Literaturnachweis - Detailanzeige
| Autor/inn/en | Zelnio, David; Luethke, Tiffani |
|---|---|
| Titel | The Power of Vocational Branding in Shaping Career Pathways: A Descriptive Qualitative Study |
| Quelle | In: Journal of Ethnographic & Qualitative Research, 17 (2023) 2, S.162-178 (17 Seiten)
PDF als Volltext |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 1935-3308 |
| Schlagwörter | Marketing; Advertising; Career Pathways; Career Awareness; Occupations; Vocational Interests; Foreign Countries; Administrators; Consultants; Recruitment; Audience Awareness; Stereotypes; Netherlands; Australia; United States |
| Abstract | In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a specific vocation or career. We interviewed 23 participants who provided vocational and branding expertise from a range of industries and professional roles. Thematic analysis revealed nine emergent themes, including (1) branding mindset, (2) competition versus cooperation, (3) understanding audiences, (4) messaging advocates, (5) advocates as "those who are in it," (6) vocational stereotype challenges (7) branding activities, (8) conflicting marketing goals, and (9) lack of formal branding. Additionally, using themes and concepts gleaned from interviews and literature, we propose the vocational branding model, in which we describe three distinct stages: (1) defining the brand, (2) developing advocates, and (3) engaging in brand-building activities. (As Provided). |
| Anmerkungen | Cedarville University. 251 North Main Street, Cedarville, OH 45314. Tel: 937-760-9484; Fax: 937-766-7971; e-mail: jeqr@comcast.net; Web site: http://www.jeqr.org/ |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2024/1/01 |
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