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ERIC Number: EJ1401251
Record Type: Journal
Publication Date: 2023
Pages: 17
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1935-3308
EISSN: N/A
The Power of Vocational Branding in Shaping Career Pathways: A Descriptive Qualitative Study
Zelnio, David; Luethke, Tiffani
Journal of Ethnographic & Qualitative Research, v17 n2 p162-178 2023
In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a specific vocation or career. We interviewed 23 participants who provided vocational and branding expertise from a range of industries and professional roles. Thematic analysis revealed nine emergent themes, including (1) branding mindset, (2) competition versus cooperation, (3) understanding audiences, (4) messaging advocates, (5) advocates as "those who are in it," (6) vocational stereotype challenges (7) branding activities, (8) conflicting marketing goals, and (9) lack of formal branding. Additionally, using themes and concepts gleaned from interviews and literature, we propose the vocational branding model, in which we describe three distinct stages: (1) defining the brand, (2) developing advocates, and (3) engaging in brand-building activities.
Cedarville University. 251 North Main Street, Cedarville, OH 45314. Tel: 937-760-9484; Fax: 937-766-7971; e-mail: jeqr@comcast.net; Web site: http://www.jeqr.org/
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Netherlands; Australia; United States
Grant or Contract Numbers: N/A