University of Twente Student Theses


What workers want : a bottom-up approach to employer branding

Kleine, C. (2015) What workers want : a bottom-up approach to employer branding.

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Abstract:In times of shortages of skilled labor in the informatics sector, organizations are striving for the status of employer of choice. But what does that incorporate? And are the factors for assessing companies actually relevant to the much needed talent? In order to gain insights into the factors relevant to the actual knowledge workers, this study uses a bottom-up approach to employer branding. In five focus-groups, consisting of information technology employees or students of informatics, data concerning attraction and retention were gathered and later coded. The findings include a list of relevant factors as well as the main realization that not one factor makes or breaks a job, but that the decisions to take or stay in a job are based on the outcome of an individual consideration of a multitude of environmental, organizational, psychological, and social factors. Further research should try to organize the vast terminology into a holistic view of the decision processes and consider that the specific factors have to be assessed individually and within the specific situation.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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