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The emotional language of the Employer Brand: The attitudinal positioning of Employer Brand characteristics in recruitment communication
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research question What kind of evaluative language is used in an organization’s recruitment communication in its attempt to generate emotional responses in relation to its employer brand characteristics?

Purpose The purpose of this study is to explore how the Appraisal approach can be used in an organization’s recruitment communication to express its employer brand.

Method Case study design, qualitative content analysis drawing from the Appraisal approach

Conclusion The use of the Appraisal framework indicates that employer brand characteristics can be expressed attitudinally. This study suggests that with the aid of the Appraisal approach a skillful management of evaluative language in employer brand descriptions could lead to the generation of an engaging communication.

Place, publisher, year, edition, pages
2015. , 76 p.
Keyword [en]
Employer brand, Appraisal framework, language, recruitment communication, characteristics of successful employer brands
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44725OAI: oai:DiVA.org:lnu-44725DiVA: diva2:823170
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2015-06-18 Created: 2015-06-17 Last updated: 2015-06-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf