Attributes of employer branding in agri-businesses

Global and national targets for increased food production have been set. In order to increase production, access to relevant labour is necessary. Several agricultural companies experience difficulties in hiring staff.Young employee's are of particular interest as they are the new entrants to the job market. Employer branding is a way to understand what makes young employee’s choose an agricultural business employer. The aim of this study was to examine how young employee’s value employer branding attributes in the Swedish agriculture sector. The young employees value attributes from all analytical categories. Mainly, the attributes involve cultural-, emotional- and monetary aspects. In many cases, the employer have the possibility to influence, and develop these attributes. If done, agriculture businesses can develop to attract young employee’s and strengthen the business employer brand. The study show that agricultural companies can increase their public knowledge by using digital communication channels.​

About me

Lucas Hylander

Agronomprogrammet - Ekonomi