Repenser les liens entre la gestion du capital humain et la marque employeur perçue en contexte de mutation organisationnelle

This article seeks to understand, from a constructivist perspective, the links between human capital management and employer branding of a large and restructuring state-owned company (hereafter GOPM). Human capital may be of two types : specific or general. Under external and internal pressures, the state-owned company has to master the internal and external recruitment processes to generate value and strengthen its competitive advantage. These practices have an impact on the employer brand in two ways : on the signals emitted and also on the representation by the potential candidates. Our results show the links between general human capital management (studied through the prism of the external recruitment) and employer brand perception of potential candidates. We also observe that external recruitment practices affect the management of specific human capital. The latter in turn disseminates outward signals.