A multimodal approach to employer branding at Apple and HubSpot.

      Аннотация: The labour market of today is strongly influenced by the competition for human capital and it has become increasingly important for companies to stand out from their competitors as the issue of talent supply and demand has accelerated during the low rate of unemployment in the last decade. Today's media landscape provides companies with a variation of tools for branding and communication to attract potential candidates. Therefore, there has been a transformation in how companies communicate with prospective candidates from traditional job advertisements to an adaption of a multimodal approach in their recruitment strategy. With point of departure in employer branding, this book investigates how Apple and Hubspot brand themselves through their employer branding videos and on their webpages in order to stand out and retain their position in the market. More specifically, this research has an interdisciplinary structure by analyzing the multimodal choices and the persuasive strategies through the lenses of critical discourse analysis and employer branding in order to discuss the tendencies within these companies. This book addresses everyone with an interest in employer branding.

Ключевые слова: Critical Discourse Analysis, discourse analysis, Employer Branding, Metafunctions, multimodality, Employer Brand Associations, Employer Branding Attributes