摘要 先前的研究顯示，文化差異會影響觀眾解讀傳播廣告的方式。而谷歌與蘋果兩大公司於徵才廣告中強調僱主品牌的多元化性，並展現了其建立標準化品牌形象以及組織文化的形象需求。本項性質研究透過個案訪談，蒐集來自１４位商業經濟與１４位理工學位背景，總共２８位學生的資料，其中訪談對象又為德、英國籍參半。藉此探究徳、英兩國大學院生對於ＹｏｕＴｕｂｅ上谷歌以及蘋果公司招募影片的觀感差異。參照雇主吸引力量表，研究發現從廣告實際內容至 呈現方式，針對量表的六項維度，兩國學生各展現出了不同的偏好傾向。
關鍵字：雇主、吸引力、廣告、文化、品牌

Previous research has already demonstrated, that cultural differences have an impact on communication and on how an advertisement is understood by the viewer. This qualitative study aimed to explore how Google and Apple´s presentation of employer attractiveness is perceived differently among German and British university students in the case of video advertisements on YouTube. The cases of Google and Apple were chosen, due to their employer branding targeting multi-cultural segments, as well as their need to build a standardized brand image and a strong organizational culture established in the two companies. The data collection method of this study were single interviews. 14 university students from each an academic background related to business and economics, as well as 14 university students from a STEM background, were interviewed for the purpose of this study. Each of these two groups contained seven interviewees with a German background and seven interviewees with a British background. The findings of this study show, that German and British students have different perceptions of employer advertising regarding the presentation of all six dimensions of employer attractiveness. This refers to not only the content of the advert that should be presented for each of the dimension but also how the content, should be presented.
Keywords: employer, attractiveness, advertising, culture, branding

1. RESEARCH QUESTION 1
2. INTRODUCTION 2
3. SCIENTIFIC SIGNIFICANCE OF THE STUDY AND OBJECTIVES 4
4. CRITICAL LITERATURE REVIEW 6
4.1 ADVERTISEMENT AND CULTURE 6
4.2 BERLO’S COMMUNICATION MODEL 7
4.3 RECEIVER NATIONAL BACKGROUND 9
4.4 HOFSTEDE´S DIMENSIONS FOR GERMANY AND THE UK 10
4.5 HIGH CONTEXT VS. LOW CONTEXT 13
4.6 THE EFFECTIVENESS OF COMMUNICATION 15
4.7 EFFECTIVE COMMUNICATION FOR PROFESSIONAL EXCELLENCE 16
4.8 NONVERBAL COMMUNICATION 17
5. RESEARCH CONTEXT 18
5.1 BUSINESS STUDENTS AND STEM STUDENTS 18
5.2 GOOGLE AND APPLE 19
5.3 ADVERTISEMENT FUNCTIONS 21
5.4 EMPLOYER ATTRACTIVENESS 22
5.5 WORK VALUES GENERATION Y AND GENERATION X 23
5.6 AGE IMPACT ON COMMUNICATION 23
5.7 GENDER IMPACT ON COMMUNICATION 24
6. RESEARCH METHODOLOGY AND METHODS 25
6.1 RESEARCH DESIGN 25
6.2 PARTICIPANTS 26
6.3 RESEARCH TECHNIQUES 27
6.4 RESEARCH ETHICS 28
7. DATA ANALYSIS 29
7.1 PARTICIPANTS 29
7.2 SOCIAL FACTORS 30
7.3 MARKET FACTORS 35
7.4 ECONOMIC FACTORS 39
7.5 APPLICATIONAL FACTORS 43
7.6 COOPERATION FACTORS 47
7.7 WORKPLACE ENVIRONMENT FACTORS 51
8. DISCUSSION 56
8.1 SOCIAL FACTORS 56
8.2 MARKET FACTORS 57
8.3 ECONOMIC FACTORS 58
8.4 APPLICATION FACTORS 59
8.5 COOPERATION FACTORS 60
8.6 WORKPLACE ENVIRONMENT FACTORS 62
9. CONCLUSION AND LIMITATIONS 63
10. LIST OF REFERENCE 63
11. APPENDIX 76

Alnıaçık, E. and Alnıaçık, Ü., 2012. Identifying Dimensions of Attractiveness in Employer Branding: Effects of Age, Gender, and Current Employment Status. Procedia - Social and Behavioral Sciences, 58, pp.1336-1343.
