Sveriges roligaste arbetsplats?
(2022) SKDK11 20221Department of Strategic Communication
- Abstract
- A strong employer brand is what determines whether people choose to look for work at the organization or not. Today, it is becoming increasingly difficult for organizations to stay in the labor market as competition increases. There is an abundance of information that makes it difficult to get a good idea of what it is like to work in an organization. The hospitality industry is an industry that is constantly struggling to find and retain employees, which contributes to a high shortage of labor. To increase attraction, organizations must actively communicate their employer brand to potential employees. This study, therefore, concentrates on understanding how organizations in the hospitality industry use digital communication to present... (More)
- A strong employer brand is what determines whether people choose to look for work at the organization or not. Today, it is becoming increasingly difficult for organizations to stay in the labor market as competition increases. There is an abundance of information that makes it difficult to get a good idea of what it is like to work in an organization. The hospitality industry is an industry that is constantly struggling to find and retain employees, which contributes to a high shortage of labor. To increase attraction, organizations must actively communicate their employer brand to potential employees. This study, therefore, concentrates on understanding how organizations in the hospitality industry use digital communication to present their company brand in an attractive way to potential employees. The study examines how three amusement parks in Sweden communicate their employer brand, and how it is expressed on their digital channels. A multimodal analysis was performed on the organizations where Instagram posts and career websites were analyzed. The result shows that the organizations' communication aims to present their employer brands in an attractive way by presenting themselves as a workplace "filled with joy". This is expressed through an evident interplay between textual and visual elements, where organizational promises, attraction values, and brand ambassadorship become prominent. With this study, we have seen how strategic communication can affect the attraction of potential employees and how it is expressed in their digital communication. In this way, this thesis contributes to the research field of strategic communication and the field of employer branding. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9083207
- author
- Olsson, Matilda LU and Erlandsson, Alva
- supervisor
- organization
- alternative title
- En kvalitativ studie om hur organisationer inom besöksnäringen framställer sitt arbetsgivarvarumärke på digitala kanaler
- course
- SKDK11 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- Nyckelord: arbetsgivarvarumärkning, besöksnäringen, signaleringsteorin, social identifiering, arbetsgivarlöfte, arbetsgivarattraktion, organisationskultur, digital kommunikation, strategisk kommunikation
- language
- Swedish
- id
- 9083207
- date added to LUP
- 2022-06-27 11:04:53
- date last changed
- 2022-06-27 11:04:53
@misc{9083207,
abstract = {{A strong employer brand is what determines whether people choose to look for work at the organization or not. Today, it is becoming increasingly difficult for organizations to stay in the labor market as competition increases. There is an abundance of information that makes it difficult to get a good idea of what it is like to work in an organization. The hospitality industry is an industry that is constantly struggling to find and retain employees, which contributes to a high shortage of labor. To increase attraction, organizations must actively communicate their employer brand to potential employees. This study, therefore, concentrates on understanding how organizations in the hospitality industry use digital communication to present their company brand in an attractive way to potential employees. The study examines how three amusement parks in Sweden communicate their employer brand, and how it is expressed on their digital channels. A multimodal analysis was performed on the organizations where Instagram posts and career websites were analyzed. The result shows that the organizations' communication aims to present their employer brands in an attractive way by presenting themselves as a workplace "filled with joy". This is expressed through an evident interplay between textual and visual elements, where organizational promises, attraction values, and brand ambassadorship become prominent. With this study, we have seen how strategic communication can affect the attraction of potential employees and how it is expressed in their digital communication. In this way, this thesis contributes to the research field of strategic communication and the field of employer branding.}},
author = {{Olsson, Matilda and Erlandsson, Alva}},
language = {{swe}},
note = {{Student Paper}},
title = {{Sveriges roligaste arbetsplats?}},
year = {{2022}},
}