=?utf-8?Q?26.2707, _Books:_Recruitment_Advertising_as_an_Instrument_o?= f Employer Branding: A Linguistic Perspective: Łącka-Badura

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LINGUIST List: Vol-26-2707. Mon Jun 01 2015. ISSN: 1069 - 4875.

Subject: 26.2707, Books: Recruitment Advertising as an Instrument of Employer Branding: A Linguistic Perspective: Łącka-Badura

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Date: Mon, 01 Jun 2015 14:55:05
From: Chris Humphrey [chumphrey at c-s-p.org]
Subject: Recruitment Advertising as an Instrument of Employer Branding: A Linguistic Perspective: Łącka-Badura

 


Title: Recruitment Advertising as an Instrument of Employer Branding: A
Linguistic Perspective 
Publication Year: 2015 
Publisher: Cambridge Scholars Publishing
	   http://www.cambridgescholars.com/
	

Book URL: http://www.cambridgescholars.com/recruitment-advertising-as-an-instrument-of-employer-branding 


Author: Jolanta Łącka-Badura

Hardback: ISBN:  9781443876544 Pages: 255 Price: U.K. £ 47.99
Hardback: ISBN:  9781443876544 Pages: 255 Price: U.S. $ 81.99


Abstract:

The book offers a linguistic analysis of job advertising as an instrument of employer branding, investigating how the creation of the employer brand and the projection of employee value proposition are realised linguistically in a corpus of online job advertisements. The study is methodologically grounded in the current approaches to discourse analysis and business/organisational communication, as it is broadly understood, with particular emphasis on genre and register analysis, the language of persuasion and evaluation, as well as the language of (organisational) values.

The analysis conducted in the book demonstrates that job advertisements constitute a distinct promotional business genre, a member of the system of genres applied in the job search context, increasingly resembling multi-modal marketing-type ads. The rhetorical structure of online recruitment advertisements confirms the initial hypothesis that job ads contribute to the projection and reinforcement of employer brands. The register of recruitment ads clearly harmonises with the employer branding function of the genre: extremely positive, encompassing a wide range of persuasive strategies, as well as lexico-grammatical choices contributing to the creation of employer brands, job advertising may justifiably be classified as a “paradigm case” of persuasion. With employer branding being deeply rooted in the values emanating from an organisation, the use of linguistic structures communicating or implying the system of attributes and values declared by the employing organisations is a pow
 erful employer branding strategy, widely reflected in the corpus. 

Taking into account the interdisciplinary character of the analysis, the book will be of interest not only to linguists and business communication scholars, but also to human resource management and public relations researchers and practitioners. 



Linguistic Field(s): Discourse Analysis
                     General Linguistics
                     Text/Corpus Linguistics


Written In: English  (eng)

See this book announcement on our website: 
http://linguistlist.org/pubs/books/get-book.cfm?BookID=85353

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