The Campus EVP: A Multi-Case Content Analysis of Employer Branding Communication in U.S. Higher Education

Author

• Latoya A. Clarke, CUNY Bernard M Baruch CollegeFollow

Date of Award

Fall 12-19-2025

Document Type

Thesis

Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication

Language

English

First Advisor

Minna Logemann

Second Advisor

Caryn Medved

Abstract

This thesis examines how universities across the major geographical regions in the United States communicate their employer brand through the Careers section on their websites and digital recruitment materials. Using a multiple-case qualitative content analysis, the study applies the four-dimensional brand SMRT storytelling framework of story, meaning, ritual, and transmedia to evaluate how institutions signal aspects of their employer value proposition across various content formats. Findings show that meaning and ritual were consistently applied through content formats via mission statements, departmental narratives, and employee photography. However, story and transmedia appeared inconsistently, as fewer content formats featured long-form news articles, video content, or cross-channel integration on social media to engage a wider audience. Overall, employer branding communication in higher education relies heavily on short-form, mission-driven messaging that presents broad, aspirational statements about institutional identity, yet lacks information on the employment experience, competitive strengths, and tangible benefits offered to faculty and staff. The study identifies opportunities to strengthen these efforts through richer storytelling and clearer cross-channel alignment.

Recommended Citation

Clarke, Latoya A., "The Campus EVP: A Multi-Case Content Analysis of Employer Branding Communication in U.S. Higher Education" (2025). CUNY Academic Works.
https://academicworks.cuny.edu/bb_etds/217