Appendices
Appendix 1. Fortune’s list of the 100 best places to work
http://money.cnn.com/magazines/fortune/best-companies/2012/full_list/
Top 100
Rank ▾
Company
Job growthU.S. employees
1
Google
33%
18,500
2
Boston Consulting Group
10%
1,958
3
SAS Institute
8%
6,046
4
Wegmans Food Markets
5%
41,717
5
Edward Jones
1%
36,937
6
NetApp
30%
6,887
7
Camden Property Trust
-2%
1,678
8
Recreational Equipment (REI)
12%
10,466
9
CHG Healthcare Services
17%
1,312
10
Quicken Loans
20%
3,808
11
Zappos.com
70%
3,003
12
Mercedes-Benz USA
2%
1,680
13
DPR Construction
18%
1,265
14
DreamWorks Animation
8%
2,151
15
NuStar Energy
6%
1,512
16
Kimpton Hotels & Restaurants
4%
6,996
17
JM Family Enterprises
-1%
3,685
18
Chesapeake Energy
23%
10,502
19
Intuit
9%
7,102
20
USAA
7%
23,211
21
Robert W. Baird
5%
2,509
22
The Container Store
11%
3,495
23
Qualcomm
6%
13,353
24
Alston & Bird
3%
1,645
25
Ultimate Software
15%
1,209
26
Burns & McDonnell
5%
3,165
27
Salesforce.com
39%
3,802
28
Devon Energy
-6%
3,286
29
PCL Construction
-5%
1,262
30
Bingham McCutchen
-7%
1,489
31
Scottrade
9%
3,139
32
Whole Foods Market
6%
60,213
33
Goldman Sachs
N.A.
N.A.
34
Nugget Market
8%
1,135
35
Millennium: The Takeda Oncology Co.3%
1,311
36
Southern Ohio Medical Center
18%
2,276
37
Plante Moran
1%
1,476
38
W. L. Gore & Associates
2%
5,852
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
St. Jude Children's Research Hospital
SVB Financial Group
Adobe
Baptist Health South Florida
Novo Nordisk
Balfour Beatty Construction
National Instruments
Intel
American Fidelity Assurance
PricewaterhouseCoopers
Children's Healthcare of Atlanta
World Wide Technology
Allianz Life Insurance
Autodesk
Methodist Hospital
Baker Donelson
Men's Wearhouse
Scripps Health
Marriott International
Perkins Coie
Ernst & Young
American Express
Nordstrom
Build-A-Bear Workshop
General Mills
TDIndustries
Atlantic Health
QuikTrip
Deloitte
Genentech
Umpqua Bank
Teach For America
Mayo Clinic
EOG Resources
Starbucks
Rackspace Hosting
FactSet Research Systems
Microsoft
Aflac
Publix Super Markets
Mattel
Stryker
SRC
Hasbro
Bright Horizons Family Solutions
Booz Allen Hamilton
Four Seasons Hotels & Resorts
Hitachi Data Systems
Student number: 283572
1%
9%
11%
10%
N.A.
-2%
7%
4%
0%
9%
-1%
23%
2%
5%
8%
3%
2%
2%
3%
7%
6%
4%
6%
0%
1%
9%
-2%
3%
7%
1%
5%
14%
3%
13%
3%
37%
22%
-4%
-4%
1%
-4%
24%
7%
3%
5%
7%
6%
7%
3,580
1,349
5,296
13,302
3,961
2,041
2,708
44,209
1,490
30,569
6,616
1,470
1,711
2,798
12,152
1,142
14,784
12,006
108,939
1,820
24,347
27,235
52,431
3,564
16,939
1,554
7,255
11,615
41,125
11,592
2,244
1,469
41,949
2,063
109,477
3,027
1,663
53,410
4,242
147,760
5,178
10,368
1,153
3,129
14,343
24,819
12,439
2,200
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Anja Dalsgaard Nielsen
87
88
89
90
91
92
93
94
95
96
97
98
99
100
The Everett Clinic
OhioHealth
Morningstar
Cisco
CarMax
Accenture
GoDaddy.com
KPMG
Navy Federal Credit Union
Meridian Health
Schweitzer Engineering Labs
Capital One
Darden Restaurants
Intercontinental Hotels Group
Student number: 283572
4%
4%
8%
7%
16%
9%
25%
5%
8%
27%
27%
7%
12%
-2%
2,001
12,924
1,364
34,847
15,565
34,000
3,274
20,823
7,745
9,333
1,992
27,912
169,516
14,508
Appendix 2. Schenck-Hamlin & Wiseman’s taxonomy of persuasion strategies
From: Schenck-Hamlin & Wiseman, 1981: 257-258.
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Appendix 3. List of empirical data
1) Qualcomm
Corporate website: http://www.qualcomm.com/careers/profiles (“MIKE: Program Director,
Qualcomm Labs”). 1.39
Facebook page: http://www.facebook.com/photo.php?v=10150558931991198 (Meet Justin Qualcomm Software Engineer, Multimedia). 1.45
2) Scottrade
Corporate website: http://careers.scottrade.com/working-at-scottrade/headquarters.html (A day
in the life at headquarters). 2.29
Facebook page: http://www.facebook.com/photo.php?v=71855997934 (Ideas are important).
1.05
3) General Mills
Corporate website: http://www.youtube.com/watch?v=uSf2QTtn8G0&feature=youtu.be (1.58)
Facebook: http://www.facebook.com/photo.php?v=113400355393899 (1.33)
4) Marriott International
Corporate website: http://www.marriott.com/careers/employee-profile-dacius.mi (dacius’
journey). 1.07.
Facebook page: http://www.youtube.com/watch?v=mFMSmcM2QeA
”MARRIOTT EMPLOYEE BRANDING.mp4 ” (1.15)
5) Ernst & Young
Corporate website: http://www.ey.com/AU/en/About-us/Our-people-and-culture (“Video: Our
diverse culture”. 2.25
Facebook:
http://www.facebook.com/photo.php?v=104621396255748&set=vb.111442848903679&type=2&
theater 1.53
6) Genentech
Corporate website: http://www.gene.com/gene/careers/video_interviews.html (video # 1 -Find
out from employees why Genentech makes so many to employer lists.) 1.03.
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Anja Dalsgaard Nielsen
Student number: 283572
Facebook: http://www.gene.com/gene/careers/video_interviews.html (Video # 3 - Find out how
working here can give you a competitive edge in your career). 2.13.
7) Bright Horizons Family Solutions
Corporate website: http://www.brighthorizons.com/careers/careers.aspx (2.49).
Facebook: http://www.facebook.com/photo.php?v=593501805478 (1.52)
8) FactSet Research Systems
Corporate website: http://www.factset.com/careers (2.01)
Facebook: http://www.facebook.com/photo.php?v=315711271780813
(5. December 2011. 3.34) “
9) Google
Corporate website: http://www.google.com/about/jobs/lifeatgoogle/women-in-leadership.html
(3.34)
Facebook: http://www.youtube.com/watch?v=aOZhbOhEunY&feature=relmfu (2.17)
10) Quicken Loans
Corporate website: http://quickenloanscareers.com/ (1.07)
Facebook: same video
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Student number: 283572
Appendix 4. Abbreviations and tags used in the transcriptions
 Personal Reward
Reward: Pers
 Credibility – Goodwill
 Professional Reward
Reward: Prof
 Explanation – Reference to a value
Ref. value
system
 Esteem
Esteem
 Guilt
Guilt
 Allurement
Allurement
 Conformity
 Explanation
–
empirical evidence
 Altruism
Inference
from
Ref. evidence
Altruism
Conformity
 Conformity triggered by 10 or more
interviewees
Conformity: multiple
interviewees
 Contrast
Contrast
 Similarity
Similarity
 Similarity triggered by 3 or more
different ethnicities displayed
Similarity: multiple
ethnicities
 Ingratiation
Ingratiation
 Threat
Threat
 Authority
Authority
 Direct Request
Direct
 Credibility – Expertise
Expertise
Goodwill
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Appendix 5. Empirical data transcriptions
1A. Qualcomm website
“MIKE: Program Director, Qualcomm Labs” (1.39)
shot
1
Speech
[music]
Crisp, clean cut tones of a keyboard. The instrumental piece
plays throughout the video but only as background music
when people are talking.
2
3
Exp. + Auth.
4
Mike (White male in his 40s): “There’s no question that
wireless immobility and being able to be connected to
the broader world, it just represents a huge opportunity
right now.
My name is Mike and I’m a senior director at Qualcomm
and I’d like to think of myself as a corporate
entrepreneur within Qualcomm labs.
Pictures
Qualcomm logo appears on a
twinkling background of purple
and golden colours.
A man is sitting in his modern
office, working on two cell
phones.
Momentarily change in camera
style: old fashion and flimmering.
Close up of Mike with his name
and position written besides his
face.
Qualcomm is really just a super exciting, innovative place The camera moves over an office
environment where people of
to be and there’s kind of a.. eh.. I’d call it a quiet
multiple ethnicities work on high
confidence here about everything it is that we do.
tech computers.
5
Conformity
6
Similarity
Everyday there’s a new opportunity to go out and put
forth an idea or work with smart people about ways to
innovate in ways that haven’t even been contemplated
before.
Pictures from a testing facility
where a cell phone is strapped
onto a dummy.
There’s all kinds of great ideas that come from a
company this large and those ideas can really come from
anywhere.
The camera is outside the
building, filming the company
logo in front of a clear sky and a
shining sun. A tree is in the
background with bright green
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Student number: 283572
leaves.
Mike is in his office with a huge
window and view in the
background. He is talking to a
person next to the camera and
almost has eye contact with the
viewer.
7
If there’s really something that might be special there
and when you put together a business plan around it and
it comes into Qualcomm lab, it’s in a place where we can
actually create the product and take it to the market
place.
8
Basketball fuels my energy, my exercise, my competitive
nature, and it really is a great outlet for that.
