Digital Storytelling and Employer Branding. An Exploratory Connection
Camelia Crișan,Dumitru Borțun +1 more
TLDR
In this paper, a group of participants have been asked to rate their interest in a company, after viewing solely the online commercial communication (website and Facebook account), while another group has viewed two digital stories produced by two employees of the company.Abstract:
Our paper aims at explaining what is digital storytelling and its particular methodology, and how its use in the organizational settings could influence the employer branding. For such purpose, the authors have conducted an exploratory research, where a group of participants has been asked to rate their interest in a company, after viewing solely the online commercial communication (website and Facebook account), while another group has viewed two digital stories produced by two employees of the company. The results of the analysis showed that participants had more positive words to describe the company after viewing the stories, but there were not differences in perception for those who were searching for a job and those who were not searching for the job when exposed solely to the web communication or digital stories.read more
Citations
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Employer branding : strategic implications for staffrecruitment
TL;DR: In this paper, the authors examine the nature and consequences of employer branding and reveal that job seekers evaluate: the attractiveness of employers based on any previous direct work experiences with the employer or in the sector; the clarity, credibility, and consistency of the potential employers' brand signals; perceptions of the employers’ brand investments; and perceptions of their product or service brand portfolio.
Journal ArticleDOI
The meaning of a brand? An archetypal approach
TL;DR: In this paper, the authors measured consumers' perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity.
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Qualitative study of challenges and strategies of Indian IT organizations toward global branding
Keshab Ray,Meenakshi Sharma +1 more
TL;DR: In this paper, the impact of brand strength on global branding of Indian IT organizations has been examined and a conceptual benchmarking framework for Indian IT organisations has been proposed to improve delivering brand promise, positioning, awareness building and authenticity toward making Indian IT Organizations future ready to address the entire breadth of opportunities in the evolving world of cloud and digital.
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Investigating digital storytelling for the creation of positively engaging digital content
TL;DR: In this paper, a digital discourse analysis combined with a five-layer coded film analysis is applied to a DST video, viewed on Facebook, and four overarching and overlapping approaches are identified.
References
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TL;DR: Rorty as discussed by the authors argues that it is literature not philosophy that can promote a genuine sense of human solidarity, and argues that a truly liberal culture, acutely aware of its own historical contingency, would fuse the private, individual freedom of the ironic, philosophical perspective with the public project for human solidarity as it is engendered through the insights and sensibilities of great writers.
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TL;DR: A participant-observation study in a large office-supply firm of how people perform stories to make sense of events, introduce change, and gain political advantage during their conversations is reported in this article.
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Stories of the storytelling organization: a postmodern analysis of disney as "tamara-land"
TL;DR: The authors theorize Walt Disney enterprises as a storytelling organization in which an active-reactive interplay of premodern, modern, and postmodern discourses occurs, and present a post-modern analysis of the company.
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Conceptualizing and researching employer branding
Kristin Backhaus,Surinder Tikoo +1 more
TL;DR: In this article, the authors present a framework to initiate the scholarly study of employer branding, combining a resource-based view with brand equity theory, a framework is used to develop testable propositions.
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