Academic Writing

Finding a topic for my paper was not hard at all, because I wanted to take the topic that I have right now with my group for the “ACT Global Business Group Project” and examine it a little further from an academic perspective. Our project’s topic is called “Employer Branding Strategies for DOKA GmbH in China (Shanghai, Peking, Hong Kong, Chengdu), Japan and Korea with focus on schools with high potential for the recruitment of target market employees (civil engineers)”. DOKA GmbH is an Austrian-based international company that is world market leader in providing framework solutions for the construction sector. Our project’s goal is providing a practical strategy for DOKA to recruit Asian civil engineering graduates from top-tier universities. So our group’s work is only in pursuing local data through qualitative interviews regarding the preferred employer branding style WITHOUT looking at the theoretical background.

However, in order to gain a more holistic understanding of employer branding in general, someone has also to look into the academic literature, frameworks and theories and that is why I have chosen this topic for the course “Academic Writing”. Due to my study in Taiwan I am very interested into the Asian culture- also business wise and therefore I want to take a closer look on employer branding. That is why I came up with my topic “The Difference between Employer Branding in China and Europe” for this course. My only fear concerning this topic is that it might be too broaden to describe it within 10 pages. Nonetheless, I think that is a very interesting and also important topic as in regards to the uprising of Asia as a high potential market for western companies.

For the research process of my topic I will use the database of the University of Victoria (British Columbia/Canada), in particular the online database of its library (http://library.uvic.ca/). Due to my study there I am still a registered student and have access to this database that combines results from other databases like “Google Scholar” or “Academic Search Complete”.