What’s really interesting here is that the company does
understand that the employees do have lives and
families.
Mike plays basketball in an
outside yard with a young boy.
Mike scores.
There are a lot of really talented and smart people here.
And the company needs people with that innovative,
entrepreneurial spirit to run with these new ideas. We’re
entering, really, a golden era of wireless and it just looks
like such an exciting future and such a great road ahead
for this company”.
Mike is in his office again,
speaking to the person next to
the camera.
Pictures of Mike working on his
cell phone again as in the opening
scene.
Ref. value
9
Conformity
Altruism
Mike is standing in his office and
looks directly into the camera,
smiling.
10
Direct
[Music becomes louder]
[written: Hear from other employees at
Qualcomm.com/careers]
Qualcomm logo appears on a
twinkling background of purple
and golden colours.
1B. Qualcomm Facebook
“Meet Justin – Qualcomm Software Engineer, Multimedia” (1.45)
Shot
Speech
Pictures
Qualcomm logo appears on a
twinkling background of purple
and golden colours.
1
[Swaying music]
2
Justin (Asian male in his 20s): “It’s exhilarating being Justin is in a testing facility.
on the front end of technology rather than dragging A computer arm holds an
behind.
unfinished cell phone to the
ear of a dummy.
3
My name is Justin and I’m an engineer at Qualcomm. Momentarily change in camera
I’m from the University of Illinois where I studied style:
old
fashion
and
Expertise
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computer science, and I’m on the APT multimedia
team. Our team does stuff like camera testing, camcorder testing, display testing, 3D graphics and it’s
really cool.
From day one I was expected to pick up a new
language. It was something that I had sort of seen
before in school but it wasn’t something that we had
heavily focused on. It’s a matter of taking all of the
principles that you’ve learned from previous coding
projects and other languages that you’ve worked with
and apply them to a new language and anew project.
4
Reward: Prof
5
Reward: Pers
Reward: Pers
6
Ref. value
Esteem
UTQ is great. Eh, it stands for “University to
Qualcomm”. So there’s a group specifically for that
transition between university and Qualcomm.
Student number: 283572
flimmering. No colours.
Close up of Justin with his
name and position written on
the screen.
Justin has eye contact with the
camera, standing in the testing
facility, smiling.
Justin works on a computer
with a co-worker, talking and
smiling.
Images flash by, matching the
beat of the music.
Justin is sitting in the testing
facility, talking to a person next
to the camera.
Pictures of computer screens
and Justin wearing head
phones.
More shots of Justin smiling at
the camera.
Justin speaking to the person
next to the camera.
There’s a Q-life and, you know, they put on Q-SOL
which is “Qualcomm Summer On the Line”, and they
get all these vendors from all across San Diego and
Qualcomm bands. So these are bands made up of
employees and, you know, they kind of get to
showcase them on this three or four times-a-year
event.
Justin is sitting on the grass
with co-workers outside the
facility. Blue sky, the sun is
shining.
Hundred
employees
are
walking around outside, eating
and talking in camping chairs.
Tents are put up outside.
Booths with retail goods and a
band is playing.
People talk about the people here, you know, and it’s
all about the culture here and it really is. No one was
giving me a hard time ‘cause I’m the new guy. All of
them were helpful in figuring out how to transform my
skills into something that is actually tangible and that
will help them.
When you see, you know, the next 4GLTE phone or, you
know, whatever is next, you know, I worked on that
and that’s really cool”.
Justin is working in the testing
facility with the dummy. A coworker stands next to him in
front of a computer monitor.
More shots of Justin smiling to
the camera.
Justin is talking to the person
next to the camera.
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7
Direct
Student number: 283572
[Music becomes louder]
[written: Hear from other employees at
Qualcomm.com/careers]
Qualcomm logo appears on a
twinkling background of purple
and golden colours.
2A. Scottrade website
“A day in the life at headquarters” (2.29)
Shot
Speech
1
Music
Guitar and a weak drum in a moderate tempo.
2
Amber Talbot, Social Media Supervisor, Marketing
(white female in her late 20’s): “I work in the
marketing department and on the public relations
team. In my three years here at Scottrade, I’ve
already had a lot of opportunities for advancement,
and in the future, I see additional opportunities”.
Expertise
Expertise
Reward: Prof
3
Esteem
4
Ref. value
Reward: Prof
Ref. value
Pictures
Scottrate
[written:
– Get
invested]
[written: A day in the life at
headquarters]
Background: sun shining through
a sheer cover of leaves.
Amber is interviewed. Talking to
a person standing next to the
camera. Her name and position
is written on the screen.
[Written: How would you
summarize your career with
Amber Talbot: “To summarize my career at Scottrade Scottrade?]
I would say it’s been a wonderful experience with lots Purple background.
of room for growth. I’ve met wonderful people here”. Interview shots of Amber
[Written: What are your three
favorite things about Scottrade?]
Amber Talbot: “I would have to say the first is the
people that I work with. Wonderful people, great Purple background.
creativity, a team environment. It’s fabulous, the Interview shots of Amber
people I work with. The second thing would be the
401K, the benefits. And the third thing would be the
work-life balance. That’s really important for me, and
having my son just six months ago has been a
wonderful opportunity to spend a lot of time with
him”.
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5
6
Ref. evidence
Reward: Pers
Reward: Prof
X2
Ref. value
7
Esteem
8
Student number: 283572
[Written: Have you met our
president and CEO, Rodger
Amber Talbot: “I have met Rodger several times. Riney?]
Because social media is kind of new, I’ve had the
opportunity to talk to him several times about what Purple background.
we exactly do in social media and whenever I see him Interview shots of Amber
around the building, he always asks, “How’s Twitter?
Or How’s Facebook going?”. And so, a lot of
interaction with Rodger. It’s been wonderful to have
these opportunities”.
[Written: Why do you think
Amber Talbot: “The reason I think that Scottrade has Scottrade has been named for
been named for Fortune’s Best-companies-to-work- Fortune’s “100 Best companies
for-list is that they provide a lot of opportunities for to work for”?]
growth and a lot of unique benefits. There’s so many Purple background.
different things here; wellness benefits, 401K, that Interview shots of Amber
really make Scottrade a unique place to work. In
addition to that, it’s very, ehm, it’s like a big family
and we really work well with each other, you know,
know a lot about our co-workers, work really well as
teams.
Departments throughout the company work really
well together. So I think that it’s just a really unique
environment”.
[Written: where do you see
yourself in 5 years?]
Amber Talbot: “In five years, at Scottrade, I see
myself hopefully expanding the social media team. Purple background.
We’ve been fortunate to be able to grow and to Interview shots of Amber
interact with lots of various companies. Scottrade’s
been really great about embracing what I do in social
media and I can see growing the team in the coming
years and really a lot of opportunities for myself and
for the team”.
Music becomes louder, then tunes out.
[Written: Scottrate – Get
invested]
[Background: the sun shining
through a light cover of leaves
and branches]
2B. Scottrade Facebook
“Ideas are important” (1.05)
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Anja Dalsgaard Nielsen
Shot
1
2
Expertise
Contrast
Contrast
Esteem
Esteem
Student number: 283572
Speech
Pictures
Turned down music. Low tempo with drums and a [Written: How is Scottrade
guitar.
different from other companies
you have worked for?]
White on black background.
Charles, Branch Manager (Asian male in his 40s): “I’ve Charles is sitting in his office
been working with a different brokerage firm before chair at his desk.
and it just feels so relaxed working here compared In the background hangs a
with working with the previous companies that I painting and a plant is placed on
have. Just to make a simple example; When you have a small bookcase.
certain ideas, you want to talk to the manager or His name and position is written
management people, or you can write to the strategy on the screen in a purple box at
department. At the old company, that I used to work the bottom of the frame.
for, you always needed to go by layers and layers and
by layers before the idea or the suggestion got
through, and you have no idea how policy can be
everything for the execution.
You can see how a suggestion can affect everything.
But at Scottrade, you just need to make sometimes
one phone call, one email and all of a sudden you
have people like come back, or your manager, come
back to you like; “Hey, we like your idea” [Laughs] or
“we can do this. We can change this right away for
you”. And that’s the big difference of why I like it
here”.
3A. General Mills website
“Why General Mills?” (1.58)
Shot
1
2
Ref. value
Contrast
Speech
Pictures
[music]
Picture of a cartoon bee
Up-beat and fast tempo instrumental piece [Written: Why choose General Mills?]
played in drums and guitar.
Ryan, Consumer Insights (White male in his Ryan is sitting in a conference room,
early 30s): “One of my favourite parts of the talking to a group of people. Two
company is the… or pieces or components of the other people are visible on screen.
company, is just the environment. That, I think is Close up of Ryan with his name and
just amazing here. A lot of companies will sell position written at the bottom of the
that “Oh we’ve got a great culture” and they’ve screen.
got this and that, but when you just walk down Pictures from office hall ways with
the hallways here, you really do feel a buzz here. lots of people walking around and
People are energized and are walking quickly going down an escalator. Paintings on
and you can’t help but notice that there’s art on the wall.
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Reward: Pers
X3
3
Reward: Prof
Esteem
4
Conformity
Esteem
Esteem
5
Allurement
the walls and a care booth with coffee. And
you’ve got the lobby area which is really nice
and open, you know. The cafeteria, you know,
there’s just so many things here that make it
really pleasant when you’re at work and when
you’re walking here from meeting A to meeting
B. And it just sort of resonates through
everybody and you can really just feel a buzz
and so I think that it’s just a great place to
work”.
Student number: 283572
A man getting coffee talks and laughs
with the staff behind the counter.
Pictures of the lobby area with smiling
people.
Two people are talking on a couch
with a great sky line view in the
background.
A man greets an off-screen co-worker
walking down the hall.
Close up of Ryan talking. Not looking
into the camera.
Jaclyn talking to the other people in
the conference room. The camera
moves and more people come into
view.
