Employer branding in international non-profit organisations

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School of Business | Master's thesis
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Degree programme
Management and International Business (MIB)
Employer branding has become popular especially in the corporate world in the recent dec-ades. However the research has not concentrated on employer branding in the non-profit sec-tor. The aim of this thesis is to contribute to this research gap by bringing new information on what are the elements of successful employer brand in the non-profit organizations’ context. This is investigated by researching which formats of psychological contracts are most relevant in non-profitable organisations. This qualitative study is conducted as a case study. The organisation chosen for this study was United Nations (UN). Case study approach was chosen because it suits well for topics that have not been covered earlier in the research. Data was gathered by interviewing 5 persons that were or had been working in the UN. For the UN’s point of view, video material from UN’s recruitment tour is used. First, the recruitment messages of the UN are researched and after that those are compared with the actual experiences of the employees. Method for this study is theme analysis. Main finding of this study was that ideological psychological contracts are most relevant for non-profit international organisations. For building successful employer brand it is essential that the organisation fulfils the promises that it has regarding the ideological contract. This means that employees feel that the work has some higher purpose and salary is not the main source of motivation. Besides that it was also recognized that new deals of psychological con-tracts are taking place in non-profit organisations. This is related to the change in working life, there are not anymore one single career and people are working more often employing them-selves as e.g. providing consultant services for several organisations.
Thesis advisor
Koveshnikov, Alexei
psychological contract, ideological psychological contract, employer branding, non-profit organisation
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