Employee engagement and willingness to recommend – Sundsvall Municipality

The overall aim of the project is to provide a deeper understanding of the importance of employeeship regarding the attractiveness of public sector employers. Differences between different public sector organizations regarding employees' propensity to recommend organizations as attractive employers and the importance of internal and external factors will be studied. Results from the project will form the basis for measures to strengthen the organization's employer brand and contribute knowledge for managers and HR departments to be able to create a more positive employee evaluation of public workplaces.

The project combines different methods to gain a deeper understanding linked to current research questions. Based on the municipality's employee survey of 5,876 individuals, analyses of the Sustainable Employee Engagement (HME) index will be carried out with a focus on differences between different operations and factors of importance for these differences. Analyses of survey results before the start of the project and at the next measurement occasion make it possible to study the effects of planned brand-strengthening efforts during the project period. Qualitative analyses in the form of focus group and individual interviews and student papers complement the quantitative analyses. One of several bases in the analyses is to study differences based on factors such as gender, age and profession.