Purpose:

The purpose of the paper is to investigate how Employer branding can help

increase the job satisfaction among the employees and thereby affect their

ambition to stay in the workplace. The aim of the study is also to research

around what factors are crucial in the work of Employer branding based on it

existing staff perspective. To contribute to knowledge of key factors in

the work with Employer Branding can help companies in the future to succeed

with the concept.

Method:

The study is based on a mixed method. The quantitative part of the mixed

method consisted of a questionnaire survey where ten surveyed questionnaires

were obtained. The qualitative survey consisted of interviews with employees

at Lidl.

Results:

A modified version of Kotter's model, adapted to the work with

Employer branding, can be used to increase job satisfaction and

thereby also increase the employee's ambition to stay in the workplace.

In the modified model, crucial factors such as the shift ratio between

employers and employees, Herzberg's motivation factors for job satisfaction,

as well as the design of Employer Value Proposition must be considered.

Common personal contact is a key factor in the work of Employer branding

which leads to increased job satisfaction and thereby increasing employees'

ambition to stay in the workplace.

The work with Employer branding in retail/grocery stores must include factors

such as working hours and forms of employment, as they are key drivers that

must be met to keep staff within an organization.

The result of this study shows that the work with Employer branding, in order

to increase employee satisfaction and thus increase the ambition to stay in the

workplace, is affected by many cohesive factors. In conclusion, it can be noted

that all these factors must be taken into account in order to succeed with the

work of Employer branding.