Navigera och rekrytera i främmande kulturer: En resa genom tvärkulturell employer branding
(2024) SKDK11 20241Department of Strategic Communication
- Abstract
- Navigating and recruiting in foreign cultures: A journey through cross-cultural employer branding
As global companies expand and navigate in diverse cultural landscapes across national borders, human resources become the most vital asset of organizational prosperity. Consequently, this study aims to explore how companies strategically and culturally tailor their employer branding on social media platforms to attract top talent in different countries. Through an examination of Ernst & Young's (EY) cross-cultural employer branding, this research employs various theoretical frameworks, including organizational semiotics, color psychology, and Hofstede's cultural dimensions, to analyze their Instagram posts. Adopting a qualitative approach,... (More) - Navigating and recruiting in foreign cultures: A journey through cross-cultural employer branding
As global companies expand and navigate in diverse cultural landscapes across national borders, human resources become the most vital asset of organizational prosperity. Consequently, this study aims to explore how companies strategically and culturally tailor their employer branding on social media platforms to attract top talent in different countries. Through an examination of Ernst & Young's (EY) cross-cultural employer branding, this research employs various theoretical frameworks, including organizational semiotics, color psychology, and Hofstede's cultural dimensions, to analyze their Instagram posts. Adopting a qualitative approach, a multimodal analysis is conducted on 20 posts from EY’s Instagram accounts in Sweden and Japan.
This study contributes to an understanding of how global organizations engage in cross-cultural employer branding by strategically adapting to cultural differences on social media platforms through multimodal communication. The findings highlight the significance of cultural insight and adaptation, enabling organizations to effectively customize their employer branding strategy to target and engage their desired audiences in different cultural contexts while still remaining true to their core values. (Less) - Popular Abstract (Swedish)
- Navigera och rekrytera i främmande kulturer: En resa genom tvärkulturell employer branding
I takt med att globala företag expanderar till nya länder och kulturer blir mänskligt kapital deras viktigaste resurs för organisatorisk framgång. Syftet med denna studie är att undersöka hur organisationer strategiskt anpassar sin employer branding strategi på sociala medieplattformar för att attrahera och tilltala de kunnigaste anställda i olika kulturer. Studien fokuserar på Ernst & Youngs (EY) tvärkulturella employer branding på Instagram och använder sig av ett teoretiskt ramverk bestående av organisatorisk semiotik, färgpsykologi och Hofstedes kulturella dimensioner. Dessa i kombination analyserar 20 inlägg från EY:s Instagramkonton i... (More) - Navigera och rekrytera i främmande kulturer: En resa genom tvärkulturell employer branding
I takt med att globala företag expanderar till nya länder och kulturer blir mänskligt kapital deras viktigaste resurs för organisatorisk framgång. Syftet med denna studie är att undersöka hur organisationer strategiskt anpassar sin employer branding strategi på sociala medieplattformar för att attrahera och tilltala de kunnigaste anställda i olika kulturer. Studien fokuserar på Ernst & Youngs (EY) tvärkulturella employer branding på Instagram och använder sig av ett teoretiskt ramverk bestående av organisatorisk semiotik, färgpsykologi och Hofstedes kulturella dimensioner. Dessa i kombination analyserar 20 inlägg från EY:s Instagramkonton i Sverige och Japan utifrån en kvalitativt metod och multimodal analys.
Studien bidrar med fördjupad förståelse för hur globala organisationer implementerar tvärkulturell employer branding genom strategiska multimodala element. Insikterna belyser vikten av kulturell anpassning, och gör det möjligt för organisationer att effektivt implementera en tvärkulturell employer branding strategi, samtidigt som de förblir sig trogna sina kärnvärden. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9154569
- author
- Nilsson, Hanna LU and Jonsson, Emma LU
- supervisor
- organization
- course
- SKDK11 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- cross-cultural employee branding, social media, multimodal communication, organizational semiotics, color psychology, Hofstede's cultural dimensions
- language
- Swedish
- id
- 9154569
- date added to LUP
- 2024-08-27 10:29:48
- date last changed
- 2024-08-27 10:29:48
@misc{9154569,
abstract = {{Navigating and recruiting in foreign cultures: A journey through cross-cultural employer branding
As global companies expand and navigate in diverse cultural landscapes across national borders, human resources become the most vital asset of organizational prosperity. Consequently, this study aims to explore how companies strategically and culturally tailor their employer branding on social media platforms to attract top talent in different countries. Through an examination of Ernst & Young's (EY) cross-cultural employer branding, this research employs various theoretical frameworks, including organizational semiotics, color psychology, and Hofstede's cultural dimensions, to analyze their Instagram posts. Adopting a qualitative approach, a multimodal analysis is conducted on 20 posts from EY’s Instagram accounts in Sweden and Japan.
This study contributes to an understanding of how global organizations engage in cross-cultural employer branding by strategically adapting to cultural differences on social media platforms through multimodal communication. The findings highlight the significance of cultural insight and adaptation, enabling organizations to effectively customize their employer branding strategy to target and engage their desired audiences in different cultural contexts while still remaining true to their core values.}},
author = {{Nilsson, Hanna and Jonsson, Emma}},
language = {{swe}},
note = {{Student Paper}},
title = {{Navigera och rekrytera i främmande kulturer: En resa genom tvärkulturell employer branding}},
year = {{2024}},
}