Jaclyn, Promotion Marketing (Hispanic female in
her late 20s): “I like the opportunities. That’s it, I
think, that really drew me in. I know, I don’t
know what I’m gonna be doing every single day
for the next 10 years. I’ve no idea. What I do
today, I can be doing something totally different
a couple of years from now, or even a year from Her name and position is written in
now, and to me, that keeps me motivated. That the bottom of the screen.
keeps me excited”.
Close up.
Drew, Channel Marketing (White male in his
early 30s): “I think, for me, I think the calibre of
people that you get to work with here, I think, in
the first month, it was very evident that
everyone is just so sharp and on their game and
put together. And they bring such enthusiasm
the ones that you speak to and that’s really
contagious. So, you know, I learn so much from
everybody I work with and you get so much
project variety, you get to interact with so many
different functions. That’s just, you know, day to
day, you just grow and grow”.
Drew talking to the other people in
the conference room. His name and
position is written in the bottom of
the screen.
Female co-worker is nodding at what
Drew states.
Pictures from the office environment.
Jaclyn, Promotion Marketing (Hispanic female in
her late 20s): “General Mills is definitely willing,
which I love, to let you do what you wanna do. I
mean, I know people who have gone from
engineering to promotion marketing and this
and that, you know. They understand that this is
your career, it’s your life and, you know, as long
as you’re passionate and happy and doing what
you wanna do, you’re gonna be adding value
back to the company. So, that’s something I’m
In the conference room.
Pictures from a workshop. A woman
holding up a shirt in a clothing store.
Women hanging pictures on a board
and sitting by computers.
The camera is back in the conference
room.
Women talking seriously in an office
and one woman handing another one
some files, smiles and appreciation
are exchanged. The camera zooms in
on the wall where “dreams” is
written.
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Student number: 283572
grateful for”.
6
Similarity
Ref. value
7
Ref. evidence
Angela, Promotion Marketing (Asian female in
her late 20s): “And I think that they’ve put a lot
of emphasis on “your life isn’t your work”.
There’s a great work-life balance. Like on
Fridays, I think, that is everyone’s favourite part
about working at General Mills”.
Talking in the conference room.
Her name and position is written in
the bottom of the screen.
Her co-workers agree with what she
says by nodding and saying “yeah”.
Music becomes more pronounced, then fades Cartoon rabbit, bee, cook and green
out.
man covered in leaves.
[Written: For up to date information
about
General
Mills
career
opportunities,
visit
www.jobs.generalmills.com]
3B. General Mills Facebook
“Work-life balance” (1.33)
Shot
1
2
Ref. value
3
Ref. value
Contrast
4
Ref. value
5
Similarity
Ref. value
Speech
Pictures
[music]
Picture of a cartoon bee
Up-beat and fast tempo instrumental piece
[Written: General Mills on work-life
played in drums and guitar.
balance]
Neeta, G Comm. (Indian female, 40s): “As far as Close up with office environment in
work-life balance, I see General Mills as being the background.
very superior”.
Gina, Consumer Insights (White female, early Close up with office environment in
30s): “Work-life balance at General Mills is the background.
amazing. I think that so many companies talk
about work-life balance, but here they actually
mean it”.
Daisy, Brands on the go (White female, 30s): Close up, sitting on a couch.
“General Mills allows you to have everything
here that you need in order to maintain worklife balance”.
Rosie, Finance (Hispanic female, 40s): “My Close up with office environment in
manager has been really great about letting me the background.
be in the office when I need to and then, if I’m
not done with my work when it’s time for me to
go, then I just log in at night to work from
home. Or if I need a day off, if I have sick kids, I
Side 15 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Student number: 283572
can work from home very easily”.
6
Ref. value
7
Reward: Pers
X4
Ref. value
8
Reward: Pers
9
Reward: Pers X 2
10
Reward: Pers
Reward: Pers
11
Reward: Pers
12
Reward: Pers
13
Reward: Pers
14
Reward: Prof
15
Brent, R&D (white male, 30s): “My family loves Close up, cafeteria wall in the
the fact that I can be home with them”.
background.
Casey, Brands on the Go, Sales (white female, Close up, outside with a fountain in
20s): “There’s committees, there’s programs, the background. The sun is shining.
there’s intramural sports. It’s almost like you’re
coming into a campus, into a greater family. I
have friends who play on a soccer league every
Wednesday night with the company and friends
who are on the diversity counsel”.
Woman #1 (Voice only): “They have everything Pictures of people in office
for you here”.
environment.
Casey: “Fitness centre”.
Cameron, Sourcing (White male, 30s): “Dentist, Close up, outside with grass in the
doctors”.
background.
Woman #2 (voice only): “Company stores”.
Picture of man in a store.
Cameron: “Hair care”.
A woman is picking a shampoo off a
shelf.
Casey: “Child care centre”.
Close up, outside with a fountain in
the background and multiple sets of
café tables and chairs.
Cameron: “Coffee shops”.
Picture of several people at a coffee
shop.
Brent: “Summer hours”.
Close up, cafeteria wall in the
background.
Cameron: “So I mean, really you can… we kind Close up, grass and a small pond in
of joke that you could stay here for weeks and the background.
never have to leave”.
16
Brent: “You wanna work hard and give your Close up, cafeteria wall in the
best for a company who treats you well”.
background.
17
Alexis, R&D (African American female, 30s): Close up, colourful office wall in the
“They really do want you to be stabile in your background.
life so that you can bring your whole self to
work”.
Goodwill
18
Music becomes more pronounced, then fades Cartoon rabbit, bee, cook and green
out.
man covered in leaves.
Side 16 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Ref. evidence
Conformity: multiple
interviewees
Student number: 283572
[Written: For up to date information
about
General
Mills
career
opportunities,
visit
www.jobs.generalmills.com]
4A. Marriott International website
“Dacius’ journey”, (1.07)
Shot
1
2
Expertise
Esteem
Ref. value
3
Expertise
Esteem
Speech
[Upbeat music with drums and guitar]
Happy music
Dacius, Garde Manger (African male, early 50s,
French/African accent): “To me, before I come to
work, I always think about what I have to get done
when I get to work. I have fun at my job and I’ve got
so many friends and we’ve been working for many
years.
Pictures
[Written: Destination success]
Teal green background
Close up.
Teal green background.
His name and position are
written in white in the bottom
left corner.
In two to three years I want to be like I am now,
because I think, what I was looking for, I already have
it. Because I’ve been working 25 years for the
Marriott and I’m so happy the way I am”.
[Laughs]
4
The music becomes more pronounced then turns
down again.
5
Dacius: “When I start to get up in the morning, so I Close up.
open my heart to drive, to go to my job, to work. I Teal green background.
think that if someone wanted to work for the
Marriott, it’s the best place you can choose to work
for. Destination Marriott”.
Goodwill
6
Direct
[Written:
Destination
commitment]
Teal green background.
The music becomes more pronounced then fades out [Written: Find your
as the screen goes black.
Marriott careers]
Teal green background
world.
Side 17 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Student number: 283572
4B. Marriott International Facebook
“Marriott Employee Branding.mp4”, (1.15)
Shot
Speech
Picture
[Written: Marriott International,
Inc]
1
[Music]
Up-beat, happy tune with guitar and a harmonica.
2
Woman #1 (White female, 20s) : “Welcome to the Woman standing by the
Marriott”.
company sign outside the hotel.
A lot of background noise.
Camera inside, sweeping over
the lobby.
Woman #2 (white female, late 20s): “We know that Woman is sitting on a bar chair
people want to do business with companies that in the lobby.
embrace values similar to their own”.
3
Ref. value
4
Ref. value
Allurement
Esteem
5
Ref. value
Reward: Prof
6
Ref. value
7
Reward: Prof
X2
8
Reward: Pers
X2
9
Direct
Woman #1: “Our commitment to society blends Woman is sitting by an indoor
corporate financial contributions with kind giving and fountain.
volunteer services from our associates around the
world. Giving back to our community makes us feel
good about working at the Marriott”.
Woman #3 (Hispanic female, 20s): “At the Marriott, Woman is sitting on a couch in
we believe in the culture “Our People First”. We do the lobby area.
whatever it takes to provide our associates with the
upmost opportunities”.
Woman #2: “At the Marriott, the business values and
integrity and adequate behaviour provide a
framework for all of our operations”.
[A male vocal of the song is audible while the woman
is talking].
Woman #1: “Here at the Marriott, we receive
ongoing training as well as continuous education.
This helps us to build as employees and in addition,
we also receive an awesome 401K retirement
savings”.
Woman is walking down a hall
way. Orange painted walls and a
red velvet carpet.
Woman sits in a green leather
chair in an orange painted room.
A painting hangs on the back
wall and a marble table is visible.
Woman #3: ”Working in such a fun environment
definitely have its benefits, like the free access to
Starbucks as well as great valuable rates at Marriotts
worldwide”.
Woman is sitting in the lobby,
holding a Starbucks cup which
she raises as she mentions the
coffee brand.
She takes a sip from the cup and
gives the camera a thumbs up.
Woman #1: “Check out our career opportunities at Woman is sitting by a computer
Marriott.com”.
and turns around in her office
Side 18 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
10
Ref. evidence
11
Student number: 283572
chair to speak to the camera.
Woman #2: “Why the Marriott you ask? For more Woman is standing outside the
than six years it has been the international leader hotel by the company sign.
with more than 4300 partners”.
Music becomes louder. Male vocal is audible. Then Written (White on black): Kylee
the melody fades out.
Kissane, Cicely Tinberg, Casey
Worms and Casey Zimmerman.
5A. Ernst and Young website
“Our diverse culture”, (2.25)
Shot
1
Ref. value
Similarity
Allurement
2
Goodwill
3
Similarity
Similarity
4
Speech
Sayeh, Advisory (Indian female, 30s, British accent):
“I would say that we really believe in diversity. Not
just because it’s the right thing to do but also
because, actually, it makes us better at what we do.
