Jämställdhet ur ett employer brand perspektiv
- Vad efterfrågar framtidens arbetskraft?
AbstractEqual opportunities from an employer brand perspective- What does the future manpower inquire?Authors: Erik Frick & Niklas HalldénInstructor: Karin JonnergårdExaminer: Sarah PhilipsonBackgroundWe are living in a society that originates from a patriarchy founded many thousand years ago. This has put women in an inferior position in the labour market. To promote equal opportunities we argue for that companies can utilise employer brand. Employer brand is a new theoretic concept that is being used more frequently among scholars and companies.Presentation of the problem? Which role do equal opportunities play to attract potential manpower from an employer brand perspective?MethodOur method has a quantitative approach and we have choosen to carry out a survey. In order to catch the students thoughts we choose to work with closed questions in a likert scale. We received 300 query responses from students at the universities of Lund, Linköping and Växjö.LiteratureEmployer Brand is marketing made to recruit manpower. A strong employer brand may be a good way to receive a competitive advantage in the attraction of manpower. The theory on Equal opportunities focus on a structural and a process perspective.Our contribution to the equal opportunities of businessWe have found some gaps in the employer brand theories. Therefore we have created a model, figure 5.1, based on theories of equalResearch question? Which role does the factors of equal opportunities play to attract the future manpower regarding their choice of workplace?ConclusionEqual opportunities are of significance for attraction of the future manpower. Our EM-model can be used to divide the different factors that play an important role in attracting future manpower. Among others, the future manpower appreciates when companies encourage to parental leave of different kinds. It is positive for a workplace when both men and women have the same opportunities for vocational training, promotion and career development. Employees also think that it should be the same wage for the same tasks, and they mean that group heterogeneity is an advantage.