas motivation att leva upp till varumärkeslöftet. Det genomfördes en kvantitativ undersökningsmetod där kvantifierbar data samlades in med hjälp av enkäter.Slutsats För att strukturera befintlig forskning framkom det att nämnarna kunde systematiseras till de fyra faktorerna självständighet, delaktighet, ledarskap och bekräftelse.

The swedish law of contract is fundamental within several civil law areas, among others labour law. The labour law contains more explicit legislation specificly adapted to the relation between employers and employees. Sometimes the labour law needs to rely on more general regulations, such as the law of contract. When the situation contains a specific contract relation dilemma it is logical to use the law of contract, when for example the law of employee protection does not reach an acceptabel solution.Transfer of undertaking is a situation were the employee protection is disregarded. The Euro directive 2001/23/EG prescribes, by its implemented rules in the law of employee protection, that rights and duties, such as employement agreements, passes on to the earner of the business.

Skanska 21 is a student program for university students. The program runs for a year and a half parallel to university studies. It is aimed at those studying a few specific master engineering programs at Lund University, Royal Institute of Technology (KTH), Chalmers University of Technology or Luleå University of Technology. The program consists of a number of program meetings such as company presentations, a boarding school week, rhetoric training and project visits. The aim of the project is to evaluate the Skanska 21 student program.

Problem: The authors have, during the process of development of this thesis, tried to create an understanding of how a number of organizations, all working with different approaches around the ?brand Sweden?, perceive the efficiency and benefits of using extended concept around embassies as a tool in their strategic work. The embassies in question have an evolved concept in the sense that they don not only hold a traditional political and legal role. The problem facing us authors was the issue whether theses embassies are efficient arenas to coordinate the forces and resources of the organizations concerned, in the mission to enhance the visibility and awareness of Sweden abroad.Purpose: The purpose is to describe the strategic work with marketing Sweden to be able to look in to whether the evolved concept behind the embassies in question are used as a tool in within the work of the organizations. We wish to research this to be able to evaluate if this arena is perceived as efficient for the organizations concerned.Method: In order to get a background to which one establish and communicate a nations brand the authors have studied literature within the subject.

AbstractBackgroundEvery company has some kind of employee turnover and we can tell that som business has higher employee turnover than other business. Employee turnover is individual for all companies but in companies that is in the same business simularities can be seen. The employee turnover in the line of business hotel, merchandise trade and restaurants was according to Confederation of Swedish Enterprise closer to 40 % during the period of 2006-2007 and close to the business with highest turnover, the service sector. This is comparable to the buildning activity that with it?s 22 % is one of the business with lowest turnover.

AbstractTitle: The constant change - A comparative study of profit companies and nonprofit organizations' brand management through social mediaAuthor: Agnes Nobel & Matilda VallgrenTutor: Daniel LövgrenPurpose: The purpose of this thesis was to study profit companies and nonprofit organizations? branding and strategic communication on social media. If social media has supported with new interaction with stakeholders and hence affected the branding work. Also if there are any differences between profit companies and nonprofit organizations.Method/Material: The method that is used in the article is a qualitative research. The research is based on conversations interviews conducted with eight organizations, four profit companies and four nonprofit organizations.Main results: The main result showed that all organizations are actively involved with social media in their strategic communication when in order to increase the interaction with stakeholders and thus strengthen their brand identity. It turned out that all organizations have not adapted the brand to social media, but worked with the organizations values ??and only applied the trademark on social media.

The Swedish Institute is a public agency promoting Swedish interest, national image and confidence around the world. This work attempts to investigate how communication and a process over time influences and effects public diplomacy. The analytic discussion is based on a single case study research of this Institute representing ideas in the international science field of public diplomacy. The theoretical ideas of public diplomacy are placed in a theoretical perspective of social constructivism. The method is qualitative, with excerpts taken from interviews, literature, newspapers, articles, state public reports and social media.

Studien är en kvalitativt inriktad undersökning omfattande sex intervjuer med studenter och alumni vid ett lärosäte i södra halvan av Sverige, som har till syfte att identifiera och beskriva faktorer som gör arbetsgivare attraktiva för gruppen lärarstudenter. Frågeställningarna rör i första hand identifiering av betydelsefulla faktorer i valet av arbetsgivare. Forskningsprocessen har i stora delar varit induktiv och de teoretiska analysverktygen har därför valts sedan det empiriska materialet redan framkallats. Som utgångspunkt för den teoretiska analysen har använts epistemologisk identitetsteori (Demerath), psykologiska kontrakt (Rousseau) och pragmatisk rationalism (Hodkinson & Sparkes). Delar av den teoretiska analysen har gjorts utifrån Bourdieus teorier om habitus och sociala strukturer.

Bakgrund: Till år 2020 ska antalet exportmogna svenska destinationer ha mer än fördubblats. Detta enligt projektet Nationell strategi som bland andra aktörerna Visit Sweden, Svensk Turism och Swedavia igår i. Visit Swedens roll i projektet är att marknadsföra Sverige till målgrupper utomlands.Syfte: Syftet med denna uppsats är att undersöka hur Visit Sweden arbetar för att marknadsföra Sverige och dess destinationer till sina utvalda målgrupper internationellt.Frågeställning:Hur arbetar Visit Sweden för att attrahera utvalda målgrupper?Vilken kommunikation finns med målgrupperna?Hur arbetar Visit Sweden för att stärka Sveriges image hos resenärerna?Metod: I denna uppsats har kvalitativa metoder använts med djupintervjuer och litteraturstudier för att ge författarna en bredare och djupare bild av ämnet för att kunna svara på frågeställningarna. Intervjuer gjordes med representanter från Visit Sweden och Svenska Institutet.Teori: De teorier som utgör uppsatsens teoretiska referensram berör image, integrerad marknadskommunikation, positionering, differentiering samt platsmarknadsföring.Slutsats: Visit Sweden definierar sina målgrupper utifrån analyser för att kunna rikta marknadsföringen till rätt målgrupp.

Employer Branding, EB, är ett koncept inom marknadsföring som syftar till ett företags marknadsföring gentemot anställda. Konceptet grundar sig i att organisationer genom EB kan skapa ett attraktivt varumärke gentemot anställda för att sedan få dem att identifiera sig med det. EB syftar även till att skapa en trivsam organisationskultur. Detta ska resultera i att de anställda känner lojalitet gentemot företaget och därmed tenderar att stanna längre inom företaget. Tillämpning av detta koncept har i tidigare forskning visat sig gynnsamt då resultaten visar att anställda får en tillhörighet till och fortsätter att arbeta inom företaget.