טכניון מכון טכנולוגי לישראל
הטכניון מכון טכנולוגי לישראל - בית הספר ללימודי מוסמכים  
M.Sc Thesis
M.Sc StudentGoldhammer Galit
SubjectOrganizational Culture and Values in the Firm's Recruiting
Related Communication Releases (Want Ads)
DepartmentDepartment of Architecture and Town Planning
Supervisor Mr. Daniel Shoshan
Full Thesis text - in Hebrew Full thesis text - Hebrew Version


Abstract

Constantly changing technology has a key role in shaping the communication between people and their grasp of reality around them.

The advancement of management theories and the development of the science of psychology brought the knowledge that the employee commitment to the organization is binding the organization interest to get high level of productivity with the employee self interest to achieve personal development and sense of fulfillment.

The companies have learned that the same level of resources that are put in the marketing of the products should be put in marketing of the company as an employer of choice.

This paper is dealing with the question how the values and vision of the commercial company are expressed in the communication channels it keeps with its potential hiring population, particularly,  what are the visual elements that are being used in order to convey the values and vision.

Research hypotheses:

  • Companies are using the want ads to convey verbal and visual messages in order to express constant set of values which are defined by the company as its core values.
  • The design of the want ads can change periodically, but the main message will stay aligned with the constant core values that were defined by a company.
  • The want ads are being used as a tool of transferring information, by using visual elements such as pictures, words and colors which affects the emotions and decision making process of the "consumer"- the potential employee.

The research was a case study of Intel Corporation. A series of core values of the company was identified. An analysis of the visual and verbal elements in different want ads of the company from different campaigns was done.

A survey was presented to a sample of 60, to investigate whether or not the values that were expressed in the ads, changed between the ads, and did the design of the ad convey the values of the companies. 

The results show that although the design of the ads is changing when the campaign is changing, the message of the company values stay in close alignment with the company permanent core values and vision. It is safe to say that the company's established set of values impact significantly the design of the company ads. It is evident that the design of the ads is affecting the viewers’ emotions and hence impacting their decision making process.