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Segmenter les perceptions de la marque employeur chez des recrutés : quel(s) apport(s) RH ?

Author

Listed:
  • Romuald Grouille

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

Abstract

Cet article étudie la segmentation (différencier les individus sur la base de critères afin d'atteindre un objectif) des perceptions d'une marque employeur (ME) sur une période peu étudiée : l'entrée dans l'organisation, moment clé pour comprendre les mécanismes liant ME et fidélité car marquant le passage d'une perception externe à interne de la marque, dont l'(in)adéquation vaut (ir)respect du contrat psychologique. Nos résultats attestent d'un intérêt à segmenter la ME selon des cibles RH, tant en termes d'antécédents, de contenu ou de ses conséquences sur la fidélité. Une telle segmentation revêt une dimension stratégique car permettant une gestion de la ME spécifiquement tournée vers des profils en tension.

Suggested Citation

  • Romuald Grouille, 2022. "Segmenter les perceptions de la marque employeur chez des recrutés : quel(s) apport(s) RH ?," Post-Print hal-05767735, HAL.
    • Handle: RePEc:hal:journl:hal-05767735
    DOI: 10.3917/mav.131.0153
    as

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