Search results for " branding"

What you see is what you get? Measuring companies' projected employer image attributes via companies' employment webpages

2021

Information on a company's employment webpage sends signals about the employer image the company intends to project to applicants. Nonetheless, we know little about the content of recruitment signals sent via company employment webpages. This study develops a method to measure companies’ projected employer image attributes based on their employment webpages. Specifically, we analyze companies’ projected employer image attributes by applying computer‐aided text analysis (CATA) to the employment webpages of 461 Fortune 500 companies (i.e., more than 11,100 individual pages). Our results show that projected employer image attributes remain relatively stable over time. Moreover, we find relativ…

Procesos de «re-imageneering» turístico: el eclipse de la identidad local de Valencia

2011

Ostentación, abundancia y gusto por lo efímero son constantes de la naturaleza valenciana, región donde la creatividad fácil y desbordante se conjuga con una genuina vulgaridad de los sentidos. Valencia se ha mostrado siempre como un añejo escaparate natural, pero la frondosidad de su antigua huerta enmudece hoy ante ciudades temáticas de escasa raigambre en el territorio como la Ciudad de las Artes y las Ciencias. Los ciudadanos valencianos ya no se pueden identificar con marcas remitentes al «sol y playa», con abreviaturas aeroportuarias (VLC) o con eslóganes de un territorio que, tras hipotecar suelo, recursos y costumbres, sigue aún «dándote todo», según reza el eslogan turístico. Estud…

Communication students' motives for and attitudes towards personal branding

2015

Henkilöbrändäys ja profiloituminen ovat olleet pitkään eri alojen kuuluisuuksien etuoikeus. Sosiaalinen media on kuitenkin mahdollistanut henkilöbrändäyksen hyvin laajalle yleisölle. Onkin arvioitu, että sosiaalisen median kanavat ovat nykyisin pääasiallisia areenoita henkilöbrändäykselle. Lisäksi digitaalinen viestintä ja sosiaalinen media ovat luoneet uuden viestinnän muodon: yksilöiden joukkoviestinnän. Näin ollen näyttää siltä, että sosiaalinen media on ollut sekä henkilöbrändäys-ilmiön aiheuttaja että mahdollistaja. Informaatioteknologian vallankumouksen aikana on kasvanut myös kaksi uutta sukupolvea, joiden tavat käyttää teknologiaa eroavat merkitta…

Tecnologie digitali per la visibilità del patrimonio culturale. L'immagine di Tarragona nella prospettiva dell'offerta

2023

This work aims to contribute to the debate on the role of new technologies in the process of urban image construction, presenting as a case study the digital offering of the UNESCO site of Tarragona. Inclusion on the World Heritage List may represent a decisive event in the definition of an urban image, which new technologies can promote and project to the outside world. By making the winning narrative visible, technologies offer spaces for tourist desire and consumption and show us how cities are told by highlighting some aspects and excluding others. After explaining the dynamics of the context under study, the paper demonstrates how digital tools can convey a brand, mediate or transfigur…

L'attenzione al marchio nelle strategie di Destination Management

2012

L’employer branding nelle amministrazioni pubbliche

2017

L’employer branding (EB) nelle organizzazioni pubbliche è un tema poco esplorato dalla ricerca. Scopo di questo studio è comprendere il fenomeno dell’EB nelle organizzazioni pubbliche e fornire alcune prime indicazioni di policy per le amministrazioni e la ricerca. L’articolo affronta nell’ordine i seguenti temi: (1) il concetto di EB nelle organizzazioni orientate al profitto; (2) la ricostruzione dei motivi che spiegano l’interesse del settore pubbli - co per il branding in generale; (3) le ragioni per le quali l’EB è rimasto fino a oggi una pratica poco conosciuta e i motivi di un crescente interesse nelle organizzazioni pubbliche; (4) l’analisi dei contenuti emergenti per un EB pubblico…

Il controllo dell’employer branding nello spazio pubblico in rete

2017

Obiettivo di questo articolo è comprendere in che misura l’Employer Branding (EB) esprima un’autentica realtà aziendale oppure sia solo una ben orchestrata suggestione organizzativa. Dopo averne riscostruito il significato e l’impatto sul ciclo di gestione delle risorse umane (recruitment, commitment e retention), lo studio descrive tre modalità di controllo dell’EB: il controllo interno, professionale e pubblico. Le caratteristiche e le implicazioni critiche di un caso di controllo pubblico dell’EB quale Glassdoor.com vengono presentate. In particolare vengono illustrati la struttura, i servizi e le criticità della piattaforma crowdsourcing-based di Glassdoor.com (usi ritorsivo, scorretto,…

Appearance or reality? Monitoring of employer branding in public network space: the Glassdoor case

2017

To what extent does Employer Branding (EB) express the real‐life company working environment or merely constitutes a well‐orchestrated organizational image? After reconstructing its significance and impact on the managing of the human resource cycle (recruitment, commitment, and retention) this study describes three ways of monitoring EB: internal, professional and public control. They each make use of a variety of tools in order to assess the extent to which the appearance of the employer corresponds to an authentic reality. Then, there is a presentation of the features and critical issues of a case of public EB control: Glassdoor.com. More specifically, this is followed by descriptions of…

Country images and identities in times of populism: Swiss media discourses on the ‘stop mass immigration’ initiative

2020

The construction of certain country images and identities is traditionally studied in relation to public diplomacy, strategic communication and nation branding practices of state and non-state actors. However, we notice the increased instrumentalization of country images and identities in debates on issues beyond strategic promotional practices, such as those articulated around elections, referendums or migration. We analyse how Swiss media constructed Switzerland's image and identity in the debate following the 2014 referendum on ‘stop mass immigration’ initiative, in times of populism, a communication phenomenon and ideology discursively articulated by political and media actors. Thus, w…

Employer branding as a form of sport event sponsorship : the case of a multinational industrial firm

2017

The growth of new industry sectors and the ascent of burgeoning economies have increased competition between companies to secure a skilled workforce. To ensure competitiveness in these rapidly changing markets, companies have striven to build successful branding strategies. Although employer branding is becoming a popular trend in the world of practicing managers and scholars, perspectives are still evolving. The purpose of this study was to examine the effectiveness of employer branding from the perspective of a business-to-business (B2B) multinational company´s (thereafter, “the case company”) current employees. In this study, a sport sponsorship project acted as an employer branding acti…