So the more people that we have from a diverse
range of backgrounds, the better it will be for us and
for our clients, because the more we can challenge
each other and come up with better ideas and deliver
a much better solution”.
Pictures
Close up of the woman with a big
window view of a big city
environment in the background.
Name and position is written in
yellow in the screen.
Hamish, Advisory (White male, 30s, British accent):
“it doesn’t really matter who you are, whether you’re
an industry specialist or you work for another
professional services firm or if you come from a
whole different industry, I think that one of the things
that make Ernst & Young great is diversity and
bringing people in from different backgrounds.
A man dressed in a suit and tie.
He sits in the same setting as the
previous female.
Name and position is written in
yellow in the screen.
Erica, FSO Advisory (South European female, 30s,
Italian accent): “The team is really well organized
because we have different nationalities involved. So
we have French, German, Belgium and Italian and
also Spanish, so we are really well organized in terms
of nationalities and in terms of backgrounds. And we
try to, let’s say, combine the different profiles and the
different strengths of each of the members
depending on the project and on the models that we
have to build or validate”.
A woman dressed in a shirt and
blazer is sitting in front of a big
window looking over a river
running
through
a
city
environment.
Name and position is written in
yellow in the screen.
Authority
Rakhim, Tax (Asian male, 30s, Asian accent): “I do The man is dressed in a striped
come from an unusual background. I came from shirt and has styled his hair. He is
Side 19 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Similarity
Esteem
5
Goodwill
Conformity
Allurement
Goodwill
6
Student number: 283572
Kazakhstan to do my A-levels in the UK and then
ended up going to the university, applied to Ernst &
Young and my first interview. Got the job. I did an
internship at Ernst & Young which I really enjoyed.
And effectively, I was offered a graduate position
which I eagerly accepted.
I would say, at Ernst & Young, we have a lot of
individuals from various backgrounds. And this was
one of the reasons why I actually joined Ernst &
Young, because I’ve met people from different
backgrounds, from different countries and this made
me feel almost at home”.
sitting in what appears to be a
court yard within the company.
He is speaking to a person sitting
next to the camera.
Name and position is written in
yellow in the screen.
Sayeh: “I would say, you know, it doesn’t really
matter what background you’re from, you can
definitely have a career at EY. I mean, we’ve got
people who… I studied nautical engineering. Not a lot
of nautical engineers in this firm, but I work with
colleagues who studied music and, I mean, that’s
quite a big range. So, absolutely, I think, if you’re
passionate and you’re driven and you wanna deliver
great work for clients and you’re curious, you like
solving problems, then this is the place for you,
irrespective of your background”.
Again,
the
interview
is
performed in front of the view of
the river running through a city.
Possibly the Thames running
through London.
Hamish: “I don’t think that there’s any prerequisite in Camera is a close close-up of the
terms of coming to talk to us, at all”.
male, not including the view in
the background at this point. You
still see the suit and tie of the
Authority
person talking.
[Written: Ernst & Young, Quality
in everything we do]
Black on white.
7
5B. Ernst and Young Facebook
“Aleck”, (1.53)
Shot
1
Ref. value
Speech
Aleck (African American, 30s, British accent): “I do work
with youth from disadvantaged communities and ideas to
try to inspire them to more filling careers. Lots of times you
find that you talk to these youths and you find that their
career prospects are kind of limited, either because of the
peers around them or from whom they’ve seen and know
Pictures
Interview frame of Aleck,
wearing a suit and shirt,
sitting in a chair in a
modern
office
environment. From the
view, the company building
Side 20 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Esteem
2
Esteem
Guilt
Esteem
3
Ref. value
Reward: Pers
Reward: Pers
4
Contrast
Student number: 283572
who work on shop floors or factory floors. And they really is visible.
haven’t expanded their minds to the kind of creativity and Aleck looks at a person
joy that you can have in a company like Ernst & Young. So next to the camera.
the idea is just to wake them and inspire them to more
filling careers.
Well, I think, lives solely focusing on chasing money show a
poverty in ambition, and I think you can get a lot more by
giving out to the community, and that’s really important to
me. I find that when I spend time in these communities
doing these activities, I’m actually leaving totally fulfilled.
And sometimes I feel that I get more from them than what
they gain from me because I leave there with an absolute
buzz. So I really believe in this. And as well as, ehm, I’ve
seen the potential of lots of fine youths out there and I
know that I can make a small change to them, find them,
hopefully, a little bit of inspiration and maybe they can do
something with their lives as well. So that’s important to
me.
For me, it means that I get days off because the company
provide paid days to do community work, volunteer work,
and I do more than my look at shares, but the company
supports that. So it provides me with all the support I need
to be engaged in local communities and I also get to use
the facilities here as well, to hold some events here in this
company, in this building.
The camera zooms in on
Aleck’s hands which he
gestures with as he talks.
Aleck is wearing a wedding
band and his hands are
well-groomed.
A great thing is to bring a bunch of school children and get
them to see this amazing building, the view and
everything. And that really kind of leaves a mark on them.
So that’s something that other companies maybe not
provide you with; the opportunity to engage in your
passions”.
6A. Genentech website
“A great place to work”, (1.03)
Shot
1
Speech
Pictures
[Music]
[Written: why is Genentech
Slow, instrumental piece, played by a guitar. Then a such a great place to work?]
drum joins in and speeds up the tempo. The music is Written in white on black
then turned down as a woman appears.
background.
Side 21 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
2
Exp. + Auth.
Reward: Prof
3
Expertise
Esteem
4
Expertise
Contrast
5
Expertise
Expertise
6
Jennifer Cook, Vice President, Product Portfolio
Management (White female, 40s): “One of the great
things, I think, about working at Genentech is that the
opportunities are not too pre-specified. They’re not
predefined for you. It’s about taking advantage of the
opportunities and the talent that people have and letting
them really contribute everything they can”.
Joan Greve, Scientist, Biomedical Imaging Group (White
female, 40s): “It’s more about coming in and interacting
with people on a daily basis, who are as high-energy as
myself and are as motivated and are as passionate about
the end goal. To be perfectly honest, it’s fun to come to
work. Montessori one time said that your play should be
your work, and your work should be your play, and I’m
fortunate enough to have found a company that can
actually fulfil that goal for me”.
Chudi Ndubaku, Scientist, Medical Chemistry (African
American male, late 30s): “I think that a lot of companies
that are out there are doing great things, great chemistry
in terms of coming up with drugs, but you don’t really
have the biology foundation and I think that that’s one
thing that sets Genentech apart from a lot of different
places”.
Marco Sorani, Sr Programmer Analyst, Immunology
Diagnostics (White male, late 30s): “The breadth and
depth of the research and development activities that’s
going on at Genentech is unparalleled”.
Music tunes out
Student number: 283572
Woman sits in green t-shirt
in front of a screen in blue
and white nuances.
Name and position is written
in the bottom of the screen.
Close-up of the woman’s
face. She speaks to a person
sitting off-camera.
Woman sits in purple t-shirt
in front of the same screen.
Name and position is written
in the bottom of the screen.
Pictures from outside the
building. Flowers in the
foreground, two people
walking by and the sun is
shining from a clear sky on
the glass building.
People ate sitting at tables in
a court yard talking and we
see more pictures of the
giant glass buildings.
We return to Joan in front of
the screen.
Man sits in front of the blue
screen.
Name and position is written
in the bottom of the screen.
Picture of two men in lab
coats and Chudi wearing
safety glasses, sitting by a
computer. Close-up of the
computer screen showing a
3D image of some genetic
material.
Marco sits in front of the
blue screen.
Name and position is written
in the bottom of the screen.
[Genentech . A member of
the Roche Group]
Side 22 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Student number: 283572
6B. Genentech Facebook
“Competitive edge”, (2.13)
Shot
Speech
1
Key-board music.
Pictures
[Written: I want to gain a
competitive edge. What
advice do you have for me?]
Written in white on a black
background.
2
Jennifer Cook, Vice President, Product Portfolio
Management (White female, 40s): ”The advice that I give
to people in their careers, frankly early or late, is almost
always the same. And that’s to do what you love. Follow
what you love, you’ll tend to do it well and if you do it
well, at least at Genentech you’ll get rewarded for it.
When I talk to people who are very concerned with
maybe some formula that they’ve been told to follow or
boxes that they need to check, I really discourage them
from following that line of thinking”.
Woman sits in green t-shirt
in front of a screen in blue
and white nuances.
Name and position is written
in the bottom of the screen.
Exp. + Auth.
Reward: Prof
Goodwill
3
Expertise
Goodwill
Goodwill
Joan Greve, Scientist, Biomedical Imaging Group (White
female, 40s): ”Undergraduates and grad students should
be encouraged to actually do internships and that
provides them an opportunity to come and see what the
industry looks like without necessarily having to stop their
academic progress or, you know, take a break and then
have to reapply to school or something like that. But I
really think coming to see it makes you believe it.
Unfortunately, a lot of folks have not had the opportunity
to step out and be in the industry and see what it CAN be
like and therefore they may not be able to actually advice
their undergraduates or their graduate students on the
choice between the two. So I would encourage students
to talk to their advisors and say, you know, “I’m really
interested in this. The company does excellent science
and I would just like to have a better understanding of it”.
Shots taken from a moving
car going past the company
sign by the road. The sun is
shining and two men are
standing and talking by the
sign.
Helicopter view of the
facility.
More pictures of the big
glass buildings.
Woman sits in purple t-shirt
in front of the same screen.
Name and position is written
in the bottom of the screen.
Shots from a lab showing
two women in lab coats
working.
Back to Joan in front of the
screen.
A man in a lab coat works at
a computer. Close-up of the
computer screen showing a
3D image of some genetic
material.
Close-up of the man,
wearing safety glasses,
smiling.
More computer pictures of
green figures. Most likely
Side 23 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
4
Expertise
Goodwill
5
Exp. + Auth.
