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Impact de la réputation classique et de l’e-réputation sur l’attractivité des entreprises en tant qu’employeurs

Author

Listed:
  • Laila Benraiss Noailles

    (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux)

  • Dhiba Lhajji

    (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux)

  • Amina Benraiss
  • Bouchra Benraiss

Abstract

The company's brand image and its reputation go through several channels of communication. The reputation of a brand or a person is no longer done by traditional wordof-mouth only, it is also done online. And it is called the "e-reputation" The purpose of this paper is to answer the following questions : Does the reputation of the company impact the attitude of potential candidates ? Can it also influence the attractiveness of the company ? To do this, we developed a research model that we tested with a sample of 370 future graduates in management studies. This research yields two interesting results. The reputation of the company presents as two-dimensional : the first dimension relates to e-reputation driven by social networks and the Internet and the traditional reputation conveyed by traditional channels of communication such as wordof-mouth. The results also show that the e-reputation of the company (on social networks and Internet) significantly impacts the overall attitude towards the company rather than its attractiveness as an employer. The impact of classical reputation on the attractiveness of the company as an employer is stronger compared to the e-reputation impact.

Suggested Citation

  • Laila Benraiss Noailles & Dhiba Lhajji & Amina Benraiss & Bouchra Benraiss, 2016. "Impact de la réputation classique et de l’e-réputation sur l’attractivité des entreprises en tant qu’employeurs," Post-Print hal-03259332, HAL.
    • Handle: RePEc:hal:journl:hal-03259332
    DOI: 10.3917/qdm.164.0071
    as

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