The Perceived Innovativeness of Employer Brands - A Qualitative Investigation of the Meaning, Sources, and Role of Employer Brands’ Innovativeness from the Perspective of Talents
(2020) BUSN39 20201Department of Business Administration
- Abstract
- The purpose of the thesis is to explore and understand the meaning, sources, and role of brands’ perceived innovativeness to talents due to the proposed importance of the attribute within the so-called war for talents as well as contemporary theoretical and practical discourse.
In accordance with the relativistic and interpretivist stance taken, a qualitative methodology is adapted through the utilization of semi-structured interviews and the application of an abductive research approach.
The perceived innovativeness of employer brands from the perspective of talents is studied through a theoretical framework that blends brand, marketing, and human resource theory. Within these fields the overarching theoretical notions of brand... (More) - The purpose of the thesis is to explore and understand the meaning, sources, and role of brands’ perceived innovativeness to talents due to the proposed importance of the attribute within the so-called war for talents as well as contemporary theoretical and practical discourse.
In accordance with the relativistic and interpretivist stance taken, a qualitative methodology is adapted through the utilization of semi-structured interviews and the application of an abductive research approach.
The perceived innovativeness of employer brands from the perspective of talents is studied through a theoretical framework that blends brand, marketing, and human resource theory. Within these fields the overarching theoretical notions of brand knowledge, brand associations, brand stimuli and employer value propositions are utilized to address the research question.
23 semi-structured online interviews were conducted with talents, which are defined as technology or business students that aim to start their professional career within 18 months. The interview transcripts are the foundation for the analysis and subsequent findings.
The empirical data generated through the interviews results in multiple findings as well as subsequent theoretical considerations. First of all, the results highlight that the meaning of innovativeness to talents is fragmented and multidimensional and furthermore adds various new aspects to prevalent notions of innovativeness. Additionally, the results indicate a broad spectrum of brand stimuli that can be considered as sources of talents’ perception of employer brands’ innovativeness. Moreover, the results reveal three sources of subjectivity that seem to influence talents’ brand knowledge and resulting brand evaluations. Finally, the results provide arguments for a reconsideration of the role of innovativeness in the attraction of talents, which might be different and less influential than expected.
The thesis leads to two alternative directions which managerial practice is encouraged to choose from: Either to forget about innovativeness in the context of perception and avoid its application in all talent facing activities or to manage the perceived innovativeness of brands with more attention to the details of its complex nature. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9017995
- author
- Glanzmann, Jan Niklas LU and Moberg, Karl LU
- supervisor
- organization
- course
- BUSN39 20201
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Perceived Innovativeness, War for Talents, Employer Brand Management, Brand Knowledge, Brand Stimuli
- language
- English
- id
- 9017995
- date added to LUP
- 2020-08-24 16:11:55
- date last changed
- 2020-08-24 16:11:55
@misc{9017995,
abstract = {{The purpose of the thesis is to explore and understand the meaning, sources, and role of brands’ perceived innovativeness to talents due to the proposed importance of the attribute within the so-called war for talents as well as contemporary theoretical and practical discourse.
In accordance with the relativistic and interpretivist stance taken, a qualitative methodology is adapted through the utilization of semi-structured interviews and the application of an abductive research approach.
The perceived innovativeness of employer brands from the perspective of talents is studied through a theoretical framework that blends brand, marketing, and human resource theory. Within these fields the overarching theoretical notions of brand knowledge, brand associations, brand stimuli and employer value propositions are utilized to address the research question.
23 semi-structured online interviews were conducted with talents, which are defined as technology or business students that aim to start their professional career within 18 months. The interview transcripts are the foundation for the analysis and subsequent findings.
The empirical data generated through the interviews results in multiple findings as well as subsequent theoretical considerations. First of all, the results highlight that the meaning of innovativeness to talents is fragmented and multidimensional and furthermore adds various new aspects to prevalent notions of innovativeness. Additionally, the results indicate a broad spectrum of brand stimuli that can be considered as sources of talents’ perception of employer brands’ innovativeness. Moreover, the results reveal three sources of subjectivity that seem to influence talents’ brand knowledge and resulting brand evaluations. Finally, the results provide arguments for a reconsideration of the role of innovativeness in the attraction of talents, which might be different and less influential than expected.
The thesis leads to two alternative directions which managerial practice is encouraged to choose from: Either to forget about innovativeness in the context of perception and avoid its application in all talent facing activities or to manage the perceived innovativeness of brands with more attention to the details of its complex nature.}},
author = {{Glanzmann, Jan Niklas and Moberg, Karl}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Perceived Innovativeness of Employer Brands - A Qualitative Investigation of the Meaning, Sources, and Role of Employer Brands’ Innovativeness from the Perspective of Talents}},
year = {{2020}},
}