Employer branding i offentlig sektor
En deskriptiv fallstudie av Örebro kommuns arbete med employer branding
Employer branding in public sectorA descriptive case study on Örebro kommuns work with employer brandingProblem: Previous literature on employer branding is normative and highlights what the work with employer branding should contain in order to succeed. Previous literature lack descriptions of how the actual work is carried out in organizations. Previous literature also takes basis in the private sector and there is a lack of studies conducted in the public sector.Purpose: The purpose of this study is to describe how an organization in a public sector works with employer branding and it also aims to increase the understanding of employer branding.Method: The study is a descriptive case study based on a qualitative approach with semi- structured interviews with two employees at Örebro kommun. Throughout the study previous literature on employer branding is used.Results: We have noticed different activities in the organizations work with employees, leadership and communication that contribute to employer branding. The organization has a well-developed approach for the existing employees that contribute to the employee's personal development. In the work of leadership the organization use a specific policy document that creates the leadership that is requested in the organization. In the study it has been noted that the work concerning leadership and employees are in many ways interrelated and managers have a crucial role in the work with the employees. Regarding communication, the organization works with both internal and external communications in employer branding. The main purpose for the external communication is recruitment and the content is department specific. Internal communication occurs mainly through organizational instruments that communicates the company's values and involve the recipient in the organization's goals.