Employer branding
En studie i hur Uppsala Universitet bygger sitt arbetsgivarvarumärke
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 wage levels seem to be lower compared to otherschools, but this does not seem to affect the brand negatively. The possibility of making a careerat the university is clearly defined on the research side, but the technical and administrativeworkers lacks the same clarity for their career possibilities. Among other things the psychosocialwork environment and the very high work load needs to be improved, but a big reason for thechanges being a bit slow is due to the university's limited financial budget.