| ID | 159152 |
| Title Proper | Twittering for talent |
| Other Title Information | private military and security companies between business and military branding |
| Language | ENG |
| Author | Joachim, Jutta ; Martin, Marlen |
| Summary / Abstract (Note) | Private military and security companies (PMSCs) play an increasingly important role in the provision of security-related services. In their attempts to win new clients and find suitable personnel, they take on different identities by presenting themselves as conventional businesses, military actors, and humanitarians. In this article, we examine how PMSCs deploy these identities when they recruit new personnel through social media. Our computer-assisted content analysis of Twitter messages posted by two major United States-based companies—CACI and DynCorp International—shows that while both PMSCs amplify their business and military identities to attract the most talented personnel, they construct and communicate these identities in different ways with CACI branding itself as a sophisticated, modern, and patriotic business and DynCorp as a home-grown, traditional military provider. In addition, our analysis lends force to scholars suggesting that state militaries and the private security sector compete increasingly for prospective employees using similar strategies. |
| `In' analytical Note | Contemporary Security Policy Vol. 39, No.2; Apr 2018: p.298-316 |
| Journal Source | Contemporary Security Policy Vol: 39 No 2 |
| Key Words | Recruitment ; Identity ; Twitter ; PMSCs |