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“Man ska inte behöva skämmas när någon frågar var man jobbar”: En kvalitativ analys av populära IT-företagskommunikation på sociala medier
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"You should not be ashamed when someone asks where you work". A qualitative analysis of popular IT companies’ communication on social media. (English)
Abstract [en]

AbstractAuthors​: Johan Byström and Jonathan Ekstrand.

Advisor​: Jesper Enbom.

Examinator​: Eric Carlsson.

The purpose of this thesis is to increase our understanding about how some of the most popular tech business’ use the phenomenon employer branding to make their own company look more attractive towards future workers through their social media channels. But also, expand our knowledge when it comes down to what makes a company attractive among students who study information technology and data programs. This thesis consisted of two methods which were a semiotic image analysis and two qualitative interviews. The data from the semiotic analysis consists of nine different images from the selected companies and the qualitative interviews consists of two separate group interviews which concluded a total of nine students from Umeå university.

The results showed us new insights on how successful companies operate on their social media channels Instagram and Facebook. We could also identify that each company had their own idea of strategic communication on their channels. But something mutual between all channels were that they published content which purpose was to please a wider audience rather than a small selected group of people.

Through this study we landed in the conclusion that the three companies do not aim their communication directly towards the group of students we interviewed. However, you can see patterns of the phenomenon employer branding in the published content, which contributes to make the companies look attractive. The interviewed students meant that the work environment had to be inviting. They also explained that some of the most important things that they look for in a future workplace are; fellowship, common interests and personal development. If companies use social media their chance of attractiveness and good reputation increases, rather than being lost in the crowd if they are never seen.

Keywords: ​Employer branding, identity, social identity, social media, consumption, attractiveness, IT, personal development, corporate culture, students, communication, semiotics

Place, publisher, year, edition, pages
2017. , 50 p.
Keyword [en]
Identity, Social Identity, Social Media, Consumption, Attractiveness, Communication, Employer Branding
Keyword [sv]
Identitet, social identitet, sociala medier, konsumtion, attraktivitet, Kommunikation, Employer branding
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-133933OAI: oai:DiVA.org:umu-133933DiVA: diva2:1090048
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2017-04-24 Created: 2017-04-21 Last updated: 2017-04-24Bibliographically approved

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6377dac2c264200aa17ece8f6b9e8fbd805d9160f107e638fb994eda5579c2603262194ac8f439c3710623139ee2078d6806342eb5d3345b532ef77afd374424
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf