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Genusmedveten utveckling av arbetsgivarvarumärket för hållbar kompetensförsörjning
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Human Work Science. StegVis AB.
2017 (Swedish)Doctoral thesis, comprehensive summary (Other academic)Alternative title
Gender-sensitive Employer Branding for Sustainable Skills Supply (English)
Abstract [sv]

Tillgång till mänskliga resurser är avgörande för många företags långsiktiga utveckling och överlevnad. Demografiska förändringar och tecken på ökade svårigheter att rekrytera personal leder till att allt fler verksamheter måste reflektera över sitt arbetsgivarvarumärke i syfte att behålla och attrahera rätt personal. Inte bara demografiska förändringar utan även könssegregerade strukturera kan försvåra detta. Segregering, traditioner och stereotypa förhållningsätt påverkar individers utbildnings- och yrkesval vilket begränsar tillgången till kompetens.

Med finansiering från VINNOVA för tillämpad genusforskning inledde en forskargrupp och ett ingenjörsföretag i Dalarna, 2009, ett samarbete för att gemensamt utveckla kunskap om hur en verksamhet kan bli mer attraktiv i syfte att underlätta framtida kompetensförsörjning utifrån ett genusperspektiv. De erfarenheter och frågeställningar som samarbetet genererade lade grund till denna avhandling. Syftet med avhandlingen är att öka den vetenskapliga kunskapen om hur begreppet arbetsgivarvarumärke kan utvecklas ur ett genusperspektiv för att öka arbetsgivares förmåga att rekrytera och behålla kompetent personal oavsett kön.

För att besvara avhandlingens frågeställningar har olika vetenskapsområden kombinerats: Teorier om varumärke, arbetsgivarvarumärke, genusvetenskap och förändringsprocesser har varit grundläggande. Från det genusvetenskapliga fältet har främst begreppet ”doing gender” (göra kön) varit centralt för att förstå hur genus kan ses som ett vardagligt görande i organisationer. Även teorier om hållbara förändringsprocesser och utvecklingsprogram har använts för att öka förståelsen för organisering, ansvarsfördelning och utveckling av ett långsiktigt hållbart arbetsgivarvarumärke. Metoden för samverkan med det studerade företaget byggde på aktionsforskning med en abduktiv ansats där parterna gemensamt planerade och genomförde insatser. För att besvara de frågeställningar som uppstod i samarbetet med företaget användes forskningsdatabaser för att ta fram underlag för litteraturstudier.

Avhandlingen bidrar med en vetenskaplig analys av hur ett genusperspektiv praktiskt och teoretiskt kan integreras i processen för utveckling av ett attraktivt arbete. Dessutom analyseras förslag på hur ansvarsfördelning och organisering kan utformas i en långsiktigt hållbar utvecklingsprocess för ett arbetsgivarvarumärke. 

Place, publisher, year, edition, pages
Luleå: Luleå tekniska universitet, 2017.
Series
Doctoral thesis / Luleå University of Technology 1 jan 1997 → …, ISSN 1402-1544
National Category
Social Sciences Social Sciences Interdisciplinary
Research subject
Man Machine Relation Focusing Gender
Identifiers
URN: urn:nbn:se:ltu:diva-65542ISBN: 978-91-7583-957-8 (print)ISBN: 978-91-7583-958-5 (electronic)OAI: oai:DiVA.org:ltu-65542DiVA, id: diva2:1139928
Public defence
2017-10-31, A109, Luleå, 13:00 (Swedish)
Opponent
Supervisors
Available from: 2017-09-11 Created: 2017-09-10 Last updated: 2018-01-13Bibliographically approved
List of papers
1. Strategies for Making Men use Gender Glasses
Open this publication in new window or tab >>Strategies for Making Men use Gender Glasses
2011 (English)In: Gender & Development / [ed] Amita Sahaya, Sunita Kaistha, Vibhuti Patel, New Delhi: The Woman Press , 2011Chapter in book (Refereed)
Place, publisher, year, edition, pages
New Delhi: The Woman Press, 2011
Keywords
Gender Equity, Gender Glasses, Employer Branding, Attractive Work
National Category
Social Sciences Production Engineering, Human Work Science and Ergonomics
Research subject
Gender and Technology
Identifiers
urn:nbn:se:ltu:diva-65545 (URN)9788189110314 (ISBN)
Available from: 2017-09-10 Created: 2017-09-10 Last updated: 2017-11-24Bibliographically approved
2. Employer brand opens up for a gender process model
Open this publication in new window or tab >>Employer brand opens up for a gender process model
2011 (English)In: Nordic Journal of Working Life Studies, ISSN 2245-0157, E-ISSN 2245-0157, Vol. 1, no 2, p. 99-115Article in journal (Refereed) Published
Abstract [en]

Regardless of a long tradition of legislation, policymaking and practical achievements, the issues ofgender equality and of the segregated labor market still remain a matter of concern in Sweden. Thispaper describes a collaborative process between a research project and an engineering enterprise.It describes the point of departure, based on the concept of employer brand, of a long-term changeprocess and the different phases and activities during an intensive period 2009. The collaborationaimed to develop innovative methods, and to apply them in order to achieve increased genderawareness, and thereby to be able to retain and attract the best labor for tomorrow. Differentapproaches and methods as analogies, anecdotes, and pictures were used to nourish the process.Findings showed that the interactive process contributed to increased awareness. During the processthe enterprise became more conscious of the potential of being a gender equal employer

