This paper aims to investigate the combined effort of the HR Department and the Marketing and Communication Department to define and implement employer-branding strategies. To obtain the aim, qualitative research was designed to establish the relationship between employer attractiveness, organizational attractiveness and company culture, and to identify to what extent company culture can be communicated through employer branding. Therefore, firstly, the study clarifies the links between employer branding, employer attractiveness, company culture, and the boundaries of these concepts. It then examines how employer branding works concerning company culture attributes, and, finally, the paper draws some conclusions that will address practical implications in the form of employer brand management. The research design was based on qualitative research methods (in-depth interviews and focus groups) applied to stakeholders, employees from the IT industry, and IT companies’ representatives. Subsequently, the qualitative data were processed with Atlas.ti 8 that generated the results and the points under discussion. The data show that when recruiting strategies, respectively, employer-branding strategies are thought separately, as happens most of the time, their efficiency diminishes considerably, and the employer image does not have consistency and attractiveness. To conclude, this study highlights the following practical ideas: a)management teams must have a holistic approach of employer branding, organizational attractiveness, and company culture; b)employer branding, in order to become a useful tool for employees’ retention and recruitment, must be managed by both the HR Department and the Marketing and Communication Department within a coordinated and coherent strategy and c) for employer branding to be efficient, there is a need to leverage HR as a strategic partner and, as a result, employees will be developed into strategic assets of the company.
Understanding how framing affects amessage can help health communication experts develop more creative and effective campaigns. Thisstudy is constructed starting from prospect theory (Kahneman andTversky), the stages of change model (Prochaska and Diclemente), and the theory of planned behavior (Ajzen) and is aimed at generating new hypotheses about message framing. The research questions are: What is the most effective message framing for changing health behaviors? What are the factors on which the effectiveness of gain-framed and loss-framed narratives depend? To answer these questions, we used a qualitative methodology based on focus groups (N = 8/67), in which we analyzed the way people interpret message framing and their subsequent intentions regarding the behavior of accepting or refusing anti-COVID-19 vaccination. The results support the idea that the choice between gain-framed or loss-framed narratives will be made according to moderators as peoples’ stages of change (contemplation or preparatory stage), perceived risk and vulnerability, and perceived control. The research hypotheses generated by this study indicate new routes for future persuasive health communication campaigns.
Internal diversity within organizations and the technology-determined restraints of multinational competition raise the need of developing organizational communication more than ever. Communication audits have been approached as an effective tool for improving organizations’ business targets, but this article argues that communication audits go beyond that and fill the diverse communication needs of today’s manpower. Firstly, the article clarifies the nature of strategic communication and the boundaries of this domain. Then, the paper examines the nature of the term „strategic”. We argue that the results of a communication audit are the first step towards a strategic communication plan. In view of this perspective, the article’s main research questions are: What is the link between strategic communication, communication audit and management performance? How do we measure and illustrate where the organization currently stands in terms of its communication performance? The conclusions of this conceptual paper highlight the role of communication audits in providing useful information for the strategic communication process and HR management by clarifying the nature of qualitative data that are instrumental for strategic communication and how should a researcher report the results of a qualitative study in order to be effective for the strategic communication plan.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.