”MAN SKA HA JÄVLIGT KUL PÅ JOBBET” : En kvalitativ studie om hur organisationskultur och interna marknadsföringsaktiviteter påverkar anställdas intentioner att stanna inom en organisation

• Main Authors: Nilsson, Tobias, Tidblad, Oliver
• Format: Others
• Language: Swedish
• Published: Umeå universitet, Sociologiska institutionen 2021
• Subjects: Internal marketing; Internal Branding; Employer branding; Organizational culture; Intention to stay; Transformational leadership; Employee turnover; Sociology; Sociologi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-188399

The aim of this study is to investigate employees in knowledge-intensive organizations' intentions to stay in their workplace and to see if organizational culture and internal marketing activities have an effect to reduce voluntary staff turnover.There are several factors which affect employees' intentions to leave or stay in their current work position. The result of this study shows initially that there needs to be some form of agreement between the employee's and the employer's values, needs or vision of the future. Factors that may make an employee in a knowledge-intensive organization want to leave might be that the individual does not feel safe, does not have trust or confidence in their leader or colleagues. It can also be due to the individual not feeling that he or she is growing in his or her job role, has career opportunities or that he or she feels locked in and controlled in their tasks. Internal marketing activities and organizational culture are two factors that knowledge-intensive organizations can work with to become a more attractive employer and reduce voluntary staff turnover. Internal marketing activities are an initiative that in this study proved to have a positive effect on employee well-being, motivation, commitment and loyalty to the organization. Knowledge-intensive organizations that work with initiatives to promote internal marketing activities and organizational culture create good conditions for their staff to thrive better, get an attractive employer brand and lower involuntary staff turnover. In conclusion, it was found in this study that transformative leaders have the leadership qualities that are described as most desirable and sought after in knowledge-intensive organizations.