Implications of employer branding: An interpretative case study at Sparbanken Öresund.

Abstract: Thesis Purpose: The purpose of the thesis is to highlight, the concept of employer branding, how it is interpreted and what implications the concept might have on an organization. Methodology: The thesis uses an interpretative, abductive and qualitative research method. Theoretical Perspective: The concept of employer branding in relation to the adjacent theoretical foundation of image and identity. Empirical Foundation: The empirical foundation of this thesis was a case study conducted at Sparbanken Öresund. Empirical material was collected through semi structured interviews and secondary data. Conclusion: The concept of employer branding is found to be complex and therefore we believe that conveying the employer brand to potential employees is hard to accomplish. Aligning existing employees with the employer brand can be accomplished but still a complicated task since people are different and thus interpret the brand differently.