Exploration de la relation marque employeur-fidélisation : le rôle et les composantes clés de l’expérience collaborateur

The concept of employer branding (EB) implies communicating a unique and desirable job promise in order to attract and retain employees. The EB consistency over time (as perceived by candidates, then experienced by employees) is said to determine loyalty. However, recent research shows that EB is not consistent, without having a negative impact on loyalty. Research remains relatively blind to the factors explaining this evolution and its effects, i.e. what happens during the employee experience (EMX). The concept of EMX, which is elusive and unsettled, suffers from a lack of theoretical clarity and practical investigation methods. This study examines the experiential narratives of 40 informants over the course of a year-long contract, in order to contribute to a better understanding and practical apprehension of EMX, and to assess its effects on EB and loyalty. The results validate four EMX components, clarifying the concept and guiding its investigation: interactional, grounded, indefinite and source of learning. This last property seems to play a crucial role in the evolution of EB perceptions observed, and explains their effects on loyalty.