Branding international careers: An analysis of multinational corporations’ official wording

SummaryThis paper concentrates on the official website wordings of companies addressing international work and careers. To our knowledge we conducted the first study analysing large companies’ websites to explore their wordings, concepts and attraction mechanisms with respect to international mobility and global careers. The webpages of 67 German and French top companies listed in the DAX30 and CAC40 were investigated. The results show that 37 firms refer to international work on their websites but most focus on operational issues regarding international experience and expatriation rather than on global careers. Moreover, the target groups for international work differed between French and German companies. French MNCs pursued an elite approach concentrating on high-potential managers, young graduates and experienced managers. German firms focused on motivated individuals who wanted to build their skills and knowledge in a functional career approach. It seems that MNCs for both countries exported their national career systems. Lastly, the study presents organisational and individual benefits in terms of the intelligent career concept as highlighted on websites. The discussion shows that companies are focusing on exposing knowing-how and are neglecting knowing-whom and knowing-why benefits of international work. Academic, managerial and social implications are discussed and propositions are presented in the conclusions.

► Among 67 the largest German and French top companies, 55% refer to international work on their websites.
► French MNCs promoted an elite approach whereas Germans focused on motivated individuals.
► The MNCs exposed a range of benefits of international work for the organization, but nothing for individuals.
► The nature of the message does not emphasize a long term view of expatriation, nor underline the “global career” view.