Employer Branding- Attracting Employees to the area of GGV

Abstract: Abstract   Background:           Although the area of Gnosjö, Gislaved and Värnamo (GGV) have many companies it still lacks of highly educated people. The three municipalities are underrepresented of highly educated employees in relation to population, thus being able to attract and keep employees are a crucial part for the survival of the companies. The new younger generation, generation Y, is different from previous generations as they demand more from their employer and change jobs more frequently than previous generations thus the employer branding and internal marketing strategies must be improved.   Purpose:       The purpose of this study is to understand how different companies in the area of  Gislaved, Värnamo and Gnosjö can attract and retain highly educated employees.   Method:        The study was made with a qualitative method, through in-depth interviews with the HR-managers of the companies chosen. A judgmental sampling technique was used with the criteria’s of manufacturing companies, 35 number of employees, 300 million SEK in turnover and located in the area of GGV. The interviews were recorded, transcribed and coded.   Conclusion: Concluding, the majority of the companies are lacking highly educated employees. The results show that companies are to some extend using strategies for attracting and retaining employees. The participants were asked about employees, employer branding strategies and internal marketing activities. However the strategies are not grounded in how the employees want it, nor in previous research. The companies could use several more strategies and in a more structural way.