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The contribution of employer brand to attractiveness: the limits of analytic cognitive approaches
[Contribution de la marque employeur à l'attractivité : les limites des approches cognitives analytiques]

Author

Listed:
  • Etienne Maclouf

    () (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Bertrand Belvaux

    () (CREGO - Centre de Recherche en Gestion des Organisations [Dijon] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE] - UB - Université de Bourgogne - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar)

Abstract

Frontiers between HRM and marketing fade and the customer relationship is increasingly mobilized to describe the employer relationship. Concepts are imported from marketing to recruitment, involvement or loyalty. The employer brand is probably the most used. However, most researches suffer from several theoretical, methodological and managerial limitations. This research therefore intends to clarify brand concepts from marketing theories in order to adapt them to the HR framework. It proposes a methodology measuring the weight of the employer brand on the firm attractiveness. A survey of 196 respondents show the reality of the effect, but with a relatively low weight.

Suggested Citation

  • Etienne Maclouf & Bertrand Belvaux, 2015. "The contribution of employer brand to attractiveness: the limits of analytic cognitive approaches [Contribution de la marque employeur à l'attractivité : les limites des approches cognitives analyt," Post-Print hal-01329179, HAL.
  • Handle: RePEc:hal:journl:hal-01329179
    DOI: 10.3917/grhu.098.0045
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01329179
    as

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