Esteem
Esteem
Reward: Prof
6
Marco Sorani, Sr Programmer Analyst, Immunology
Diagnostics (White male, late 30s):”If I had to give an
advice it would be to just really understand where they
might fit in and also understand themselves and what
THEY want. Because I think, you know, with any job it’s a
two-way match. And then second of all, careers can be
very long and winding roads and so I think it really
depends on where you are in your career to try to
understand what your next step should be”.
Jennifer Cook, Vice President, Product Portfolio
Management:”For me, that’s been the greatest formula
for my own success. It’s just doing what I love. I never had
a coherent five-year-plan and I really didn’t follow any
kind of formula that was out there. I just pursued jobs
that were engaging to me, that were challenging and
where I felt that I could really do something and have a
positive impact. And that has led to pretty good success
for me and I’m very happy with the path that I’ve
followed. And I’m very happy with the experience that
I’ve had at Genentech because it’s a place that let me do
that and it rewarded we for doing that”.
Silent key-board music tunes out.
Student number: 283572
genetic material.
One man seems to explain
another man something as
he writes on a transparent
board. Close-up of what is
written: genetic codes.
Back to Joan in front of the
blue screen.
Close-up of Marco in front of
the blue screen. Name and
position is written in the
bottom of the screen.
Pictures of an Asian woman
taking samples up from a
gyro-tank.
Back to Marco in front of the
screen.
Pictures of an eye looking
into a microscope.
Jennifer sits in front of the
blue screen.
Picture of a bronze statue
depicting two men sitting at
a café table.
Picture
of
a
white
Genentech flag waving softly
in the breeze. The sky is blue
and the sun is shining.
Back to Jennifer in front of
the blue screen.
[Written: Genetech – A
member of the Roche
Group]
Written in blue on a white
background.
Side 24 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Student number: 283572
7A. Bright Horizons website
“looking for people with heart”, (2.49)
Shot
Speech
Pictures
Reward: Prof
1
[Music]
[Logo]
A country-like tune played on what sounds like a [Written: Discover the rewards of
banjo.
working with infants and toddlers at
Bright Horizons]
Written in a soft font, surrounded
by a wavy yellow frame. Small stars
are moving across the screen.
2
Megan, Infant & Toddler Teacher (White female,
20s):”I think that what I enjoy most about
working at Bright Horizons is really just being able
to see kids grow and develop right in front of my
eyes”.
Expertise
3
Exp. + Auth.
Esteem
4
Expertise
Allurement
5
Susan Brenner, EdD, sr. vice president, Operations
& Education (White female, 50s):”These are years
in the child’s life that will never be replicated, not
in any way, and certainly not in terms of speed of
development, speed of a child’s curiosity about
the world and as kindergarten teachers we get to
be a part of that”.
Esther, Infant & Toddler Teacher:”I find it
rewarding to partner with families to create a
nurturing and loving environment for the
children”.
Susan:”There are the developmental milestones
that are occurring right before our eyes; children
learning to turn over, to sit up, to walk, to say first
words. I think that probably the most important
thing in those three years is having a child develop
a sense of trust; that adults are people they can
count on, who comfort them when they’re sad,
when they’re wet, when they’re hungry, who give
them the sense that the world is a good and kind
place. Giving them that little space to move on, to
Shots of babies sitting on the floor
looking up and smiling.
Megan looks into the camera. Name
and occupation is written on-screen.
The words “grow and develop”
fades in and out on the screen.
Picture of a bewildered baby face.
A woman helps a child playing.
A woman gazes caringly on a child in
a chair.
A toddler stands in its crib laughing
at the camera.
A Muslim woman plays with
children in a sand box. “Curiosity”
fades into the screen.
Susan looks into the camera. Name
and occupation is written on-screen.
Esther looks into the camera. Name
and occupation is written on-screen.
“Rewarding” fades into the screen.
Shots from within the child care
centre.
The
words
“loving
environments” fades in and out.
Babies playing on the floor.
“Milestones” fades onto the screen.
A teacher helps a child walk.
A child sleeps on the chest of a
woman.
“Trust” appears on screen.
A baby crawls fast towards an adult.
A teacher lifts a child from a
changing table.
A child is fed by a woman.
Side 25 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Student number: 283572
become their little independent selves”.
6
Expertise
Similarity
7
Allurement
Reward: Prof
8
Expertise
Esteem
Contrast
9
Allurement
10
Expertise
Esteem
11
Esteem
Reward: Pers
12
Susan looks into the camera.
A woman sits, smiling, at a small
table with 3 kids.
Diane, Toddler Lead Teacher (Hispanic woman, The camera zooms in on Diane’s
20s):”I consider myself very lucky to work here. hand while she is writing a note to
I’m an educator”.
the parents of a child.
Esteem
Susan:”You, as a teacher at Bright Horizons, are
clearly a professional in terms of the job that you
have to do; the respect that you gain from parents
and co-workers, the training opportunities, the
package that makes it a great place to be a
teacher”.
Megan:”I’ve been here for five years now and I’ve
loved every day coming to work. I’ve seen
programs in other places which are all very good,
but with this I feel that we sort of go above and
beyond the extra mile between communication
with the parents and really plan a curriculum and
focusing on what the kids need”.
Susan:”I’ve seen many a parent that hold on to
the first note that they receive from the centre,
the first digital picture that they receive from the
centre. Parents save these for many years. So
communication with parents early, often, clearly
is a great part of what we as teachers do”.
An African American woman
teaches a child to clap its hands.
“Professional” appears on screen.
Pictures of teachers playing with
children in the play ground.
“Respect” appears on screen.
Susan looks into the camera.
“Training” fades in.
A young woman and child in the
playground. “great place to be a
teacher” fades in.
Megan talks to the camera. “Above
and beyond” fades in.
A woman hangs up a flyer on a
board.
A mother hands over a child.
“Communication with parents”
fades in.
Susan talks to the camera.
Anh, Infant & Toddler Teacher (Asian female, Anh talks to the camera.
20s):”I like being a positive influence in their
lives”.
Susan:”We, as teachers, has such an immediate
influence and can do so much for children and
with children and, you know, in return we get this
tremendous reward”.
A child plays with water outside.
“positive influence” fades in.
A woman puts a shirt on a child who
waves and smiles at the camera.
A woman reads a book to two
children. “Tremendous rewards”
fades in.
Lindsay, Program Coordinator (White female, Lindsay talks to the camera.
Expertise
Esteem
Ref. value
Side 26 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Student number: 283572
early 30s):”I can come to work everyday with a “Nurturing and supportive“ fades in.
huge smile on my face. I can get to do what I love. A woman holds two girls on the
And I get to do it in an environment that’s playground.
nurturing and supportive”.
Anh:”Bright Horizons is a great place to be a
teacher”.
13
Lindsay:”Bright Horizons”.
Talks to the camera.
14
Anh:”It’s a great place”.
Talks to the camera.
15
Megan:”Bright Horizons is a great place”.
Talks to the camera.
16
Anh:”It’s a great place to be a teacher”.
Talks to the camera.
17
Susan:”Bright Horizons is a great place to be a Talks to the camera.
teacher”.
18
The soft music reaches an end
[Logo]
[Written: Bright Horizons is a great
place
to
be
a
teacher.
www.brighthorizons.com/careers ]
Soft font written in a white splash
on a green background which
includes drawings of flowers. Stars
flows over the screen.
7B. Bright Horizons Facebook
“We are all connected”, (1.52)
Shot
1
2
Ref. value
3
Ref. value
4
Speech
Pictures
[Gospel music playing]
A woman sings: “we are all connected…”
Woman #1 (Hispanic female, 40s):”I see all of my co-workers Talks to the camera.
as family, in all sense of the word”.
Woman #2 (Muslim female, 30s):”I feel like I’m not working Talks to the camera.
with a co-worker, I feel like I’m working with a sister”.
Woman #3 (Hispanic female, 30s, speaks with an accent):”We Talks to the camera.
respect each other a lot”.
Side 27 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
5
Similarity
Student number: 283572
Woman #4 (White female, early 30s):”I can come into work Talks to the camera.
and confide in someone and talk to someone and know that,
you know, they care about me, basically”.
Goodwill
6
Woman #5 (White female, 40s):”Every day we celebrate Talks to the camera.
something. It’s all about the little things”.
7
Woman #6 (White female, 40s):”We celebrate everyone’s Talks to the camera.
occasion whether it be a wedding or a baby shower, you
know, a promotion. We just all come together”.
8
Woman #7 (White female, 30s):”I do feel that it’s an extended Talks to the camera.
family where, you know, we’re all able to talk to each other
and if we’re stressed out, you know, we don’t have to get into
it but we can just say, “I really need some extra help today,
I’m having a hard time” and, you know, we really all pull
together”.
Ref. value
9
Esteem
10
Contrast
Ref. value
Esteem
11
Man #1 (Hispanic male, 30s):”They show you that they care Talks to the camera.
for you and I feel that I contribute with a lot to the company’s
success. It makes me feel proud of myself, of what I do and,
you know, proud of the company”.
Man #2 (White male, early 30s):”I hear all my friends come Talks to the camera.
back from work at the end of the day and I think that we’re all
exhausted at the end of the day, but I think that one thing
that I can definitely take away from working here is … it’s
such a nurturing environment, I mean, granted that I work
with 110 women, that has it’s ups and downs some days, and
I think that everyone that works with that would admit that.
But it’s actually very exciting, I mean, to come to a place
where people are taking care of you everyday and you’re
taking care of them and you’re a part of something that’s a
little bit greater than just getting ahead. I’m so thankful for
being a part of that, to be a part of a team of people caring
for each other, yes”.
[Gospel music is audible. A choir singing: “we are all
connected”].
[Gospel music fades out]
[Logo]
On black background.
8A. Factset website
“Factset Film Festival Tokyo”, (2.01)
Side 28 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Shot
1
2
Expertise
3
4
5
6
Allurement
7
8
9
Esteem
10
Student number: 283572
Speech
Energetic, happy instrumental piece of music.
