Communicating Leadership: A Discourse Analytical Perspective on the Job Advertisement

Abstract

This article explores the complex relationship between recruitment needs (whom to recruit) and recruitment communications (what message to communicate—and with what effect) in a Danish bank. It reports in part a large research project investigating a gender and career program launched by the human resource department in a Danish, medium-sized bank chain (referred to as “the Bank”). Using the Bank’s main written recruitment genre (the bank manager job ad) as a case in point, and including the results of two semistructured focus group interviews, this study reveals interesting insights into organizational recruitment tactics and provides an argument for the need to explore the relationship between recruitment needs, textual choices, gender, and career advancement.

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