Måling av Employer Branding i den norske IT-industrien: Identifisering av vanskelighetene rundt måling av Employer Branding

摘要

The aim of this thesis is to investigate and identify the present status of Employer Branding in Norwegian IT-organizations, and explore how Employer Branding is being measured in financial terms.This thesis first presents relevant literature on Employer Branding and describes methodology used for the research. The empirical part of this study was conducted in March and April 2014. The first part of the research consisted of three in-depth interviews with three organizations from the IT-industry in Norway, varying in size and field of expertise. After that a questionnaire was distributed to 251 organizations within the Norwegian IT-industry to further investigate how Employer Branding is viewed. The thesis then presents the findings from the in-depth interviews and the questionnaire, and discusses those in accordance to the research question and following sub questions.In the conclusion, the thesis argues that the lack of accurate measuring tools makes measuring Employer Branding in financial terms close to non-existent in the Norwegian IT-industry. Further we observe an indication that Employer Branding is handled overly external in the organizations. Lastly the authors propose that it might be beneficial to handle Employer Branding as a responsibility center with more emphasis on the relation between input and output. This thesis hopes to offer useful information to all organizations invested in Employer Branding, and thus contribute into making measuring the effects of Employer Branding more achievable.