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Värnplikten och vården av värdefulla varumärken
Swedish Defence University.
2018 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Från 2010 förändrades Försvarsmaktens rekrytering av soldater genom regeringsbeslut att värnplikten skulle vara vilande. Anställda soldater skulle bemanna FM organisation.

Under åren intill 2010 fanns det, trots värnpliktens obligatorium, möjlighet att söka till frivilliga utbildningar under värnpliktstjänstgöringen, genom en särskild ansökan (SANS). Ett förband med SANS var Fallskärmsjägarskolan (FJS). Varje år genomförde ett stort antal ungdomar med uppfylld kravprofil vid mönstringen SANS till FJS.

Vad var bidragande orsaker och påverkansfaktorer till att de sökte utbildningen vid FJS, en mer krävande utbildning än de behövde genomföra?

Uppsatsen behandlar faktorer som bidrog till attraktionskraften att söka fallskärmsjägarutbildningen. Med utgångspunkt i organisationskultur, och med stöd av Backhaus och Tikoos utvecklade ramverk kring Employer branding, kommer ett av FM varumärken att behandlas. Det görs genom empiriskt stöd av en frågeundersökning, med tre årskullar över tre decennium.

Resultatet visar att såväl externa som interna faktorer påverkar uppfattningen kring en organisations varumärke. Dessutom visar det vikten av ambassadörer, och betydelsen av muntlig överspridning samt upplevd familjaritet med organisationen. Det visar också den tidsöverskridande konstanta attraktionen av utmaningen, att få testa sig, som del av en eftertraktad grupp.

Abstract [en]

In 2010 the primary source for recruiting future soldiers and employees for the Swedish Armed Forces was changed. Previously the foundation for recruiting was the annual cohort of conscript soldiers that was selected through enlistment tryouts in their late teens.

Enlistment was mandatory, however, there has always existed volunteer choices for national service within the Armed Forces. One of these units was FJS (Special Forces Corps). Every year a lot of able conscripts were allowed to apply for selection and training with the FJS.

What was the background, reason and persuation for them to volunteer for a more challenging conscription than they were needed to?

This thesis examines which factors that was behind an effective recruiting process until the cancelation of conscription in 2010. Focus will be on one examined unit. With the support of  Organizational culture theories and Backhaus and Tikoo´s Employer branding framework this will be reviewed. The empirical background for the studie will be aqurired through a survey. The survey consist of three annual cohorts of soldiers, over three decades, until 2010.

The results show that both external and internal factors stimulate the perceptance of the Employer Brand (EB). Furthermore it indicates the importance of Word of Mouth, familiarization and ambassadorship for further reinforcement of the EB. It also shows that no matter the era, there is a constant attraction with the Challenge, to try oneself out, as part of a coveted group.

Place, publisher, year, edition, pages
2018. , p. 75
Keywords [sv]
Employer Branding, Word of Mouth, varumärke, värnplikt, attraktionskraft, rekrytering
National Category
Political Science
Identifiers
URN: urn:nbn:se:fhs:diva-7527OAI: oai:DiVA.org:fhs-7527DiVA, id: diva2:1216131
Subject / course
War Studies, Thesis
Educational program
Högre stabsofficersutbildning (HSU)
Supervisors
Examiners
Available from: 2018-06-11 Created: 2018-06-11 Last updated: 2018-06-11Bibliographically approved

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Citation style
  • apa
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