National Category
Production Engineering, Human Work Science and Ergonomics
Research subject
Gender and Technology
Identifiers
urn:nbn:se:ltu:diva-13227 (URN)c69356a9-dd64-448a-a00d-f44988fb4562 (Local ID)c69356a9-dd64-448a-a00d-f44988fb4562 (Archive number)c69356a9-dd64-448a-a00d-f44988fb4562 (OAI)
Note

Validerad; 2011; 20111216 (andbra)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2017-12-28Bibliographically approved
3. ’Doing Gender’ in a Local and Regional Context: An Innovative Process of Mainstreaming Gender Equality
Open this publication in new window or tab >>’Doing Gender’ in a Local and Regional Context: An Innovative Process of Mainstreaming Gender Equality
2012 (English)In: Promoting Innovation: Policies, practices and procedures / [ed] Andersson, S., Berglund, K., Gunnarsson, E., & Sundin, E., Stockholm: VINNOVA–Verket för Innovationssystem , 2012, p. 291-311Chapter in book (Refereed)
Abstract [en]

Sustainable regional and business development depends on access to people motivated to invest their lives in a region and its enterprise. However in a time of demographical changes, urbanisation and new values on life and work among the next generation, the issue of attractiveness is crucial for both a region and its workplaces. The purpose of this chapter is to describe a process methodology for increased gender awareness in an enterprise and to emphasise the relationship between organisational and regional de- velopment. In this context, we use the innovative combination of the two scientific fields, gender and action-research in a collaborative project between researchers and an engineering enterprise in a semi-rural area of Sweden. This collaboration aims for a more gender mainstreamed organisation so as to retain and attract the most suitable labour for the future. During the long-term process, the employer and employees be- came more conscious of the importance of gender-equal issues; a factor we believe to be an important prerequisite of sustainable growth. 

Place, publisher, year, edition, pages
Stockholm: VINNOVA–Verket för Innovationssystem, 2012
Keywords
attractive work, employer brand, gender, innovation, sustainable growth
National Category
Social Sciences Production Engineering, Human Work Science and Ergonomics
Research subject
Gender and Technology
Identifiers
urn:nbn:se:ltu:diva-65544 (URN)978-91-86517-71-7 (ISBN)
Available from: 2017-09-10 Created: 2017-09-10 Last updated: 2017-11-24Bibliographically approved
4. Gender Aware Employer Branding: How to Become Authentic, Unique and Attractive
Open this publication in new window or tab >>Gender Aware Employer Branding: How to Become Authentic, Unique and Attractive
2015 (English)In: International Journal of Business and Management, ISSN 1833-3850, E-ISSN 1833-8119, Vol. 10, no 11, p. 62-73Article in journal (Refereed) Published
Abstract [en]

Despite a global financial crisis, the concept Employer Branding became the point of departure for an interactive collaboration between an engineering company and a research team. When reviewing academic literature the conclusion was that very few articles combine the concepts of employer brand and gender equality. This article contributes theoretically to promote and examine arguments for the potential of adopting a gender perspective when developing an employer brand and when compiling the employer value propositioning. The article intends to inspire organizations to use a gender perspective when developing the employer value proposition in order to promote propositions reflecting the organization. It will also open avenues for further research by synthesizing the two fields.

National Category
Production Engineering, Human Work Science and Ergonomics
Research subject
Gender and Technology
Identifiers
urn:nbn:se:ltu:diva-12803 (URN)10.5539/ijbm.v10n11p62 (DOI)bf60dfe4-83a2-4403-a9a2-8a568943fbe5 (Local ID)bf60dfe4-83a2-4403-a9a2-8a568943fbe5 (Archive number)bf60dfe4-83a2-4403-a9a2-8a568943fbe5 (OAI)
Note

Validerad; 2015; Nivå 1; 20151124 (lunhan)

Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2017-12-22Bibliographically approved
5. A proposal for Sustainable Employer Brand: From market and product theory to sustainable development theories
Open this publication in new window or tab >>A proposal for Sustainable Employer Brand: From market and product theory to sustainable development theories
(English)In: Article in journal (Refereed) Accepted
Abstract [en]

The concept of employer brand involves a multidisciplinary field synthesizing theory from a range of academic disciplines often based on research on large organizations embracing the issues of recruitment and retention. The purpose of this article is to analyze whether theories of sustainable development programs can provide an additional basis for the predominant brand and market literature in order to understand how investments in financial and human resources can become more socially sustainable. The results of a literature review highlight certain similarities indicating that theories from sustainable development programs can support the understanding and practice of employer branding. This will hopefully inspire more deductive and empirical research on how to improve the sustainability of an employer brand. The practical implication is a de-mystification of the concept of employer brand in the eyes of practitioners by suggesting strategies and division of responsibilities when an organization decides to take the first steps to mobilize in "the war for talent." 

Keywords
Employer brand, development programs, sustainable, participation
National Category
Social Sciences
Research subject
Gender and Technology
Identifiers
urn:nbn:se:ltu:diva-65546 (URN)
Available from: 2017-09-10 Created: 2017-09-10 Last updated: 2017-09-11

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