1 Introduction
2 Conceptual Background
2.1 Proposing a Subjective and Process-oriented Perspective on Employer Branding
2.2 Sensemaking as a Theoretical Approach
3 Method
3.1 Study Preparation and Recruitment of Suitable Participants
3.2 Data Collection
3.2.1 Phase 1: Concurrent Verbalization of Making Sense of Employer Brand Material
3.2.2 Phase 2: Retrospective Inquiry of Making Sense of Employer Brand Material
3.3 Data Analysis
Code | Sample Quote |
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1.1 Perceiving cues | |
1.1.1 Perceiving features of Employer Branding (EB) material | {[pokes through the box]} TT3, of course* I know them. They have research projects with us./ {[takes giveaways out of the box]} I prefer this much more. At least there are Post-its that are handy./ < 3> {[looks at a book, takes it out of the box and measures its weight with his hand]} And then there is a book about the < 4> apparently about the founder of the company. If this is really necessary to say something about the company, I don’t know, but it’s the bomb.*/ Yes, that looks really* good,/[…] but anyway, they put a lot of effort into it/ (P43_Luigi) |
1.1.2 Perceiving contents of EB material | {[takes a folder out of the box and looks at the text]} My first impression of the mission statement,/ it does really make you think and wonder, at least for a moment. < 10> {[takes company information material in form of a magazine in hand]} An employee and guest magazine,/ that makes everything a little more tangible for the guests about what is going on in the background./ (P18_Lena) |
1.2 Attributing schemas to perceived cues | |
1.2.1 Drawing on company- and industry-specific schemas | |
1.2.1.1 Industry-related schemas | {[slowly browsing through a magazine; looking at the written and visual content of the first pages]}/ It is nice to see something about civil engineering in the beginning. That is better than cars. {[points at the box of another employer]}/ I prefer tunnel construction. < 17 > I like this sentence/ if I want to work professionally in my area of expertise/ {[reads it out loud]} “Your careers with CE2, your decision to join our community.” Yes, you get a feeling from this brochure that the future is secured at CE2. // (P47_Isaac) |
1.2.1.2 Company-related schemas not linked to one single company | That is founder’s name’s book. < 2> With this, they point out again that it is a family business, and this represents its personality./ We are a family business. You will feel right at home here with us./ There is not just a focus on profits./[…] From the beginning, you just always have a positive impression./ (P38_Claire) |
1.2.1.3 Company-related schemas linked to a particular company | I am going to start with TO2./ < 8> {[poking through the box; takes a company magazine out of the box]} The traditional aspect strikes me right away./ Not just the crest inside the ring; the font is also very traditional./ This is what I would associate with TO2./ It is not a modern hotel but a traditional and luxurious one. […]{[opens a small box containing a memory stick in wooden design]} What is it? {[takes the memory stick out of the box]} Um, okay, a memory stick./ Yes, that is a great idea./ Also, the traditional aspect again, the wood. I think that reflects it pretty well./[…] I believe that actually builds on the traditional, respected hotel image, that that is the crucial reason to work there. (P30_Mary) |
1.2.2 Drawing on company- and industry-nonspecific or general schemas | They are on the pulse of time because they have one of those cloths to clean your smartphone screen, plus a USB stick, plus large images that I really like./ Exactly, letting images speak louder than words./ What I don’t like is that there are models in almost all or most pictures./ In my opinion, this is simply not customary anymore./[…] they introduce the employees. I like that./ It shows how valuable all employees are. < 18> {[intensively studying the material]} This creates the impression that the employee is valuable. (P26_Steve) |
Code | Sample Quote |
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2.1. Emphasizing proposed consistent attributions | <6> {[examines the material closely]} The way I see it from the material, when you work at TO1, you work in a young, dynamic team with a focus on teamwork./[…] Work is more than just work, but it is a place where you can live your hobbies as well./ You can also have fun at work by working out or experiencing so many other things which are offered there./ So many benefits included:/ a gym, an outdoor pool for employees to use./[…] From the benefits that I see here, it seems like a working vacation:/ breakfast buffet with fresh eggs. It actually looks like stuff for guests and not for employees./ Yes, exactly, those images speak volumes. (P3_John) |
2.2 Addressing perceived inconsistencies | |
2.2.1 Highlighting perceived inconsistencies in the EB material | Actually, when I heard of it, I didn’t know that TO2 is a eco hotel. I only learned about this when I got there./ I had a completely different image in mind because of all the famous people who go there and all these parties./ That was my association,/ and what I also don’t get and what doesn’t fit at all is this weird thing here in the spa area./ That really isn’t suitable for an eco-hotel. < 3> (P22_Jack) |
2.2.2 Highlighting perceived inconsistencies between EB material and other information | {[opens the brochure]} When I am looking for a job, and I look at this company name and see the photos and the house and also the welcoming messages and so on, then I would apply right away because it just seems cozy, and it seems like a nice working atmosphere. […]/ However, in my opinion, since I have already been there, < 5 > I probably wouldn’t go there anymore/ < 8> because the working climate amongst service staffers wasn’t* good at all. (P11_Jules) |
2.3 Constructing consistent images | |
2.3.1 Excluding incompatible attributions, highlighting compatible attributions | |
