“The quest to attract female video game employees” Employer branding: Factors limiting women to initiate a career in the video game industry
The purpose of this study is to identify and discuss factors that limits women from initiating a career in the video game industry. In order to achieve this purpose, four focus groups were conducted, consisting of two male groups and two female groups. The focus group respondents were allowed to discuss several provided questions freely among the members. The discourse presented by the four focus groups was analyzed with Social Cognitive Career Theory (SCCT). The analysis suggests several factors that differ between the male and female focus groups. There are three major factors limiting the female respondents in initiating a career in the video game industry: (1) self-efficacy; (2) rolemodels; (3) normative gender discrimination. The discussion of the issues outlined suggests that a combination of SCCT and employer branding can identify factors limiting women. Thus, allow the video game industry to be more prosperous in their recruitments.
MSc in Marketing and Consumption
Women, Video game industry
Social Cognitive Career
Master Degree Project