Attrahera Sveriges bästa förmågor : En multimodal analys av Polismyndigheten och Försvarsmaktens rekryteringsvideor.

Sammanfattning

As the security situation has become more uncertain and social challenges has increased, government agencies such as the Swedish Police Authority and the Swedish Armed Forces have taken on a more prominent role in society. At the same time, these authorities face growing recruitment needs and must attract new target groups, even though the professions may involve the use of force and risks to life. This study aims to examine the recruitment campaigns Vi behöver Sveriges bästa förmågor på vår sida from 2025 and Du har vad som krävs from 2024 to analyze how they present themselves as employers trough their recruitment videos, and what meanings that are constructed around professional identity and attractiveness. To address this aim, a multimodal analysis has been conducted. The study is based on the following research questions; In what ways do the two authorities use semiotic resources, such as camera angles, color, distance, environments, sound and language, and what meanings do these have? How is the societal significance of the profession constructed? How are authorities’ missions legitimized? The theoretical framework consists of a semiotic theory, employer branding and organizational communication in combination with propaganda theory. The results of this study clearly show that both the Swedish Police Authority and the Swedish Armed Forces actively construct a specific professional identity through their recruitment videos. In both cases, qualities such as responsibility, leadership and teamwork are emphasized, contributing to the definition of the ideal recruit. Semiotic resources are used to communicate these qualities and engage the audience. The results also show that the authorities work strategically to appear as attractive employers. Both campaigns reinforce the societal significance of the professions and legitimize the authorities’ missions, either through concrete professional tasks or by presenting relatable work environments. Overall, the campaigns present professional identity, employer attractiveness, societal relevance and legitimacy of their work in ways that appeal to potential recruits.