Ahmad, I., 2019. Apple, Google, Facebook, Uber: How seven massive companies spend their billions. [online] Digitalinformationworld.com. Available at: https://www.digitalinformationworld.com/2019/09/the-finances-of-7-famous-tech-companies-visualized.html [Accessed 2 Nov. 2019].
Apéria, T., Brønn, P. and Schultz, M., 2004. A Reputation Analysis of the Most Visible Companies in the Scandinavian Countries. Corporate Reputation Review, 7(3), pp.218-230.
Apple, 2012. Apple's employee recruiting video. [online] Youtube.com. Available at: https://www.youtube.com/watch?v=X9SK052cF3c&t=188s [Accessed 1 Jul. 2019].
Apple, 2019. Do what you never thought possible. [online] Apple.com Available at: https://www.apple.com/jobs/us/ [Accessed 15 August 2019].
Argyle, M., 1988. Bodily communication. 2nd ed. London: Methuen.
Backhaus, K. and Tikoo, S., 2004. Conceptualizing and researching employer branding. Career Development International, 9(5), pp.501-517.
Berlo, D., 1966. The Process of Communication. 1st ed New York: Holt, Rinehart and Winston.
Berthon, P., Ewing, M. and Hah, L., 2005. Captivating company: dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), pp.151-172.
Bissessar, C., 2018. An Application of Hofstede’s Cultural Dimension among Female Educational Leaders. Education Sciences, 8(2), p.77.
British Council, 2015. Report: Student perspectives on going international. [online] Britishcouncil.org. Available at: https://www.britishcouncil.org/education/ihe/knowledge-centre/student-mobility/report-student-perspectives-going-international [Accessed 28 Aug. 2019].
Calantone, R., Cavusgil, S. and Zhao, Y., 2002. Learning orientation, firm innovation capability, and firm performance. Industrial Marketing Management, 31(6), pp.515-524.
Cole, G. L. L., Smith, R. and Lucas, L., 2002. The debut of generation y in the american workforce. Journal of Business Administration Online, 1(2), pp. 1-10.
Dahl, S., 2004. Cross-Cultural Advertising Research: What do we know about the influence of culture on advertising? Working Paper: Middlesex University No. 28, London.
David, K., 1979. Where did that rumor come from? Fortune, 13 August, p. 34.
Degeest, S., Keppler, H. and Corthals, P., 2015. The Effect of Age on Listening Effort. Journal of Speech, Language and Hearing Research, 58(5), pp. 1592-1600.
Desjardins, J. L. and Doherty, K. A., 2013. Age-related changes in listening effort for various types of masker noises. Ear and Hearing, 34(3), pp. 261–272.
Donovan, L. A. and MacIntyre, P. D., 2009. Age and sex differences in willingness to communicate, communication apprehension, and self‐perceived competence. Communication research reports, 21(4), pp. 420-427.
Dubinski, A. J. and Hensel, P. J., 1984. Marketing students attitudes toward advertising: Implications for Marketing Education. Journal of Marketing Education, 6(2), pp. 22-26.
Eppler, M. J., 2006. The Concept of Knowledge Communication and Its Relevance to Management. USI Research Note: University of Lugano No 2.2, Lugano.
Ferraro, G., 2006. The cultural dimension of international business. 4th ed. Englewood Cliffs: Prentice Hall.
Fiske, J., 1990. Introduction to Communication Studies. 2nd ed. London: Routledge.
forsa, 2009. Kunden-Motive 2009 [Customer motives 2009], Quickborn: .comdirekt.
Gallois, C. and Callan, V., 1997. Communication and Culture: A guide for practice. 1st ed. Chichester: John Wiley & Sons.