Short, quick strokes on a guitar.
Male Voice #1:”Delivering data to financial
professionals, providing leading edge technology
applications”.
Pictures
Factset logo written in blue on a
white background.
Graphic, fast moving pictures. Zooms
out and reveals a man standing with
his back to the camera. A sign reads
“caution” in the background. The
camera zooms further away and
reveals a man sitting in front of his
Male voice #2:”No request too large and no computer.
request too small”.
Two elephants, camera zooms in to
see a mouse on the back of the
elephant.
Narrator: [Written and spoken] “Who is Written: “Who is Factset”
Factset?”.
Background: a faded page of a
science book.
Choir:”We’re consultants, we’re engineers, we “Consulting”
appears
with
a
are sales people, we’re product developers, briefcase.
we’re content managers”.
“Engineering” appears with a laptop.
“Sales” appears with a green arrow
moving upwards.
“Product” appears with a hammer
hitting an anvil.
“Content” appears with two stacks of
books.
Narrator: “And that’s only the beginning. So why Factset logo.
are we here?”
Written: “Why are we here?”
“Environment”
Male #3: “I have access to a smart program that A lot of lines in multiple colours
serves my clients”.
spring out from the company logo.
One line moves to a picture of a
woman.
Woman #1: “I control my own agenda”.
Written: “My agenda”, below the
picture of the woman.
Male #4: “I like managing others, but still, I’m The camera zooms out from the
part of the team”.
picture and reveals hundreds of small
pictures forming a world map.
Woman #2: “My colleagues inspire me to Zooms in again to a seesaw with one
perform”.
picture of a man holding it down.
Another picture of a man hits down
hard in the other end, sending the
first picture off-screen.
Male #5: “I got the role that I’ve got because I The screen is crushed together as if it
work hard.
was a piece of paper.
Side 29 af 42
Conformity: multiple
interviewees
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
11
Esteem
Male #6: “People listen to my ideas and I get the
support to bring them to life”.
12
Female #3: “Everyone’s passion is to making us
better”.
13
Female #4: “I love communicating with my
clients”.
Esteem
14
Female #5: “Factset wants me to grow”.
15
Male #7: “I had months of training when I
started and it didn’t end there”.
Reward: Prof
16
Expertise
Male #8: “I’m a senior graph account holder
thanks to Factset’s program”.
Reward: Prof
17
Reward: Pers
Male #9: “Factset took my team on vacation to
let us know we succeeded”.
Student number: 283572
“Opportunities” appear.
A road sign that points towards
“future” in the one direction, and
“Achievements” in the other. A
matchstick man and a Factset sign is
placed next to it.
Picture of four cartoon eggs with
“ideas” written on them. One egg
explodes like a firecracker.
A picture of a philosophy label
explaining the Chinese noun “Kaizen”.
“1. Change for the BETTER
2. A business philosophy about
working practices and efficiency”.
A matchstick woman holds a can with
a string on its end to her head. The
camera follows the string to a
matchstick man in the other end.
“Learning” appears. A watering can
appears and makes an artistic plant
grow.
A calendar showing weekdays and
pictures of a brain growing for each
day.
A graphic tree. Camera zooms in on
an apple with the Factset logo on it.
The apple falls down on the head of a
matchstick man who then has a
lightbulb light up over his head.
A picture of a purple sea, made from
newspaper pages. Palm trees grow
out of the sea. “Fun” is written in
yellow over the sea. A newspaper
boat floats in the sea. In the boat is a
pink heart and a palm tree.
Three booming hearts leap out of the
newspaper boat.
18
Female #6: “I like how we give to those who
need it”.
19
Female #7: “Travelling to diverse locations for Picture of a cork notice board. One by
conferences and events is enriching”.
one,
Polaroid
pictures
of
international destinations are pinned
to it.
Narrator: “It’s not only the folks who work here Picture of stage lights. “Recognition”
who agree. Factset is included on Fortune’s is written on the screen. Two Factset
“Best companies to work for”, Glasdoor’s “Top company names are placed on the
Esteem +
Ref. Value
Reward: Prof
20
Ref. Evidence
X5
Side 30 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Student number: 283572
10 companies for work-life-balance”, “UK’s 50
best workplaces”, Forbe’s “Best small
companies”, “Great companies for millenials” by
Human Resource Executive.
What do you wanna do at Factset?”
21
Music fades out.
screen.
Writing is rolling across the screen as
the narrator speaks: Fortune’s “Best
companies to work for”, Glasdoor’s
“Top 10 companies for work-lifebalance”, “UK’s 50 best workplaces”,
Forbe’s “Best small companies”,
“Great companies for millenials” by
Human Resource Executive.
A list of job titles roll over the screen
and a Factset logo is placed in the
foreground.
[Written: www.Factset-com ]
Written in blue on a white
background.
8B. Factset Facebook
5. december 2011 16:05 (3.34)
Shot
Speech
1
[Music]
Keyboard music. It could be computer generated.
It has a futuristic sound to it.
2
Dina, Consultant (White female, late 20s): “The
general environment at Factset is just fantastic.
There’s always a buzz in the office”.
Expertise
3
Reward: Pers
4
Expertise
5
Yiannis (White male, 40s): “There are a lot of
opportunities for growth and expansion”
Rakesh, Consultant (Indian Male, late 20s, British
accent): “The whole interaction with the clients,
you know, going in and meeting new people every
day”.
Music becomes more pronounced.
Pictures
Grey background where pictures of
the interviewees flow into view.
A Factset logo is placed in the
bottom right corner.
A picture of Dina flows into view.
She is standing in the reception
area of the office. The company
name is on the back wall.
The picture of Yiannis covers up the
picture of Dina. Yiannis wears a suit
and tie. The background shows an
Authority
office view of other corporate
buildings.
The picture of Rakesh covers up
Yiannis. Rakesh wears a suit and tie.
Authority
The picture of Rakesh transforms
into the company name.
Written: “Factset Graduate
Consulting Careers”
Side 31 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
6
Student number: 283572
Anja de Jager, Director CTS International Sales
(White female, 40s): “Factset is a financial service
provider, which means that we work with clients
from hedge funds through to portfolio managers
through to insurance companies and banks. And it
could be anything from 10 users to thousands of
users”.
Yiannis Yianni, regional Director, UK + Nordic
investment management: “We provide
comprehensive financial data and software
solutions to financial professionals, so essentially,
we’re providing mission critical solutions to
anyone in asset management or banking involved
in investment research or management portfolios,
company analysis and really helping them make
better, faster decisions”.
Music becomes more pronounced.
Picture of Anja standing outside a
window. Her picture becomes a
grey still while her name and
position is written in the bottom of
the screen. Then it becomes a
moving picture again.
11
Music becomes more pronounced.
12
The picture of Dina transforms into
the company name.
Written: “Factset Career
Progression”
Picture of Rakesh speaking to
someone off-camera.
Rakesh: “There are opportunities to progress
within the company, so you start off as a
consultant and based on that you can go into the
different teams that are within Factset”.
Dina: “You could do whatever it is that you wanted Picture of Dina speaking to
to do. You kind of had control over your own
someone off-camera, standing in
career here”.
the reception area.
Exp. + Auth.
7
Exp. + Auth.
Allurement
8
9
Ref. evidence
10
Reward: Prof
13
Goodwill
14
Expertise
Similarity: multiple
ethnicities
Picture of Yiannis standing inside, in
front of a window. His picture
becomes a grey still while her name
and position is written in the
bottom of the screen.
The picture of Yiannis transforms
into the company name.
Written: “Factset A great place to
work”
Rakesh: “The first thing that drew me in to
Picture of Rakesh speaking to
applying to Factset was that it being voted one of someone off-camera.
the 50 best UK workplaces. They attended a career Zooms in on his face.
fair at my university”.
Dina: “I had a friend who had already been
Picture of Dina speaking to
working here for an entire year and she kept going someone off-camera, standing in
on and on about how wonderful this place is, what the reception area.
kind of people she interacts with on a daily basis,
Picture of Dina talking to a male cowhat kind of functions she performed and it
worker in the hallway.
sounded very interesting”.
Back to Dina interview.
Neil, Consultant (Arab male, 30s): “Factset gives
you the opportunity to move anywhere across the
Picture of Neil, standing outside a
window, speaking to someone off-
Reward: Prof
Side 32 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
world”.
15
Expertise
16
17
Expertise
Reward: Prof
18
Exp. + Auth.
Ref. evidence
Reward: Pers
X3
Reward: Prof
X2
Conformity
19
Ref. evidence
20
21
Ref. value
Yiannis: “We’ve been incredibly successful over the
last few years. We’ve grown our market share,
business has actually doubled in the time that I’ve
actually been here and the products have really
moved on and are leading edge now in the
industry that we work in”.
Music becomes more pronounced.
Anna, Consultant (White female, late 20s): “You
get to spend a lot of time out in the industry.
You’re not just at your desk all day. Every day.
There’s a lot of emphasis on progressing through
our careers. I’m also studying for the CFA, which
Factset supports me through both financially with
helping me buy the material but also giving me
time off work to study”.
Andrew Burton, VP International HR (White male,
40s): “Factset’s been voted one of the UK 50 Best
Workplaces for the last three years and it’s not
surprising with the benefits that we have to offer;
private medical insurance, healthcare, great
pension, great development opportunities
including sponsorship for the CFA exam, free lunch
and it’s a great place to work”.
“We’re looking for graduates with a passion for
finance who can communicate with people at
different levels”.
Anja: “The company has really changed since the
first time I started working here. When I got here
there were 10 people, in London, covering Europe.
Now there’s more than 300 and we have offices all
over Europe as well.
Music becomes more pronounced.
Dina: “We do work hard but we also do have a
really great social life here as well”.
Student number: 283572
camera. Name and position is
written in the bottom of the screen.
Picture of Yiannis speaking to
someone off-camera.
