Employee Branding at a Pharmaceutical Company

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JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL
JÖNKÖPING UNIVERSITY

Employee Branding at a pharmaceutical company

Bachelor Thesis in Business Administration Authors: Niclas Månsson Erik Thorsén Mikael Törnqvist Tutor: Jönköping Jean-Charles Languilaire JUNE 2010

JÖNKÖPING INTERNATIONAL BUSINESS SCHOOL
JÖNKÖPING UNIVERSITY

Acknowledgement
We would like to thank all participants at Company X for their involvement and especially express our gratitude to the CEO for his support. We also thank the three members of the top management at Company X for participating in the interviews and the CEO assistant at Company X for her help regarding the administration. We are also very grateful for the engagement and constructive feedback from our supervisor Jean – Charles Languilaire at Jönköping International Business School.

Niclas Månsson

Erik Thorsén

Mikael Törnqvist

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Bachelor Thesis in Business Administration
Title: Employee Branding at a pharmaceutical company Authors: Niclas Månsson, Erik Thorsén, Mikael Törnqvist Tutor: Jean – Charles Languilaire Date: May 2010 Key words: employee branding, psychological contract, branding, internal communication, desired brand image, corporate values

Abstract
This bachelor thesis in business administration investigates the employee branding process of Company X in order to gain an understanding of how the company works with and can utilize this as an efficient tool. Recent research shows that Swedish companies that focus on building their brands are more profitable than companies that do not. Furthermore, research show that relationship building is an increasingly important area of marketing, which means that employees have a key role in creating a brand through the relationships they build. As Company X to some extent relies on relationship building in a multistakeholder environment, where pharmaceutical companies traditionally have competed through innovation, employee branding could be used as a competitive advantage for Company X. The process of employee branding is used to align employee’s internal view of the company brand with the desired brand image in order to make the employees project it consistently. According to the theories used, the key drivers to successful employee branding are, through consistent communication, (1) ascertaining employee knowledge of the desired brand image and (2) making sure employees want to project this image through an upheld psychological contract. This investigation therefore covers how Company X works with the process of employee branding, how employees perceive what the management wants to communicate and any potential discrepancies between management and employee views. From a qualitative and interpretative approach, four interviews have been conducted with the top management at Company X and a survey has then been distributed to employees with customer contact at the company. The findings show that Company X has successfully implemented its values in the minds of employees, but lacks a clear focus on building its brand. Therefore, while the psychological contract in general is found to be upheld, to a high extent, the knowledge of the desired brand image does not seem to be at a satisfactory level.

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Table of Contents

1 Introduction............................................................................................1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 2.1 2.2 2.3 2.3.1 2.3.2 2.3.3 2.3.4 2.3.5 2.3.6 2.3.7 3.1 3.2 3.3 3.3.1 3.3.2 3.3.3 3.4 3.5 Marketing............................................................................................................ 1 Branding and Employee Branding ..................................................................... 1 Employee Branding at Company X – Problem Statement ................................. 2 Purpose ............................................................................................................... 3 Research...
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