Exploring Microsoft's Online Organisational Communication Strategy and Employer Branding Efforts through Employee-Oriented Content and Job Seekers' Expectations on LinkedIn
Authors
Nguyenová, Michaela ; Kapacinskaite, Juste
Term
4. term
Publication year
2024
Submitted on
2024-05-22
Pages
116
Abstract
Dette speciale undersøger, hvordan Microsoft bruger LinkedIn til at kommunikere sin organisatoriske identitet og styrke sit employer brand gennem medarbejderorienteret indhold, og hvordan disse tiltag stemmer overens med jobsøgeres forventninger. Som et eksplorativt casestudie kombinerer forskningen en multimodal indholdsanalyse af Microsofts medarbejderfokuserede LinkedIn-opslag med en deskriptiv statistisk analyse af en kvantitativ spørgeskemaundersøgelse blandt jobsøgere. Analysen er informeret af teorier om corporate identity, employer branding, uses and gratifications, forudsigere for selvafsløring på sociale medier samt åbne systemer i organisationskommunikation. Studiet beskriver elementer, der former Microsofts online kommunikationsstrategi, identificerer centrale employer branding-temaer på LinkedIn og kortlægger de hyppigst angivne forventninger til fremtidigt arbejdsgiverindhold blandt jobsøgere. Resultaterne diskuteres i lyset af de valgte teorier; begrænsninger og forslag til videre forskning anerkendes.
This thesis examines how Microsoft uses LinkedIn to communicate organisational identity and build its employer brand through employee-oriented content, and how these efforts align with job seekers’ expectations. Framed as an exploratory case study, the research combines a multimodal content analysis of Microsoft’s employee-focused LinkedIn posts with a descriptive statistical analysis of a quantitative survey of job seekers. The analysis is informed by perspectives on corporate identity, employer branding, uses and gratifications, predictors of social media self-disclosure, and open systems in organisational communication. The study delineates elements shaping Microsoft’s online communication strategy, identifies primary employer branding themes evident on LinkedIn, and maps the most frequently reported expectations for future employer content among job seekers. Findings are discussed in relation to the selected theories; limitations and directions for further research are acknowledged.
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