The picture of Yiannis transforms
into the company name.
Written: “Factset Corporate
Culture”
Picture of Anna speaking to
someone off-camera.
Pictures from a class room where
people are listening to a
powerpoint presentation.
Back to Anna.
Picture of Andrew sitting at his
desk. His picture becomes a grey
still while his name and position is
written in the bottom of the screen.
Picture of the three awards.
Back to Andrew sitting at his desk.
Picture of Andrew talking to a coworker who seems to have dropped
off some papers for him.
Back to Andrew, close-up.
Pictures of people listening to a
lecture in a class room. The same
room as shown previously.
Picture of Anja speaking to
someone off-camera, standing
outside in front of a window.
The picture of Anja transforms into
the company name.
Written: “Factset Work Life
Balance”
A picture of Dina flows into view.
She is standing in the reception
Side 33 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
22
Ref. value
23
Reward: Pers
X2
24
Anna: “It’s not all about work all the time. We’re
serious when we need to be serious but there’s
quite a lot of socializing”.
Neil: “Whatever you wanna do there’s so many
different things you can get involved in whether
it’s weekly football, weekly badminton”.
25
Yiannis: “It’s a fantastic place for graduates to join
because the learning is immense and really a lot of
our people become very valuable in the market
place”.
Rakesh: “It’s just a great place to be”.
26
Music becomes more pronounced.
27
Music continues then fades out.
Conformity
Student number: 283572
area of the office. The company
name is on the back wall.
The picture of Anna, sitting next to
Rakesh in a conference room covers
up the picture of Dina.
Rakesh agrees with Anna by
nodding.
A picture of Neil covers the one of
Anna and Rakesh. Neil is standing
outside the building, wearing a suit
and tie.
A picture of Yiannis flows in and
covers Neil.
A picture of Rakesh flows in and
covers Yiannis.
The camera zooms out and reveals
a light blue background, which is
the same color used for the
company logo. Zooming further
away, the company name is
revealed.
Written: “Factset”
Logo of the Best Workplaces 2011
is displayed.
Written: “Factset.com/careers”
Written: “Produced by the Podcast
Company for Facset”.
9A. Google website
“Women in leadership at Google”, (3.34).
Shot
1
Exp. + Auth.
2
3
Speech
A soft, serene instrumental piece builds in
intensity and tempo.
Eileen Naughton, Managing Director Digital
Media Strategy (White female, 40s): “It was
pretty clear to me by about 2003 or 4 that Google
had captured lightning in a bottle”.
Woman (white female, 30s): “Wuhuu”.
Pictures
Woman sits in a folding chair in
front of a bright blue screen. Talking
to the camera. Her name and
position is written on screen.
Woman raises her arms, fists
clenched in victory. Bright purple
background.
Eileen: “I thought that there was not other place. I Picture of white female tracing her
Side 34 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Student number: 283572
do not want to miss this party.
4
5
Exp.Expertise
+ Auth.
6
Exp. + Auth.
7
Exp. + Auth.
8
Exp. + Auth.
Esteem
9
Exp. + Auth.
fingers through her hair, smiling.
Blue background.
Picture of white female laughing at
the camera, yellow background.
Picture of Indian female, in her 40s,
I wanna work at Google”.
looking up and smiling, purple
background.
Back to Eileen.
Music becomes more pronounced.
Written: “Women @ Google.
Women in Leadership”.
Amy Chang, Director, Product management
Amy looks at the camera and wears
(Asian female, 40s): “So I’ve been at Google six
a blazer and silk top. Purple
years now and what has made me stay has been
background. Her name and position
the people, the learning and the challenges”.
is written on screen.
Jen Fitzpatrick, VP, Engineering (White female,
Jen looks at the camera. Yellow
30s): “I came to Google originally as a summer
background. Her name and position
intern”.
is written on screen.
Jill Huchital, Engineering Director (White female,
Jill looks into the camera, blue
40s): “What attracted me to the company was the background. Her name and position
scope of the problems that Google is solving”.
is written on screen.
Claire Hughes Johnson, VP Global Online Sales
Claire looks at the camera. Yellow
(White female, 40s): “Every year or year and a
background. Her name and position
half, I feel like I have a new challenge as our
is written on screen.
business expands, and it’s my responsibility to
expand with it”.
Adriana Norena, Director, Spanish speaking Latin Adriana looks at the camera. Purple
America (Hispanic female, 40s): “I’ve been in
background. Her name and position
different roles, in Brazil initially, then in a regional is written on screen.
role, then in Argentina.
Similarity: multiple ethnicities
10
Exp. + Auth.
Bonita Stewart, VP Sales (Hispanic female, 40s):
“Google offers opportunities to women, to lead
major portions of the business”.
Reward: Prof
11
Suzanne Frey, Director of Operations (White
female, late 40s): “We’re all encouraged to go out
Exp. + Auth.
and see something that we think should happen
and make it real”.
12 multiple Mizuki McGrath, Engineering Director
Conformity:
interviewees
Exp. + Auth.
Reward: Prof
(Asian female, early 30s): “Google provides
unparalleled opportunities. In my case, a couple
of us wanted to start an engineering office in
Tokyo and rather than hearing; “Really? No way”.
Bonita looks at the camera. Blue
background.
Claire smiles at the camera.
3 more women is shot in close-up,
all smiling at the camera.
Suzanne looks at the camera. Blue
background. Her name and position
is written on screen.
Mizuki looks at the camera. Yellow
background. Her name and position
is written on screen.
Side 35 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
13
Exp. + Auth.
Esteem
14
Exp. + Auth.
Esteem
15
16
Exp. + Auth.
Goodwill
Reward: Pers
X2
17
Exp. + Auth.
They started a conversation with me around what
are the goals?”
Gayathri Rajan, Product Management Director
(Indian female, 40s): “And it’s this freedom to
voice your opinion and to take on more
responsibility that has really been the secret of my
growth”.
Fionnuala Meehan, Director EMEA ad Operations
(Eastern European female, early 40s): “There’s a
massive focus on career development, on
personal progression and that’s really helped me
focus on where I can grow and add value and
influence”.
Music becomes more pronounced.
Stephanie Tilenius, VP Commerce (White female,
40s): “Google’s committed to empowerment for
its employees. The way that they treat employees
with all the amenities, and particular for women,
it’s easier to be successful when you have
daycare, you have a great maternity policy”.
Susan Wojcicki, SVP Advertising (White female,
40s): “Google has been a really family friendly
place for me to work.
Student number: 283572
Gayathri looks at the camera. Blue
background. Her name and position
is written on screen.
Picture of Gayathri speaking at an
event.
Still picture of an all women
audience.
Fionnuala looks at the camera.
Purple background. Her name and
position is written on screen.
Picture of a female speaker at a
Google event.
Stephanie looks at the camera.
Yellow background. Her name and
position is written on screen.
Susan looks at the camera. Purple
background. Her name and position
is written on screen.
Ref. value
Reward: Pers
18
Ref. value
19
20
21
There are many things that go into that, so
there’s a lot of kid events, a lot of people who do
have kids”.
Claire: “It’s been an incredibly supportive
environment for me as I’ve gone through the
experience, in the last seven years, of getting
married, having two children and I’ve been able to
do that, thanks in part, to some of the supports
Google offered”.
Bonita: “It’s important because Google allows
women to be women”.
Claire looks at the camera. Yellow
background. Her name and position
is written on screen.
Bonita looks at the camera. Purple
background. Her name and position
is written on screen.
Music becomes more pronounced.
Still image of smiling and laughing
women sitting in an audience.
Still picture of a woman reading a
Women @ Google brochure.
Mizuki: “I’ve also benefited from Google’s internal Mizuki looks at the camera. Blue
Reward: Pers
Side 36 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
programs which bring together women from all
countries and all levels and all departments”.
22
23
Contrast
Ref. evidence
24
Ref. value
25
Reward: Prof
Goodwill
26
27
28
Student number: 283572
background. Her name and position
is written on screen.
Claire: “I help to form and restructure a global
group called “Women at Google””…
Claire looks at the camera. Yellow
background. Her name and position
is written on screen.
Suzanne: “… Which is today represented by
Suzanne looks at the camera. Blue
hundreds of women worldwide in senior positions background. Her name and position
and we’ve hold hundreds of events over the
is written on screen.
course of the years, I mean, for example,
Several still pictures from women
Madeleine Allbright just had dinner with us, and
events roll over the screen. One
that’s not something you get at every company”. photograph includes a group photo
with Madeleine Allbright.
Gayathri: “I think, across the board, we had
Gayathri looks at the camera. Blue
incredibly positive feedback from the women; that background. Her name and position
they had found friends, that they had found new
is written on screen.
connections”.
Still pictures of a women audience
talking to each other.
Claire: “People realize that there is an important
Claire looks at the camera. Yellow
place to gather women and there’s a lot of
background. Her name and position
internal sponsorships and mentorships that is
is written on screen.
important, particularly as women develop into
Still pictures of women on a scene,
leaders. And my hope is that “Women at Google” talking, an audience clapping.
is creating really an open space for people to
make those connections in ways that will
Back to Claire.
ultimately benefit them and their development”.
Still picture of Claire smiling and
hosting an event.
Suzanne: “It’s important to have women in the
Suzanne looks at the camera. Blue
workforce and especially in the technology
background. Her name and position
industry because, you know, fundamentally, we’re is written on screen.
all, at Google, engineers of some kind. And
engineers are artists and artists require diverse
imaginations”.
Jen: “I think that the opportunities available for
Jen looks at the camera. Purple
women in the tech industry are really endless at
background. Her name and position
this point. The world of technology is changing so is written on screen.
fast in ways that really impact our lives every day
and there is just a ton of opportunities to really do
things that change the world”.
The music fades to an end.
Written: “Google.com/diversity”.
9B. Google Facebook
“An inside look at Google – Working at Google”, (2.17).