Galloway, S., 2018. The Four. 6th ed. London: Penguin Books, pp.176-217.
Gill, P., Stewart, K. and Chadwick, B., 2008. Methods of data collection in qualitative research: interviews and focus groups. British Dental Journal, 204(6), pp. 291-295.
Google, 2013. Google intern´s first week. [online] Youtube.com Available at: https://www.youtube.com/watch?v=9No-FiEInLA [Accessed 1 Jul. 2019].
Google, 2019. Google Careers. [online] Google.com Available at: https://careers.google.com/jobs/ [Accessed 15 Aug. 2019].
Google, n.d.. Ten things we know to be true. [online] Google.com Available at: https://www.google.com/about/philosophy.html [Accessed 20 Aug. 2019].
Gram, M., 2007. Whiteness and Western Values in Global Advertisements: An Exploratory Study. Journal of Marketing, 13(4), p. 291‐309.
Hall, E., 1974. Handbook for Proxemic Research. 1st ed. Washington, DC: Society for the Anthropology of Visual Communication.
Hall, E., 2000. Context and meaning. in 9th ed. Intercultural Communication: A reader. Belmont, CA: Wadsworth: Porter RE, pp. 34-43.
Hall, E. T., 1976. Beyond Culture. 1st ed. New York: Doubleday.
Heather, 2019. 10 Best Recruitment Videos and Why They’re Great. [online] Harver.com Available at: https://harver.com/blog/best-recruitment-videos/ [Accessed 20 Nov. 2019].
Hickey, L. and Stewart, M., 2005. Politeness in Germany. In: L. Hickey & M. Stewart, eds. Politeness in Europe. Clevedon: Channel View Publications, 2005, pp. 13-28.
Highhouse, S., Brooks, M. and Gregarus, G., 2009. An organizational impression management perspective on the formation of corporate reputations. Journal of Management, 35(6), pp. 1481-1493.
Hofstede Insights, 2019a. Compare Countries: What about Germany? What about the UK?. [online] Hofstede-Insights.com Available at: https://www.hofstede-insights.com/country-comparison/germany,the-uk/
[Accessed 10 Aug. 2019].
Hofstede Insights, 2019b. Country Comparision: What about the USA? [online] Hofstede-Insights.com Available at: https://www.hofstede-insights.com/country-comparison/the-usa/ [Accessed 17 Nov. 2019].
Hooper, G., 2006. Is it working?. Journal of Marketing, 28(1-2), p. 22.
Jinsong, Y., 2012. A Study on the New Model About Culture Marketing Strategy. Contemporary Logistics, 9, pp. 99-102.
Karch, M., 2019. What is the difference between Google and Alphabet? [online] New York Times.com Available at: https://www.nytimes.com/2018/10/25/technology/alphabet-google-quarterly-earnings.html [Accessed 30 Aug. 2019].
Khan, M. A., 2006. Advertising Management Overview. In: M. A. Khan, ed. Consumer Behaviour and Advertising Management. New Delhi: New Age International (P) Limited, Publishers, 2006, pp. 247-258.
Kiersz, A., 2019. From NASA to Apple, here are the 40 employers engineering grads are flocking to. [online] Businessinsider.de
Available at: https://www.businessinsider.de/universum-most-attractive-us-employer-rankings-2019-engineers-2019-5?r=US&IR=T
[Accessed 31 Aug. 2019].
Kittler, M. G., Rygl, D. and Mackinnon, A., 2011. Special Review Article: Beyond culture or beyond control? Reviewing the use of Hall's high-/low-context concept. International Journal of Cross Cultural Management, 11(1), pp. 64-82.
Kowalczyk, S. and Pawlish, M. J., 2002. Corporate Branding through External Perception of Organizational Culture. Corporate Reputations Review, 5(2-3), pp. 159-174.
Lowensohn, J., 2014. Apple's first diversity report shows company to be mostly male, white. [online] The Verge.com Available at: https://www.theverge.com/2014/8/12/5949453/no-surprise-apple-is-very-white-very-male [Accessed 27 Nov. 2019].
