Mitson, Renee2020-11-172020-11-172020-08https://hdl.handle.net/11299/217115University of Minnesota M.A. thesis. August 2020. Major: Mass Communication. Advisor: Matthew Weber. 1 computer file (PDF); v, 78 pages.This study expands upon Absorptive Capacity Theory by postulating that the theoretical framework should also consider strategic hires to an organization as sources of external knowledge until they have been fully assimilated and transformed within the organization. Study A conducts semi-structured interviews regarding lived experience of strategic hires. Study B involves exponential random graph modeling (ERGM) of a whole network within a digital marketing organization. Study A finds that strategic employees experience increased obstacles due to the newness of their role and lack of network understanding. Study B finds that job title awareness, company tenure, and age may all play a role in an employee's likelihood to be well connected within the network. Connections between social connectivity and absorptive capacity potential are discussed.enabsorptive capacityERGMexponential random graph modelexternal knowledgesocial network analysiswhole network analysisThesis or Dissertation