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• W3206052045 abstract "espanolEste articulo tuvo como objetivo analizar las estrategias de persuasion utilizadas por las startups para seducir y atraer candidatos potenciales. Fueron seleccionadas ocho startups debido a la accesibilidad y se entrevisto a los responsables por la Gestion de Personas. El corpus de investigacion fue analizado mediante la Analisis del Discurso. Los resultados mostraron siete estrategias de persuasion en el reclutamiento, que son las oposiciones en el discurso: nosotros versus ellos, redes sociales y el employer branding, las modas del pop management, la diversidad como discurso, la flexibilidad, el ambiente relajado y el discurso del crecimiento. Todos se presentaron como estrategias que hacen el discurso organizacional sutil y atractivo. Las startups establecen relaciones implicitas y interdiscursivas con el discurso capitalista. EnglishOur research aim is to analyze the persuasion strategies used by startups to attract potential talents. In order to meet this goal, we selected eight startups through convenience sampling; the interviewees are responsible for the Personnel Management of these companies. The research corpus was analyzed through a discourse analysis approach. The research findings indicate seven strategies of persuasion in the recruiting process, which indicate a few discursive oppositions: we versus them, social media and employer branding, the pop management trend, diversity discourse, flexibility, relaxed working environment, and growth discourse. All these themes emerge as persuasion and seduction strategies that turn organizational discourse into a more subtle and engaging speech. Startups explicitly establish interdiscursive relationships with the capitalist discourse. portuguesEste estudo teve como objetivo analisar estrategias de persuasao das startups para seduzir e atrair potenciais candidatos. Foram selecionadas oito startups por acessibilidadee, entrevistados os responsaveis pela Gestao de Pessoas destas. O corpus da pesquisa foi analisado pela Analise do Discurso. Os resultados apontaram para sete estrategias de persuasao no recrutamento, que sao as oposicoes no discurso:nos versus eles, as redes sociais e o employer branding, os modismos do pop management, a diversidade como discurso, a flexibilidade, o ambiente descontraido e o discurso do crescimento. Todos estes temas aparecem como estrategias de persuasao e seducao que torna o discurso organizacional sutil e envolvente. As startups estabelecem implicitamente relacoes interdiscursivas com o discurso capitalista." @default.
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• W3206052045 date "2021-01-01" @default.
• W3206052045 modified "2023-09-24" @default.
• W3206052045 title "Attracting talents in startups: Discourses of seduction" @default.
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