An exploration of corporate recruitment descriptions on

  • Backhaus K
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This article explores the ways in which corporations describe themselves in recruitment materials. Specifically, the study examines corporate descriptions provided to job seekers by firms advertising on the Internet site, The study also explores elements of corporate image presented in the descriptions and the way in which firms market their employer brands. The findings demonstrate how analysis of corporate descriptions reveals interesting insights into organizational recruitment tactics. Results suggest that firms focus predominantly on firm attributes and secondarily on employee advancement. Various industries approach recruitment advertising differently, with significant differences emerging between high-tech organizations, service organizations, and consumer product firms in the emphases of their corporate descriptions. Few firms present a distinct employer brand but tend to cluster together in brand types. © 2004 by the American Association for Business Communication.

Author-supplied keywords

  • Communication
  • Content analysis
  • Employer branding
  • Internet
  • Recruitment

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  • Kristin B. Backhaus

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