Employer Branding i små företag
En studie i hur små kunskapsintensiva företag kan förbättra sitt Employer Brand genom att tillämpa HR-modellen People Capability Maturity Model
In light of the coming workforce shortage in Sweden the competition for human capital will be intensified on the market where employers compete in order to attract skilled labor. The competition will be most noticeable in the knowledge-intense industries, where the employees are seen as the companies? most valuable asset. The purpose of this paper is to examine how small knowledge-intensive companies can improve their position in the labor market by using the HR-model People Capability Maturity Model in order to affect their companies' Employer Brand. We take the basis of the theoretical framework in which we examine and identify the key dimensions of the Employer Brand concept and present the People Capability Maturity Model more closely. Further we examine the link between Employer Branding and the People Capability Maturity Model. From there, we use a qualitative approach in which interviews and surveys are conducted in five small consulting companies in order to identify the most common HR problems within the small business sector. The result from the empirical survey shows that staffing is the main problem area for small knowledge-intensive business. The conclusion of our study is that the People Capability Maturity Model can be of assistance to small knowledge-intensive companies in order to influence their Employer Brand and thus enhance their position in the labor market, but only if the model is adapted to small knowledge-intensive companies? specific needs.