Date of Graduation
5-2026
Document Type
Thesis
Degree Name
Bachelor of Science in Business Administration
Degree Level
Undergraduate
Department
Marketing
Advisor/Mentor
Dr. Sarah Jensen
Abstract
In an increasingly interconnected global economy, effective international talent acquisition hinges on the ability to navigate cultural diversity and communicate authentically across borders. This reflective thesis, anchored in a two-month internship at Wallace Myers International, a Dublin-based recruitment agency, examines how the cultural backgrounds of consultants and interns from Germany, France, Italy, Hong Kong, and the U.S. influence workplace communication, employer branding, and recruitment marketing. Drawing on Hofstede’s Cultural Dimensions Theory and Inglehart’s Theory of Cultural Transformation, the study analyzes observed communication dynamics among a diverse multinational team and their impact on candidate engagement and client relations. It explores the adaptation of recruitment marketing messages to align with varying cultural expectations and professional norms, leveraging digital tools like Canva and Buffer to sustain brand visibility and resonance in different markets. Findings highlight the importance of cultural intelligence and flexibility: consultants and interns adjusted their communication styles based on colleagues’ cultural norms, balancing formality and informality to foster inclusivity, trust, and effectiveness. In marketing, transcreation and feedback-driven customization proved essential for crafting content that appeals to a global audience while respecting local distinctions. Ultimately, the thesis demonstrates that the integration of cultural competence into recruitment and marketing strategies enables agencies to build stronger relationships, enhance employer branding, and succeed in the evolving landscape of international talent acquisition.
Keywords
International recruitment marketing; Cross-cultural communication; Employer branding; Talent acquisition; Cultural Adaptation; Digital tools in recruitment
Citation
Salazar Coutino, E. (2026). Cultural Intelligence Recruitment: A Reflection of Communication and Marketing at Wallace Myers International. Marketing Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/mktguht/114
Included in
Business and Corporate Communications Commons, Human Resources Management Commons, International Business Commons, Marketing Commons