Marshall, M., 1996. Sampling for qualitative research. Family Practice, 13(6), pp. 522-526.
Martin, G. and Sinclair, K., 2018. Employer Branding and Corporate Reputation Management in Global Companies. In: D. G. Collings, H. Scullion & P. M. Caligiuri, eds. Global Talent Management. New York: Routledge, 2018, pp. 142-162.
 
McCarty, A., 2004. Product Placement: The Nature of the Practice and Potential Avenues of Inquiry. In: L. J. Shrum, ed. The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion. San Antonio: University of Texas, 2004, pp. 45-60.
McCorkle, D. and Alexander, J., 1991. The effects of advertising education on business students' attitudes toward advertising. Journal of Education Business, 67(2), p. 105.
Meeuwesen, L., van den Brink-Muinen, A. and Hofstede, G., 2009. Can dimensions of national culture predict cross-national differencesin medical communication?. Patient Education and Counseling, 75(1), pp. 58-66.
Milgrom, P. and Roberts, J., 1986. Price and Advertising Signals of Product Quality. Journal of Political Economy, 20(7), pp. 796-821.
Moon, B., 2018. 10 Apple Products That Changed Everything (And 10 That Didn’t). [online] Kiplinger.com Available at: https://www.kiplinger.com/slideshow/investing/T057-S001-10-apple-products-changed-everything-10-that-didnt/index.html
[Accessed 15 Sept. 2019].
Moore, R., 2017. The billion-dollar palaces of Apple, Facebook and Google. [online] the Guardian. Available at: https://www.theguardian.com/artanddesign/2017/jul/23/inside-billion-dollar-palaces-of-tech-giants-facebook-apple-google-london-california-wealth-power [Accessed 12 Oct. 2019].
Moos, B., 2008. Communication Skills for Health and Social Care. 1st ed. London: Sage.
Morrison, T., 2006. Kiss Bow or Shake Hands 2nd Edition: The Bestselling Guide to Doing Business in More Than 60 Countries. 2 ed. Holbrook: Bob Adams.
Mortenson, S. T., 2002. Sex, communicating values, and cultural values: Individualism-collectivism as a mediator of sex differences in communication values in two cultures. Communication Reports, 15(1), pp. 57-70.
Nam, K. A., 2015. High-context and low-context communication. In: 1st, ed. The SAGE Encyclopedia of Intercultural Competence. Thousand Oaks: The SAGE Encyclopedia of Intercultural Competence, 2015, pp. 377-381.
Ng, E. S., Schweitzer, L. and Lyons, S. T., 2010. New Generation, Great Expectations: A Field Study of the Millennial Generation. Journal of Business and Psychology, 25(2), pp. 281-292.
Nollen, P., 1984. Non-verbal communication and maritial interaction. 1st ed. Elmsford: Pergamon.
Reilly, P., 2015. Managing across borders and cultures. Strategic HR Review, 14(1/2), pp. 36-41.
Rivas, T., 2017. Ranking The Big Four Tech Stocks: Google Is No. 1, Apple Comes In Last: Barron´s. [online] Barrons.com
Available at: https://www.barrons.com/articles/ranking-the-big-four-internet-stocks-google-is-no-1-apple-comes-in-last-1503412102
[Accessed 20 Sept. 2019].
Robson, C., 2011. Real World Research. 3rd ed. New York City: John Wiley & Sons.
Saunders, L., Lewis, P. and Thornhill, A., 2012. Selecting samples. In: 6th, ed. Research Methods for Business Students. London: Pearson Education, 2012, p. 283.
Scherer, K., 1979. Social markers in speech. In: K. R. Scherer & H. Giles, eds. Personality markers in speech. Cambridge: Cambridge University Press, 1979, pp. 147-209.
Schneider, B., 1997. Psychoacoustics and aging: Implications for everyday listening. Journal of Speech-Language Pathology and Audiology, 21(2), pp. 111-124.
