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Bursting The EU Bubble - A Qualitative Study on the Decline of Swedish Representation in EU Institutions and EPSO's Employer Brand

Noreen, Charlotte LU and Eriksson Åberg, Tuva LU (2025) SKOK11 20251
Department of Strategic Communication
Abstract
This thesis investigates how the European Union, through the European Personnel Selection Office (EPSO), constructs and communicates its employer brand, with a particular focus on how this may influence the underrepresentation of Swedish nationals in EU institutions. The study draws on theories of employer branding and Hofstede’s cultural dimensions to explore how centrally produced communication reflects broader discursive patterns. Using a qualitative research design, the analysis combines thematic content analysis and discourse analysis on a sample of 39 materials from EPSO’s website and social media platforms. The findings reveal that EPSO's communication places significant emphasis on selection procedures, constructing an image of the... (More)
This thesis investigates how the European Union, through the European Personnel Selection Office (EPSO), constructs and communicates its employer brand, with a particular focus on how this may influence the underrepresentation of Swedish nationals in EU institutions. The study draws on theories of employer branding and Hofstede’s cultural dimensions to explore how centrally produced communication reflects broader discursive patterns. Using a qualitative research design, the analysis combines thematic content analysis and discourse analysis on a sample of 39 materials from EPSO’s website and social media platforms. The findings reveal that EPSO's communication places significant emphasis on selection procedures, constructing an image of the EU as a meritocratic and transparent employer. However, this approach often relies on institutional language that may be inaccessible to those unfamiliar with the EU's internal norms, potentially discouraging applicants from underrepresented member states. While social media communication presents a more inclusive and accessible tone, targeted messaging toward specific nationalities, such as Sweden, is limited and lacks persuasive intent. The study concludes that this communication strategy may unintentionally reinforce exclusivity and reduce the perceived attractiveness of EU careers among Swedish candidates. A more inclusive and culturally sensitive employer branding approach could help strengthen representation, enhance institutional legitimacy, and promote diversity across EU institutions. (Less)
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author
Noreen, Charlotte LU and Eriksson Åberg, Tuva LU
supervisor
organization
course
SKOK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
EPSO, employer branding, employer attractiveness, cultural dimensions theory, strategic communication, EU.
language
English
id
9192603
date added to LUP
2025-06-18 10:18:00
date last changed
2025-06-18 10:18:00
@misc{9192603,
  abstract     = {{This thesis investigates how the European Union, through the European Personnel Selection Office (EPSO), constructs and communicates its employer brand, with a particular focus on how this may influence the underrepresentation of Swedish nationals in EU institutions. The study draws on theories of employer branding and Hofstede’s cultural dimensions to explore how centrally produced communication reflects broader discursive patterns. Using a qualitative research design, the analysis combines thematic content analysis and discourse analysis on a sample of 39 materials from EPSO’s website and social media platforms. The findings reveal that EPSO's communication places significant emphasis on selection procedures, constructing an image of the EU as a meritocratic and transparent employer. However, this approach often relies on institutional language that may be inaccessible to those unfamiliar with the EU's internal norms, potentially discouraging applicants from underrepresented member states. While social media communication presents a more inclusive and accessible tone, targeted messaging toward specific nationalities, such as Sweden, is limited and lacks persuasive intent. The study concludes that this communication strategy may unintentionally reinforce exclusivity and reduce the perceived attractiveness of EU careers among Swedish candidates. A more inclusive and culturally sensitive employer branding approach could help strengthen representation, enhance institutional legitimacy, and promote diversity across EU institutions.}},
  author       = {{Noreen, Charlotte and Eriksson Åberg, Tuva}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Bursting The EU Bubble - A Qualitative Study on the Decline of Swedish Representation in EU Institutions and EPSO's Employer Brand}},
  year         = {{2025}},
}