Abstract
This article analyses talent attraction and recruitment processes considering the theory of convergence culture and its concepts of participatory culture, collective intelligence and transmedia storytelling. The aim is to understand the potential of transmedia storytelling in the recruitment process, in line with the technological and social changes of the world. A more detailed example of a Heineken campaign using transmedia storytelling is described, exploring how it could be seen as a way of attracting candidates and promoting the image of the company as an employer. We conclude that transmedia storytelling allows organizations to get closer to their target audiences by employing a synergetic process susceptible to influence the image of organizations and the way candidates interact and share information about organizations, choosing their level of involvement.
Highlights
People tell stories to amuse, convince or explain something (Pratten 2011)
This article intends to analyse the processes of talent attraction and acquisition in light of the theory of convergence culture, starting from the concepts of participatory culture, collective intelligence and transmedia storytelling by Henry Jenkins
Afterwards we analyse transmedia storytelling as a recruitment tool, supporting it with a framework of the technological and social changes involved in the recruitment
Summary
People tell stories to amuse, convince or explain something (Pratten 2011). The interpretations of the world are not based on chance or random facts, they are rather stories told to connect the dots and give meaning to isolated events. Companies seek to voice a wide range of ideas, products, services, belief systems, skills, community expression and individual value in a single employer branding strategy (Pratten 2011). They do this by creating stories that can be developed, shared and modified on several digital platforms. Transmedia Storytelling as a Potential Employer Branding Strategy: Participatory Culture and Recruitment Filipa Roxo By making their recruitment process interactive, invoking responses and reactions from candidates, companies reveal their narrative as they approach the values, ambitions, and aspirations of candidates. Companies give candidates essential clues and experiences to make career and professional development choices
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
