Employer Brand Framework for ICTB2B Multinationals Case Study:Ericsson AB

Abstract:     Winston Churchill observed that the “ empires of the future will be empires of the mind”. Challenges and opportunities brought by globalization and knowledge-based economy force organizations to prioritize acquiring and managing cross cultural high end talents. Despite the global economic downturn, companies are having trouble finding people who are their “best fit”. This researched proposed an “employer brand framework” that focuses on building successfulemployer brands for B2Bs in the ICT industry to enhance their appeal to talents with vital skillsthat help organizations to win in the global market competition. For this purpose, Swedish telecom giant, Ericsson AB, has been studied as a case study.The thesis first carries out a literature study to give an in-depth overview of existing theories, concepts and applications related to employer branding activities. Then the research methodology is explained followed by the development and presentation of the employer brand framework for B2Bs in the ICT industry. Furthermore, the study case is introduced in which the framework is applied. Finally, the conclusion and areas for future work are presented.