Att anställa fel ledare kan få stora negativa effekter på produktivitet, konkurrensfördelar och en organisations budget. Därmed är det essentiellt för organisationer att rekrytera rätt individ för att leda en grupp eller en hel verksamhet. Rekryteringsprocessen är en tidskrävande uppgift med utmaningar för organisationer i form av att hitta, attrahera och behålla framgångsrika ledare. Denna studie syftar till att undersöka om de ledaregenskaper som beskrivs i jobbannonser är effektiva och överensstämmer med befintlig litteratur inom ledarskap och ledarbeteende. Specifikt kommer tjänster utannonserade inom bankbranschen för ledande positioner att studeras. Detta har genomförts genom en kvalitativ innehållsanalys av 110 arbetsannonser från totalt 13 olika banker. Syftet med studien är att studera vilka ledaregenskaper som efterfrågas för ledande befattningar inom bankbranschen. Studiens resultat ska vidare prövas mot tidigare forskning och teorier om ledaregenskaper i rekryteringsannonser. För att genomföra studiens syfte har tidigare forskning inom rekrytering och tidigare studier om ledaregenskaper inom arbetsannonser selekterats. Dessutom har teorier om ledaregenskaper, ledarskapsbeteende samt den transformella och transaktionella referensramen valts ut för att besvara studiens frågeställningar. Studiens resultat visade att ledaregenskaper som var flest förekommande i rekryteringsannonserna för chefspositioner inom bankbranschen var Samarbetsförmåga, Ansvarstagande, Ledarskapsförmåga, Kommunikativ, Stödjande, Serviceinriktad, Relationsskapande, Utvecklande, Analytisk och Aktiv. Vidare kan resultaten tolkas som att ledaregenskaperna presenterade i annonserna återspeglade samtliga teorier och tidigare forskning. Ingen teori kunde dock återge någon heltäckande förklaring av samtliga efterfrågade ledaregenskaper i bankernas rekryteringsannonser. / Recruiting the wrong leaders can have major negative effects on productivity, competitive advantage, and an organization's budget. Thus, it is essential for organizations to recruit the right individual to lead a group or an entire organization. The recruitment process is not only a time- consuming task but also a challenge for organizations to find, attract and retain successful leaders. This study aims to investigate whether the leadership traits described in job advertisements are efficient and consistent with existing literature in leadership and leadership behaviors. Specifically, positions advertised in the banking industry for leading positions will be studied. This has been carried out through a qualitative content analysis of 110 job ads from a total of 13 different banks. The purpose of the study is to study what leadership traits are in demand for leader positions in the banking industry. The results of the study will also be tested against previous research and theories of leadership traits in recruitment advertisements. To carry out the purpose of the study, previous research in recruitment and previous studies on leadership traits in job advertisements have been selected. In addition, theories of leadership characteristics, leadership behaviors and the transformal and transactional frame of reference have been selected to answer the study's questions. The results of the study showed that leadership traits that were most common in the recruitment ads for managerial positions in the banking industry were Collaborative skills, Accountability, Leadership skills, Communicative, Supportive, Service-oriented, Relationship-building, Developing, Analytical and Active. Furthermore, the results can be interpreted as that the leadership qualities presented in the advertisements reflected all theories and previous research. However, no theory was able to provide a comprehensive explanation of all the required leadership traits in the bank’s recruitment advertisements.

This mixed-method study investigates the use of masculine and feminine-coded words (i.e., words associated with gender stereotypes) in English job advertisements in Sweden, focusing on the male-dominated Electronic and Electric engineering field in Sweden (SCB, 2022). As such, job advertisements in this field provide a productive case study for a discussion of gender appeal in the language of the advertisements. The study is divided into two parts: The first part presents a quantitative analysis of 30 job advertisements using a web tool called the “gender decoder” to determine whether the advertisements are mainly feminine-coded or masculine-coded. The second part of the study combines quantitative and qualitative analyses by exploring in depth 22 potential applicants’ perceptions of job advertisements in terms of language use and gender. It involves a web-based questionnaire focusing on two job advertisements (one feminine-coded and one masculine-coded) selected from the first part of the analysis. The questionnaire includes both Likert-scale and open-ended questions, and the participants consist of electrical and electronic engineering students from five universities in Sweden. Both parts of the study are furthermore analyzed thematically. The findings illustrate that there were more feminine-coded job advertisements among the selected advertisements, with one-third exhibiting masculine-coding. Additionally, the study shows that the participants were more likely to apply for the feminine-coded job advertisement, consistent with prior research. These results suggest the need for further efforts to create a more equal and non-gender-biased work environment, considering that most participants felt more connected to the feminine-coded job advertisement, whereas, still, a third of the job advertisements were masculine-coded.

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Yes / This study was conducted to conceptualise advertising value and consumer attitudes towards advertisements. The research was developed to reveal the effect of the source of advertisements on credibility perception through the theoretical framework of Ducoffe's (1995) advertising value model. The research objective is to identify source derogation in terms of credibility to create advertising value and a positive attitude towards advertisements launched through the Facebook social network. In this regard, the study used three distinct sources to generate and introduce product promotional messages: an associative reference group, an aspirational reference group and marketers themselves. This research revealed significant differences in developing advertisement value and forming a favourable attitude towards advertisements when the product-related message was developed by these three distinct groups, who have different source derogations.