Behind the Scenes of an Attractive Employer Brand

Abstract: The aim with this research is to contribute to a holistic understanding of employer branding as a co-created process between the employer and the employees. This is done via capturing employees’ stories about an attractive employer. Theories of culture, sensemaking and storytelling are used as a theoretical starting point. A qualitative approach is chosen for gathering empirical data from interviews and a narrative analysis is used as a basis for constructing three typical stories about the employer brand. The result of this research gives an example of an employer that emphasize recruitment based on personality before competency, which seem to become more important in employer branding strategies. This research also gains insight into an employer brand built on family and friends and what possible implications that might come with this.