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Sammanfattning

The purpose of this study was to gain a deeper knowledge of how semiotic resources can be used to create an inclusive employer brand, which was done by studying how inclusive communication is expressed on employer’s websites and digital job advertisements. A semiotic content analysis with a qualitative approach was conducted, which included content from six Swedish companies successful in issues regarding diversity, inclusion and equality. The data, consisting of six websites and ten digital job advertisements, was analyzed by using previous research and the theoretical concepts of denotation, connotation, meta-stereotypes and myths. The result of the study showed that companies successful in maintaining an inclusive employer brand, use several semiotic resources that on both a denotative and connotative level expresses inclusion, diversity and equality. The inclusive communication is created through pictures, motives and text in which certain patterns were discovered, such as creating a safe and supporting community, the appreciation and awareness of an individual's unique capacities, and the individual’s chance to develop within the organization. With the use of semiotic resources built around these themes, the companies are able to create an inclusive employer brand that may appeal to exposed groups.