2.3.1.1 Selecting coherent attributions | Seeing the workplaces was an eye-opener. < 2> That’s what they do every single day, and obviously they get a certain pay per hour. < 3> We then also asked {[employee of the company]} if this work wasn’t boring, and he just replied, “No they want it that way, they […] want to do the same thing every day.”/ Ever since then, it has always been a running gag: They want it that way. {[laughs]} And, yes, the company in general, < 2> well, < 2> that’s how it is, < 2> how we kept it in mind.// (P36_Martha) |
2.3.1.2 Adapting and reinterpreting existing incompatible attributions | I am actually negatively biased when it comes to TO2,/ but it still appeals to me./ I find it neat./ You get a good overview about what they do, and it is done nicely with the magazine, and yeah, it does appeal to me, and compared to TO1, it is something where I would say that it has a concept behind it, and everything is done in the same style, and yes, I would rather apply for a job there./ (P24_Robert) |
2.3.1.3 Adding new compatible information and attributions | When you are looking for a job, I believe that with these brochures, they show clearly what they want and what possibilities their employees have./ They also show that new ideas are appreciated. […]// I also have some old schoolmates who did internships there, and I also know some people who work there full-time./ They work for the technical department./ Yes, well, you only hear positive things./ It seems clear that they value their employees highly and that they make sure that they feel comfortable and also have their full support./ (P27_Adrian) |
2.3.2 Embracing inconsistency as a brand feature | Due to me having no prior knowledge about this company and due to the fact that the two handouts have no connection in my opinion–/ Also, the whole material: this looks shiny, and the rest is matte, and that really doesn’t fit together.//[…] Everything looks a little chaotic to me,/ and in some way this gives me the impression that they might also be chaotic as an employer. (P10_Joana) |
Code | Sample Quote |
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3.1 Suspending sensemaking | |
3.1.1 Suspending sensemaking because specific contents are not available in the situation | The prospectus doesn’t really say anything about the workplace because they only introduce their products, but what they really do and what they offer isn’t clear./[…] I don’t really know how they develop their main product. {[moves his right hand quickly across the page and puts the prospectus away]} (P13_Vincent) |
3.1.2 Suspending sensemaking because specific types of information are not available in the situation | It is very difficult to express and describe the company culture in a brochure./ That usually doesn’t work/ {[shakes his head]} because you can’t describe people and their capability to work in teams or not./ Anyone can say that the ability to work in a team is important and so on, but it is such a subjective topic./ (P32_Brad) |
3.1.3 Moving on to the next employer due to individual time constraints | Well, this is {[reads it out loud]} “Apprentice Project 2012.”/ Yes, I have to put this aside because it really doesn’t appeal to me right away./ One probably really needs to sit down and take a moment to read through it in detail./ (P45_Philip) |
3.2 Withdrawing from sensemaking | |
3.2.1 Withdrawing from sensemaking due to a general lack of interest in the employer | Since I don’t spend much time in company location, I am not interested in EE3./ I’d rather dismiss this. (P14_Henk) |
3.2.2 Withdrawing from sensemaking due to frustration | This is ambiguous because I have heard some things./ Someone I know works at CE4, and the thing with the gas stations happened there./ So, I have no clear image. /[…] Um, yes,/ I just–, I can’t say much about this./ {[shakes his head]} (P1_Dean) |
Code | Sample Quote |
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4.1. Framing perceived job and company features in relation to those of other relevant employers | Stressful situations […] I don’t really need that because I don’t want it if I can avoid it./ There are other companies where it’s not like that, where the company takes care of the employees, and that is was I would want. (P41_Bernie) |
4.2 Framing perceived job and company features in relation to schemas | |
4.2.1 Relating perceived job and company features to own identity features | |
4.2.1.1 Relating perceived job and company features to occupational norms and ideals | There are new construction projects that are introduced. / With the help of these projects, one can classify what employers–, in which direction they go–, which focus they have./ It would be interesting if they could–, What is this? Probably, this is all about projects. < 3> Now I wonder how relevant energy-related topics are at CE2./ (P1_Dean) |
4.2.1.2 Relating perceived job and company features to social norms and ideals | I would never apply for a job at TO2 because I don’t like the high-society image./[…] I don’t see myself going this direction in the future./ I’d rather do something like this {[points to TO3]} that is real quality and not all about seeing and being seen. (P31_Victoria) |
4.2.2 Relating perceived job and company features to professional experiences and expectations | |
4.2.2.1 Relating perceived job and company features to work experiences or career paths | The then-manager was unbelievable./ He did an amazing job. He had everything under control.// He wasn’t a boss who just observes and commands./ Those also really exist./ He actually helped and everything. […]// That’s what I can say about TO2. (P11_Jules) |
4.2.2.2 Relating perceived job and company features to work expectations or career plans | There is no consistent line, and that’s not for me./ I need something consistent, something where I know everything fits together and is coherent,/ because otherwise I’d be concerned that if I’d work there, it’d be just as chaotic, and nothing would fit together. (P10_Joana) |