Professionalizing Marketing: The Public Face Portrayed in Recruitment Advertisements (Профессиональный маркетинг: отображение образа общественности в объявлениях о приеме на работу)
Опубликовано на портале: 10-01-2003
Marketing Intelligence & Planning.
1994.
Vol. 12.
No. 9.
P. 30 - 36.
Тематический раздел:
The content and wording of job advertisements not only is important in attracting
the appropriate candidate, but also provides insights into the professional status
of a particular post and its standing in the organization. Reports on a content analysis
of advertisements for marketing posts and examines key dimensions related to professionalism,
i.e. qualifications, personal attributes or characteristics and experience. In the
second part, uses similar posts drawn from personnel management advertisements as
a basis for comparison. Finds that job advertisements in marketing do not emphasize
aspects associated with professionalism. More specialized areas do tend to be a little
more demanding, but the image of professionalism conveyed in the personnel job advertisements
are much higher. Discusses this difference between the images conveyed by the two
disciplines in terms of competition between the professions.
Ключевые слова
image marketing professional qualification recruitment квалификация персонала профессионал рекруитмент
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