EMPLOYER BRANDING: An analysis of attraction and recruitment by means of linguistic and semiotic elements, and the increasing competition among organizations to attract and recruit talented employees
Translated title
EMPLOYER BRANDING
Authors
Jørgensen, Sofie Mølsted ; Elkær, Camilla Gunder
Term
4. term
Publication year
2021
Submitted on
2021-05-31
Pages
129
Abstract
In a highly competitive job market, companies must appear as attractive places to work. A strong employer brand—the company’s reputation as a workplace—is therefore essential. This thesis examines how the international company HEINEKEN uses two employer branding campaign videos from 2016 and 2019 to attract qualified candidates. These videos serve as the study’s empirical material. The analysis applies theoretical and methodological approaches from linguistics (how word choice and tone create meaning), discourse and power relations (how communication positions the sender and the audience), and semiotics and visual elements (signs, images, and composition). From a critical perspective, it explores how these devices shape perceptions of HEINEKEN as a workplace. As supplementary theory, the study draws on The War for Talent and The Three Step Process of Employer Branding to examine how HEINEKEN promotes its values and strengths in the competition for the best-qualified talent. The analysis concludes that HEINEKEN uses specific linguistic and semiotic strategies to attach positive meanings to the organization for prospective employees. By highlighting selected values and strengths, the company seeks to build a positive image and present itself as an attractive and desirable workplace to increase interest and attract new employees.
I en tid med hård konkurrence om dygtige medarbejdere er det vigtigt, at virksomheder fremstår som attraktive arbejdspladser. Et stærkt employer brand – virksomhedens omdømme som arbejdsplads – er derfor centralt. Dette speciale undersøger, hvordan den internationale virksomhed HEINEKEN gennem to employer branding-kampagnevideoer fra 2016 og 2019 forsøger at tiltrække kvalificerede kandidater. Videoerne udgør specialets empiriske materiale. Analysen anvender teoretiske og metodiske tilgange fra lingvistik (hvordan ordvalg og tone skaber betydning), diskurs og magtforhold (hvordan kommunikationen positionerer afsender og modtager) samt semiotik og visuelle elementer (tegn, billeder og komposition). Med et kritisk blik undersøges, hvordan disse virkemidler påvirker opfattelsen af HEINEKEN som arbejdsplads. Som supplerende teori inddrages The War for Talent og The Three Step Process of Employer Branding for at belyse, hvordan HEINEKEN markedsfører virksomhedens værdier og styrker i konkurrencen om de bedst kvalificerede talenter. Analysen viser, at HEINEKEN bruger særlige sproglige og semiotiske greb til at tilskrive organisationen positive betydninger over for potentielle medarbejdere. Ved at fremhæve udvalgte værdier og styrker søger virksomheden at opbygge et positivt image og fremstå som en attraktiv og ønsket arbejdsplads for at øge interessen og tiltrække nye medarbejdere.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
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