I sökandet efter framtidens arbetsplats. Ekonomistudenters perspektiv och upplevelser av employer branding strategier

Abstract

Today's society is characterized by intense competition for skilled workers, especially recent graduates. For employers, this means that it is more important than ever to be and be seen as an attractive employer. It is therefore significant to develop and create a strong employer brand that distinguishes itself in the labor market to further attract recent graduates. This study aims to explore and understand what attracts students and what kind of strategies that work in terms of attracting potential employers. Using a model of employer brand equity and supporting theories, the purpose of this study is to gain a deeper insight into what influences students' choice of employer. Furthermore, this study has been conducted qualitatively, where interviews with final year students from the School of Business, Economics and Law at the University of Gothenburg were conducted. The study indicates that students are influenced more by experiences with the employer than the knowledge they have about the employer. Furthermore, the study concludes that companies should focus on creating a good working environment where employees thrive as this will further affect the extent to which a potential employee will apply to them.