Symbolic Violence in Employer Branding: An Analysis of the Objectification of Employees’ Bodies and Images in Social Media Campaigns

Abstract

This article analyses the phenomenon of symbolic violence in the context of employer branding, focusing on the use of employees’ bodies and images in recruitment campaigns conducted via social media. The central thesis argues that companies often treat employees as objects in brand promotion, leading to their objectification and marginalization. The analysis is grounded in Pierre Bourdieu’s theory, particularly his concept of cultural mechanisms of domination, to examine how such practices shape organizational identity and perceptions of employees. Content analysis and semiotic analysis are employed to explore how social media images can reinforce stereotypes and social inequalities. The findings highlight the harmful consequences of these practices – both for employees, who may feel excluded, and for organizations, which risk a loss of diversity and the discouragement of potential candidates. The article also proposes ethical alternatives to employer branding, emphasizing inclusivity and equality in recruitment.