Kreativ reklam attraherar och rekryterar
This paper supports the thesis that creative consumer advertising also can be used as a recruitment tool. By increasing the level of creativity used in their communication, a company can affect the attractiveness of themselves as future employers. The creative advertising influences the brands perceived creativity. It also increases the perceived social, development- and reputational value as well as the future intentions with the brand. By being more creative the brand is also viewed as making more marketing effort, which in turn affects the perceived potential of the brand in a positive way. These positive aspects combined give an impression of the brand as an attractive future employer. The paper also starts to investigate if different personalities are drawn to creative advertising more or less. The study concludes that there indeed are significant differences between how different groups of people are affected by creativity in advertising. For the human resource-department (HR) this information can be valuable when recruiting. Advertising becomes more than just a way to promote the brand; it becomes a new dimension for communicating what the company can offer its employees. Recruiting the right people is determined by the sample of people that applies. As a positive effect of creative consumer marketing effort, the company can affect both the amount and the type of people drawn to the workplace. People with no previous contact with the brand can see the advertisements and feel drawn to the brand as a potential employer. This is a valuable insight, since advertising material is more or less controlled by the company itself. It is also valuable to remember that it might not be possible to separate the communication for consumers and employees, the same advertising affect both groups. Market communication and advertising has an important task for the company as a whole. Instead of using it only to increase sales, it affects more departments of the organisation. A creative advertisement could be an important tool for recruiting talent and affect the sample of people drawn to the company. The employees being the company's most important resource, the people creating the communication should bear in mind how an advertising-campaign also affects the work of for example the HR-department.