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Segmenter Les Perceptions De La Marque Employeur Chez Des Recrutés : Quel(S) Apport(S) Rh ?

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  • Romuald Grouille

    (VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours)

Abstract

This article explores the value of segmenting (differentiate individuals on the basis of criterions in order to achieve an objective) employer brand (EB) perceptions over the specific period of onboarding, which is important to understanding the mechanisms linking EB and loyalty: it marks the transition from external to internal perception of the brand, whose (in)adequacy is equivalent to (in)compliance of psychological contract. Our results show an interest in segmenting the EB according to its antecedents, attributes and consequences in relation to HR targets. Such segmentation implies strategic dimension as it allows EB management specifically geared towards profiles in tension.

Suggested Citation

  • Romuald Grouille, 2021. "Segmenter Les Perceptions De La Marque Employeur Chez Des Recrutés : Quel(S) Apport(S) Rh ?," Working Papers hal-04128830, HAL.
    • Handle: RePEc:hal:wpaper:hal-04128830
    Note: View the original document on HAL open archive server: https://hal.science/hal-04128830
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    References listed on IDEAS

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    1. Petya Puncheva-Michelotti & Sarah Hudson & Gewen Jin, 2018. "Employer branding and CSR communication in online recruitment advertising," Post-Print hal-01992543, HAL.
    2. Baum, Matthias & Kabst, Rüdiger, 2013. "How to attract applicants in the Atlantic versus the Asia-Pacific region? A cross-national analysis on China, India, Germany, and Hungary," Journal of World Business, Elsevier, vol. 48(2), pages 175-185.
    3. Géraldine Michel, 1999. "L'évolution des marques : Approche par la théorie du noyau central," Post-Print hal-02018511, HAL.
    4. Puncheva-Michelotti, Petya & Hudson, Sarah & Jin, Gewen, 2018. "Employer branding and CSR communication in online recruitment advertising," Business Horizons, Elsevier, vol. 61(4), pages 643-651.
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