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Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
Shot
1
2
Esteem
3
4
Contrast
5
6
Esteem
7
8
Esteem
9
Student number: 283572
Speech
Up-tempo rock guitar piece
(instrumental)
Pictures
Short clips and images of the name “Google”
visualized in different ways. The cutting of
images matches the beat of the music
Male #1 (African American male, 30s):
Close up of Male #1 standing in front of a
“Google is kind of a unique company for
white background.
me and I think for a lot of people that
Shift to show a quick glance over an office
work here”.
environment filled with people.
Male #2 (White male, 30s): “What
Close up on white background.
Google does is that it allows a fantastic
Shift to show a young woman explaining
environment to be innovative and to get something vividly and excitedly to her
your product developed very quickly”.
colleagues.
Male #3 (White male, 50s): “It is a very
Close up on white background.
different structure than the rest of the
Fast-forward camera shot zooming down a
engineering community”.
hallway.
Male #4 (white male, 30s): “We always
Close up on white background.
try to really avoid bureaucracy so that
Shift to show shots of employees leaning
people can really do what make sense in back in an armchair, working on a big
their project”.
computer monitor and presenting a water
cooler system.
Female #1 (White female, 30s): “One
Close up on white background.
thing that’s really great about Google is
Shift to show a man reading a file in a pile of
that you have a lot of autonomy over
beanbags, an office environment and some
your product and its directions”.
employees working by their computers.
Male #5 (White male, 40s): “We’re
Close up on white background.
encouraged to work on whatever we
Shift to show coworkers working and two
think is important”.
people laughing.
Shot of Google logo on the wall.
Male #6 (White male, 40s): “At Google, if Close up on white background.
you come in, in your first week, and you
Shift to show two women discussing
have a good idea on how things should
something on a computer monitor. Quick
be done, and people agree with you, then shifts in images showing the faces of several
in that first week you can start making
employees matching the beat of the music.
changes”.
Picture of an inflatable palm tree and a
mannequin dressed for the beach.
Female #2 (Asian female, 20s): “The
Close up on white background.
biggest resource is definitely the people”. Picture of drawings on a white board.
Similarity: multiple
ethnicities
10
Conformity
11
Conformity:
multiple
interviewees
Male #7(White male, 50s): “One of the
things that attracted me to Google and
makes it a very comfortable place is that
they hire people who are very good”.
Male #8 (White male, 30s): “I think
Google goes after people that are
Conformity
Close up on white background.
Shift to show three different shots of
employees working either in pairs or solo.
Close up on white background.
Shift to show a man explain something in
Side 38 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
12
Conformity
13
Similarity
14
15
Conformity
16
Esteem
17
Reward: Pers
X2
18
19
20
Reward: Pers
21
Reward: Pers
22
Student number: 283572
entrepreneurial, that are kind of gogetters”.
front of a white board.
Close up again.
Male #9 (Arab male, 30s): “Everyone in
the company is just so excessful and
everyone is really driven to make the
company succeed”.
Female #3(Hispanic female, 20s): “No
two employees will have had the same
background. There’s no formula”.
Shot of the Google logo on a hallway wall.
Shot from a distance on white background.
Shift to show shots of employees working.
A woman is working in front of multiple
computer screens.
An attractive woman is filmed on a white
background. She gestures with her hands.
Male #10 (White male, 40s): “We have
Images of computer screens, employees
people straight out of college, we have
smiling.
people who’ve been in the industry for 25 Shot from a distance on white background.
years”.
Male #1: “The concentration of talent
Really fast and short clips of employees. The
that we have at Google is really quite
cutting matches the beat of the music.
amazing”.
Male #1 is shot from a distance on the white
background.
Male #10: “I come to work and I look
Images of people moving around in the open
forward to the conversations I’m going to office environment. Colleagues are talking
have during the day with my colleagues
and laughing over a cup of coffee.
and with people I haven’t met yet within Close up of Male #10 on white background.
the company, because I know, that today Shift to show images of filled white boards,
I’m going to find five new, great ideas
clocks showing the time from different
that I’m gonna get excited about”.
places in the world.
Male #8: “We have yoga, we have
Picture of the Google logo on the company
Pilates”.
wall.
Male #8 is shot from a distance on a white
background.
Female #4 (African American female,
Picture of a sign on a door that says: “Google
30s): “I love massages, I’m a spa queen”. massages”.
Female #4 is shot from a distance. She
gestures with her arms.
Male #7: “Let me mention the food”.
Shot from a distance. Standing with hands
folded in front of him.
Male #10: “The food her, by the way, is
Quick glimpse of Male #10 gesturing with his
great”.
hands.
Picture of a pair of hands putting things from
the buffet on a plate.
Male # 8: “We have a French lunch
Pictures of employees eating in an open and
where we come together and we speak
bright cafeteria environment.
French. We have great cafeterias”.
Close up of male #8.
Female #5 (Arab female, 30s): “There’s
Pictures from the cafeteria and signs hanging
any type of amazing cuisine, even better from the ceiling indicating a salad bar and
Contrast
Side 39 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
than some of the restaurants in new
York”.
23
Male #7: “That’s an extra benefit, and
pretty nice”.
24
Male #11 (White male, 40s): “You know
that what you’re working on will be seen
by millions and millions of people. And
when you have that kind of visibility…”
Esteem
25
Esteem
26
Esteem
Female #6 (Asian female, 20s): “… You’re
in a position to make a difference to
people that you’ve never met”.
Male #1: “It’s something that just makes
it fun to come to work in the morning
because you’re thinking about the people
you’re gonna talk to and the problems
you’re going to try to tackle and solve.
So, it’s really a great place to work”.
27
Music becomes more pronounced.
28
Music ends with a stroke on the guitar.
Student number: 283572
meat station.
Close up of female #5, counting on her
fingers when listing all the great things.
Picture of a chef standing in front of a giant
Google sign hanging on the wall.
Picture from the buffet.
Quick glimpse of Male #7 smiling at the
camera.
Male #11 is shot from a distance on white
background.
Shift to show pictures of a computer monitor
showing Google maps.
Pictures of a Google sign on the wall.
Pictures of employees working.
Female #6 is shot from a distance. She
gestures with her hands.
Fast forwarding of a man walking back and
forth on a terrace.
Picture of smiling employee with the Google
name in the background.
Close up of male #1.
Shift to show pictures of colleagues talking to
each other in the hallways.
Close up of male #1.
Multiple short, fast shifting images of
employees. The cutting of the images
matches the beat of the music.
Google Logo
10 A + B. Quicken Loans Website and Facebook
“There’s more to us than you think”, (1.07)
Shot
1
2
Esteem
3
Ref. evidence
4
Ref. evidence
Speech
Music: up tempo guitar piece (instrumental)
Written: “We’re a creative company”.
Woman #1 (African American, 30s): “My ideas
are not only encouraged; they are wanted”.
Man #1 (White male, 40s): “I create awardwinning TV commercials”.
Man #2 (White male, 20s): “I helped create a
workspace for 5000 people”.
Pictures
A hand writes the word “creative” in
red marker on a transparent surface.
The woman sits in a conference room
in a rustic looking brick building. She
looks at the camera smiling.
The man leans against a table. Big
letters made from light bulbs spell
out the word “play” on the wall.
Close up. Talking to the camera at eye
level. Zooms out to show that he is
Allurement
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Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
5
6
7
8
9
10
Esteem
Woman #2 (White female, 30s): “I planned an
epic event. The president of the United States
was there”.
Written: “We’re a technology company”.
The music becomes more pronounced.
Woman #3 (Indian female, 30s): “The latest
technology is at my fingertips”.
Man #3 (White male, 30s): “I develop apps”.
Woman #4(White female, 30s): “And I make
them pretty”.
Man #4 (White male, 50s): “I get time each
week to create whatever I want”.
Man #5: “We’re part of why we rank at the Top
10 of “Computer World’s Best Places to Work in
IT””.
Student number: 283572
standing behind a ping-pong table
with two guys playing.
Close up. Slightly below eye level.
Zooms out to show her standing in a
lobby with a stack of files in her arms.
A hand writes the word “technology”
in blue marker on a transparent
surface.
Zooms in on her standing on a
platform with files in her arms.
The man and woman stands next to
each other. The man raises a tablet
when speaking.
Close up of the female, smiling. She
holds up a cell phone.
The man sits on the roof, drinking
coffee.
Close up as he speaks to the camera.
The man stands between two lines of
employees working on their
computers. Zooms in on his face.
Ref. evidence
11
12
Esteem
13
Written: “We’re a people company”.
Music becomes more pronounced.
A hand writes the word “people” in
green marker on a transparent
surface.
Man #6 (Hispanic male, 50s): “I learn something The man sits on a couch in a company
new every day. Training isn’t knowing for the
hallway. Zooms in.
new folks”.
Man #7 (White male, 30s): “I helped someone
The man sits in a transparent plastic
start a new life”.
ball hanging from the ceiling. Zooms
in. laughs at the camera.
Conformity: multiple
interviewees
Allurement
14
Woman #5 (African American female, 30s):
“Sometimes my workday includes teaching
children to read”.
15
Man #8 (African American male, 30s): “I’m
helping rebuild a great city”.
Esteem
16
Woman #6 (White female, 30s): “And by the
way, we all work at Quicken Loans.
The attractive woman sits on a chair
in a colorful room with a book in her
lap. Zooms in on her face and her
hands folding on top of the book.
Close up of his face (attractive).
Zooms out and shows him standing in
front of a great panoramic view of a
big city.
The woman (attractive) stands in
front of a sparkling wall which
appears to be made from large
Side 41 af 42
Facebook vs. Corporate websites
Anja Dalsgaard Nielsen
17
There’s more to us than you think”.
Music becomes more pronounced before fading
out.
Student number: 283572
sequins.
Close up of her face. She smiles.
Written: “Quicken Loans, Engineered
to amaze.
(800) 411-JOBS
QuickenLoanscareers.com”.
Side 42 af 42