Branding McJobs

The Art of Symbolic Compensation

Claus Noppeney, Nada Endrissat, Dan Kärreman

    Research output: Contribution to conferencePaperResearchpeer-review

    Abstract

    Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees receive from the organization. Symbolic compensation refers to the grocery store’s ability to divert attention from the McJob reality by providing symbolic value that is central to employees’ identity construction. We discuss our findings and outline their implications for a critical understanding of employer branding.
    Original languageEnglish
    Publication date2014
    Publication statusPublished - 2014
    EventThe Academy of Management Annual Meeting 2014: The Power of Words - Philadelphia, United States
    Duration: 1 Aug 20145 Aug 2014
    Conference number: 74
    http://aom.org/annualmeeting/

    Conference

    ConferenceThe Academy of Management Annual Meeting 2014
    Number74
    CountryUnited States
    CityPhiladelphia
    Period01/08/201405/08/2014
    Internet address

    Bibliographical note

    CBS Library does not have access to the material

    Cite this

    Noppeney, C., Endrissat, N., & Kärreman, D. (2014). Branding McJobs: The Art of Symbolic Compensation. Paper presented at The Academy of Management Annual Meeting 2014, Philadelphia, United States.
    Noppeney, Claus ; Endrissat, Nada ; Kärreman, Dan. / Branding McJobs : The Art of Symbolic Compensation. Paper presented at The Academy of Management Annual Meeting 2014, Philadelphia, United States.
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    abstract = "Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees receive from the organization. Symbolic compensation refers to the grocery store’s ability to divert attention from the McJob reality by providing symbolic value that is central to employees’ identity construction. We discuss our findings and outline their implications for a critical understanding of employer branding.",
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    author = "Claus Noppeney and Nada Endrissat and Dan K{\"a}rreman",
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    Noppeney, C, Endrissat, N & Kärreman, D 2014, 'Branding McJobs: The Art of Symbolic Compensation' Paper presented at, Philadelphia, United States, 01/08/2014 - 05/08/2014, .

    Branding McJobs : The Art of Symbolic Compensation. / Noppeney, Claus; Endrissat, Nada; Kärreman, Dan.

    2014. Paper presented at The Academy of Management Annual Meeting 2014, Philadelphia, United States.

    Research output: Contribution to conferencePaperResearchpeer-review

    TY - CONF

    T1 - Branding McJobs

    T2 - The Art of Symbolic Compensation

    AU - Noppeney, Claus

    AU - Endrissat, Nada

    AU - Kärreman, Dan

    N1 - CBS Library does not have access to the material

    PY - 2014

    Y1 - 2014

    N2 - Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees receive from the organization. Symbolic compensation refers to the grocery store’s ability to divert attention from the McJob reality by providing symbolic value that is central to employees’ identity construction. We discuss our findings and outline their implications for a critical understanding of employer branding.

    AB - Traditionally, employer branding has been considered relevant for knowledge intensive firms that compete in a ‘war for talent’. However, the continuous rise in service sector jobs and the negative image of these so-called McJobs has motivated a trend in rebranding service work. Building on critical oriented branding literature, our contribution to this stream of research is twofold: We provide an empirical account of employer branding of a grocery chain, which has repeatedly been voted among the ‘100 best companies to work for’. Second, we outline the role of symbolic compensation that employees receive from the organization. Symbolic compensation refers to the grocery store’s ability to divert attention from the McJob reality by providing symbolic value that is central to employees’ identity construction. We discuss our findings and outline their implications for a critical understanding of employer branding.

    KW - Branding

    KW - Identity

    KW - Service work

    M3 - Paper

    ER -

    Noppeney C, Endrissat N, Kärreman D. Branding McJobs: The Art of Symbolic Compensation. 2014. Paper presented at The Academy of Management Annual Meeting 2014, Philadelphia, United States.