Stories They Tell : The Rhetoric of Recruiting Independent Consultants The Rhetoric of Recruiting Independent Consultants

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Bibliographische Detailangaben
Beteiligte: Martin, Sarah E., Rawlins, Jacob D.
In: Journal of Business and Technical Communication, 32, 2018, 4, S. 447-479
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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Umfang: 447-479
ISSN: 1050-6519
1552-4574
DOI: 10.1177/1050651918780196
veröffentlicht in: Journal of Business and Technical Communication
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<jats:p> This study investigates the themes that drive persuasive recruiting appeals, or stories, designed to attract new, entrepreneurial workers in the direct selling industry. It offers a rhetorical perspective informed by fantasy theme analysis on the themes present in the recruiting content on the corporate Web sites of three direct selling companies (Mary Kay, Stella &amp; Dot, and Scentsy). The analysis indicates that rhetorical agency is a core theme in the persuasive recruiting stories for these companies. Offering a means for business and technical communication scholars to explore agency or other persuasive story themes in context, this study addresses how a rhetorical perspective is useful to assess recruiting appeals in shifting, entrepreneurial work contexts. </jats:p>