| Abstract [eng] |
The aim of this Master‘s Thesis is to analyze how storytelling as a communicartion strategy shapes the image of Lithuanian food retail sector organizations as employers on official websites. The first part of the thesis presents an analysis of scientific literature, which reveals the definition of storytelling, the elements that make up stortytelling, and analyzes the theoretical aspects of the role of storytelling as a communication strategy for employer image. It also analyzes the definition of employer image and the elements that make up employer image. The second part of the work is an empirical study that uses qualitative content analysis to analyze which elements of storytelling and employer image are used in publicly available employee stories on the official websites of Lithuanian food retail companies. The results of the study revealed that the stories told by company employees use the elements of storytelling analyzed in the theoretical part of the study and the functional and symbolic elements of employer image. The results of the study also revealed that the selected companies tend to use symbolic components of employer image more often. This shows that in the selected companies, the employer‘s image is shaped more by the values and intangible meanings experienced by employees and conveyed in their personal stories. The combination of functional and symbolic elements of employer image in storytelling turns them into a communication strategy that shapes the employer‘s image based on the employee‘s emotions and personal experience. |
