LINGUIST List 26.2707

Mon Jun 01 2015

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

Editor for this issue: Sara Couture <>

Date: 06-May-2015
From: Chris Humphrey <>
Subject: Recruitment Advertising as an Instrument of Employer Branding: A Linguistic Perspective: Łącka-Badura
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Title: Recruitment Advertising as an Instrument of Employer Branding: A
Linguistic Perspective
Published: 2015
Publisher: Cambridge Scholars Publishing

Book URL:

Author: Jolanta Łącka-Badura
Hardback: ISBN: 9781443876544 Pages: 255 Price: U.K. £ 47.99
Hardback: ISBN: 9781443876544 Pages: 255 Price: U.S. $ 81.99

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 powerful 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:

---------------------------------- Publishing Partner ----------------------------------
Cambridge University Press

----------------------------- Major Supporting Publishers -----------------------------
Akademie Verlag GmbH
Bloomsbury Linguistics (formerly Continuum Linguistics)
Cambridge Scholars Publishing
Cascadilla Press
Classiques Garnier
De Gruyter Mouton
Edinburgh University Press
Elsevier Ltd
Equinox Publishing Ltd
European Language Resources Association (ELRA)
Georgetown University Press
John Benjamins
Lincom GmbH
MIT Press
Multilingual Matters
Narr Francke Attempto Verlag GmbH + Co. KG
Oxford University Press
Palgrave Macmillan
Peter Lang AG
Routledge (Taylor and Francis)
University of Toronto Press

--------------------------- Other Supporting Publishers ---------------------------
Association of Editors of the Journal of Portuguese Linguistics
International Pragmatics Assoc.
Linguistic Association of Finland
Morgan & Claypool Publishers
Netherlands Graduate School of Linguistics / Landelijke (LOT)
Seoul National University
SIL International Publications
Universitat Jaume I
University of Nebraska Press
Utrecht institute of Linguistics

Page Updated: 01-Jun-2015