The Path to Purpose: How Covid-19 Made Us Rethink Talent Attraction

Andriescu, Ioana

4. term

Culture, Communication and Globalization, Master

2022

2022-05-31

72

This thesis examines how the Covid‑19 crisis changed talent attraction—the ways organizations appeal to and recruit skilled people. It is a qualitative study conducted in a global healthcare company headquartered in Denmark. The analysis illustrates how, amid the intense 'war for talent', organizations can gain a strategic advantage by adopting new and innovative practices, such as becoming more purpose‑driven with a clear mission that matters to candidates.

Specialet undersøger, hvordan Covid‑19‑krisen ændrede talenttiltrækning—de måder, hvorpå organisationer gør sig attraktive for og rekrutterer dygtige medarbejdere. Det er et kvalitativt studie udført i en global sundhedsvirksomhed med hovedsæde i Danmark. Analysen illustrerer, hvordan organisationer kan opnå en strategisk fordel i den intense 'kamp om talenterne' ved at indføre nye og innovative praksisser, fx ved at blive mere formålsdrevne med et tydeligt formål, der betyder noget for kandidater.

[This apstract has been rewritten with the help of AI based on the project's original abstract]

talent attraction, employer branding, purpose, meaningful work, retention, top talent, Covid-19, qualitative, thematic analysis, leadership, organizational culture

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