Schonfeld, E., 2011. Eric´s Schmidt´s Gang of Four: Google, Apple, Amazon and Facebook: TechCrunch. [online] Techcrunch.com Available at: https://techcrunch.com/2011/05/31/schmidt-gang-four-google-apple-amazon-facebook/ [Accessed 30 Sept. 2019].
Showry, M. and Manasa, K., 2012. Effective Communication for Professional Excellence. IUP Journal of Soft Skills, 6(1), pp. 38-46.
Skidmore, S. T., Slate, J. R. and Onwuegbuzie, A. J., 2010. Developing Effective Presentation Skills: Evidence-Based Guidelines. Research in the schools, 17(2), pp. 25-37.
Smola, K. and Sutton, C., 2002. Generational differences: Revisiting generational work values for the new millennium. Journal of Organizational Behavior, 23(4), pp. 363-382.
Srivastava, R. K., 2010. Effectiveness of global advertisement on culture of India: an emerging market. International Journal of Emerging Markets, 5(1), pp. 102-113.
Statistisches Bundesamt, 2018. Deutsche Studierende im Ausland [German students abroad], Wiesbaden: Statistisches Bundesamt.
Steiker, A. and Alänge, S., 2013. A corporate system for continuous innovation: the case of Google Inc.. European Journal of Innovation Management, 16(2), pp. 243-264.
Tasnim, M., 2018. An Organizational Analysis on Apple. European Journal of Business and Management, 10(11), pp. 35-40.
Taylor, C. R. and Okazaki, S., 2015. Do Global Brands Use Similar Executional Styles Across Cultures? A Comparison of U.S. and Japanese Television Advertising. Journal of Advertising, 44(3), pp. 276-288.
Taylor, S. J. and Bogdan, R., 1998. Introduction to qualitative research methods. 3rd ed. New York City: Wiley.
Tenenbaum, H. R., Ford, S. and Alkhedairy, B., 2011. Telling stories: Gender differences in peers’ emotion talk and communication style. British Journal of Developmental Psychology, 29(4), pp. 707-721.
Thompson, N., 2011. Speech and conversation. In: N. Thompson, ed. Effective Communication: A guide for the people professions. 2nd ed. London: Palgrave Macmillan, 2011. pp. 86-109.
Todorova, G., 2015. Marketing Communication Mix. Trakia Journal of Sciences, 13, pp. 368-374.
Trenzer, A. and Chalmers, H., 2017. When Trust Falls Down, London: Ipsos Connect, Trinity Mirror Solutions.
Universum, 2019a. United Kingdom 2019: Universum. [online] Universumglobal.com Available at: https://universumglobal.com/rankings/united-kingdom/ [Accessed 1 Jul. 2019].
Universum, 2019b. Germany 2019: Universum. [online] Universumglobal.com
Available at: https://universumglobal.com/rankings/germany/
[Accessed 1 Jul. 2019].
Ven, S. and Gopalakrishna, P., 1991. Can Advertising be Standardized Among Similar Countries? A Cluster-Based Analysis. International Journal of Advertising, 10(2), pp. 137-149.
von Hippel, C., Wiryakusuma, C., Bowden, J. and Shochet, M., 2011. Stereotype Threat and Female Communication Styles. Personality and Social Psychology Bulletin, 37(10), pp.1312-1324.
Wakabayashi, D., 2018. Alphabet Shrugs Off Bad News With Big Quarter: The New York Times. [online] New York Times.com Available at: https://www.nytimes.com/2018/10/25/technology/alphabet-google-quarterly-earnings.html [Accessed 30 Sept. 2019].
Wiant, C., 1999. Are you listening to your employees?. Journal of Environmental Health, 62(3), pp. 51-52.
Yin, R., 2013. Case study research: Design and Methods. 5th ed. Thousand Oaks: Sage.
Zulfiqar, S. et al., 2019 . An Examination of Corporate Social Responsibility. sustainability, 11(13), pp. 1-15