Employer Branding within Public Sector from a New Public Management perspective - case study of the Swedish Armed Forces
This qualitative mixed methods case study aims to seek understanding of employer branding within the public sector from a New Public Management perspective. The chosen case is two campaigns from the Swedish Armed Forces of 2011 and 2019. Due to political changes in Sweden, the Swedish Armed Forces faced major organizational changes regarding their staffing. Through a text analysis of the commer