Sensemaking of Employer Branding Activities Tailored for University Graduates

University essay from Lunds universitet/Företagsekonomiska institutionen

Author: Carina Gering; Siqi Zhao; [2018]

Keywords: Employer Branding; Corporate Branding; Internal Branding; External Branding; Graduate Attraction; Sensemaking; Business and Economics;

Abstract: The current thesis examined how employees make sense of employer branding activities tailored for university graduates. A mixed-method approach of conducting qualitative research was use to investigate the nature of tailored employer branding activities. Based on the theory of sensemaking, deeper understanding of the addressed topic was gained.

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