A qualitative study on how young employees value employer branding attributes in agriculture business context

Abstract: Governments and organisations have set targets for increased food production as a result of an increasing population. In order to increase food production, the capacity of agricultural enterprises needs to be expanded. The Swedish agricultural industry expresses difficulties in finding labour, which prevent businesses from expanding, or that companies must settle with less skilled employees. In order to respond to the set targets of increased food production, agricultural companies need to be better able to attract and retain employees. The average age is high among employees in Swedish agriculture while the portion of young employees is declining. Since young peoples are the new generation of employees, they are of particular interest to agricultural companies to hire. One way to address the problem of finding and retaining workforce is through marketing. Employer branding is a marketing concept that includes how companies can attract and retain employees. Businesses can develop its employer brand by knowing what attributes of employer branding that are valued by their existing employees. This study aims to investigate how young employees value employer branding attributes in the Swedish agricultural sector. This study applies a qualitative approach with case study design. The case studies consist of nine cases involving nine different young employees from agricultural companies in the region of Mälardalen. Data has been collected through semi-structured interviews based on an interview guide with questions to get the young employees' thoughts and answers. A conceptual framework has been developed to analyze the collected data. The framework is evolved from existing knowledge of employer branding. The framework is based on the analytical categories; work content, affiliation, compensation, career, benefits, all of which are considered to contain attributes that affect a company's Employer brand. The collected data has been analyzed with thematic encoding and divided into themes. The study shows that young employees value several attributes of employer branding in their employment. Identified attributes that are valued are found in all analytical categories from the developed framework. In addition to identifying valued attributes and making suggestions for how employer branding practices can be developed, the study contributes to an expanded understanding of employer branding in the context of agricultural companies. Most attributes can be influenced by the employer. By using the results of this study, agricultural companies can develop their employer brand. This can lead to development and increase of agricultural businesses' production.