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Jakten på talang: En studie i hur employer branding kommuniceras effektivt till studenter
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Informatics and Media, Media and Communication Studies.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Search for talent : A study in how to effectively convey consumer brands to students (English)
Abstract [en]

Purpose/Aim: To identify which channels of communication are most effective in conveying consumer brands to students. The main areas of research are social media, brochures , employees, and face-to-face interaction as with job fairs, study visits and lectures.

Material/Method: Group interviews, literature, electronic sources, Internet sources.

Main results: The results of the study show that employees are seen as the most trustworthy source since they are thought of as the most honest. Social media are seen as the communication channel with the broadest range of information but with the possibility of appearing unproffesional. Brochures were considered to be the least effective communication channel as these are rarely read and when they are, often seem contrived and give an overly rigid impression of the company. Face-to-face communication was considered to be the most effective way to gain a professional connection but was as viewed upon with certain skepsis due to the companies tendencies to at times present a false projection of themselves at events such as job fairs. The desire to aquire trustworthy and authentic information was constant throughout the results, something which the different channels of communication could offer to varying extents

Place, publisher, year, edition, pages
2010. , p. 43
Keyword [sv]
Employer branding, kommunikation, kommunikationskanaler
Identifiers
URN: urn:nbn:se:uu:diva-145479OAI: oai:DiVA.org:uu-145479DiVA, id: diva2:396263
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2011-02-09 Created: 2011-02-09 Last updated: 2011-02-09Bibliographically approved

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