Unravelling the mystery of municipal employer branding - An exploratory case study of employer branding strategies in a Swedish public organisation

Abstract

Problematisation: In today's competitive labour market, there is a reported shortage of competence in most sectors, making it essential for employers to brand themselves as a 'good employer' to attract and retain talent. This is especially important for public organisations, which must ensure that they have the necessary expertise to fulfil their public welfare obligations. Purpose: By focusing on employer branding in municipalities, we aim to increase the understanding of the phenomenon of employer branding in municipalities, the institutional environment they function within and the impact of norms and their unique organisational structure when shaping employer branding strategies. Methodology: Using a qualitative approach, a document analysis and 15 interviews were conducted in western Sweden with managers and HR professionals in a public case organisation. Institutional theory and PSM are used as the theoretical framework in the analysis process. Findings: The study's findings revealed several characteristics of employer branding in municipalities, including marketisation, media attention, political economy, PSM, demographic changes, gender inequalities, and public preconceptions. These factors are shaped by isomorphic forces in society, and municipalities navigate their employer branding strategies accordingly. The research also found that administrations are presenting an inclination to differentiate themselves from the parent organisation, challenging the possibility of being ‘one brand’. Overall, this study contributes to a better understanding of employer branding in municipalities and sheds light on the importance of considering organisational structure and norms when developing branding strategies.