Employer branding – en myt? - Sveriges HR Förening

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Innehåll 1 Inledning ............................................................................................................................................... 6 1.1 Syfte ............................................................................................................................................... 7 1.2 Frågeställningar ............................................................................................................................. 7 1.3 Avgränsningar ................................................................................................................................ 7 1.4 Perspektiv ...................................................................................................................................... 8 1.5 Disposition ..................................................................................................................................... 9 2 Tidigare studier ..................................................................................................................................... 9 2.1 Employer branding ........................................................................................................................ 9 2.1.1 Intern och extern förankring av employer branding ............................................................ 10 2.1.2 Samhällsförändring och employer branding ........................................................................ 11 2.2 Semiotik och mytologi ................................................................................................................. 12 2.3 Summering av tidigare studier .................................................................................................... 12 3 Teoretiska utgångspunkter................................................................................................................. 13 3.1 Studiet av kommunikation .......................................................................................................... 13 3.2 Semiotik ....................................................................................................................................... 14 3.2.1 Tecken .................................................................................................................................. 14 3.2.2 Koder .................................................................................................................................... 14 3.2.3 Kultur .................................................................................................................................... 15 3.3 Mytologi ...................................................................................................................................... 16 3.3.1 Två ordningar av beteckning ................................................................................................ 16 3.3.2 Myten ................................................................................................................................... 16 3.3.3 Formens och begreppets korrelation… ................................................................................ 17 3.3.4 … och deras slutprodukt; betydelsen ................................................................................... 18 3.3.5 Myten och politiken ............................................................................................................. 18 4 Metodologiska överväganden ............................................................................................................ 19 4.1 Hermeneutisk tolkning ................................................................................................................ 19 4.2 Empiriska överväganden ............................................................................................................. 20 4.3 Analyskarta .................................................................................................................................. 21 5 Analys ................................................................................................................................................. 22 5.1 Ökade svårigheter att få tag på bra arbetskraft .......................................................................... 22 5.2 Högpresterare, en överlevnadsfaktor ......................................................................................... 26 5.3 Det rasande kriget om talangerna ............................................................................................... 28 5.4 Den unga generationen av arbetskraft är annorlunda ................................................................ 30 5.5 Employer branding, en självklarhet ............................................................................................. 33 5.6 Employer branding och varumärken ........................................................................................... 34 6 Slutsatser och diskussion .................................................................................................................... 37 6.1 Employer branding - en myt! ...................................................................................................... 37 4
6.2 Mytens konsekvenser .................................................................................................................. 37 6.3 Avslutande reflexioner ................................................................................................................ 39 6.4 Förslag till framtida studier ......................................................................................................... 40 7 Referenser .......................................................................................................................................... 41 7.1 Artiklar ......................................................................................................................................... 42 7.2 Elektroniska källor ....................................................................................................................... 42 7.3 Övriga källor ................................................................................................................................ 43 5
Page 1 and 2: UPPSALA UNIVERSITET Sociologiska in
Page 3: Förord Jag vill rikta ett varmt ta
Page 7 and 8: 1.1 Syfte Barthes menar att myten
Page 9 and 10: Saussures idéer vidareutvecklades
Page 11 and 12: exempel Nike gjort på produktmarkn
Page 13 and 14: 3 Teoretiska utgångspunkter Syftet
Page 15 and 16: Saussure menade att nyckeln till f
Page 17 and 18: som mening. När han med det beteck
Page 19 and 20: Barthes författade boken Mytologie
Page 21 and 22: 4.3 Analyskarta Barthes menar att m
Page 23 and 24: Ett annat tecken som kan lyftas fra
Page 25 and 26: Konkurrensen beskrivs i citatet ova
Page 27 and 28: Den andra gruppen beskrivs som ”p
Page 29 and 30: This war for talent began with low
Page 31 and 32: Future employees are looking for tr
Page 33 and 34: Employer branding tillskrivs därig
Page 35 and 36: Genom att egga fantasin kan exempel
Page 37 and 38: 6 Slutsatser och diskussion I analy
Page 39 and 40: Den sanning som myten presenterar,
Page 41 and 42: 7 Referenser Adner, Cecilia, Attrak
Page 43: http://www.sverigesinformationsfore

Employer branding – en myt? - Sveriges HR Förening

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