Management of the Employeur Brand in the Digital Era: the case of call centers in Morocco

Gestion de la marque employeur Management à l'ère digitale: Cas des centres de la Relation Client au Maroc

Zakaria Lissaneddine, Farid Chaouki and Florence Rodhain ()
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Florence Rodhain: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: Businesses increasingly rely on human capital as a sustainable competitive advantage in order to compete in an economy characterized by continuous turbulence. Based on HR marketing practices in the digital age, they continue their quest to attract, recruit and retain high-potential candidates capable of generating the desired competitive advantages. The objective of this research aims to understand h network sites (SNS) in order to attract potential candidates, retain recruits and limit turnover. To address this problem, a multiple case study was carried out with managers from four call centers.

Keywords: Employer brand management; Social Network Sites; Call centers; Turnover; e-reputation; Management de la marque employeur; Réseaux sociaux numériques; Centre de la relation client (search for similar items in EconPapers)
Date: 2020
New Economics Papers: this item is included in nep-ara and nep-pay
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Published in International Journal of Business and Technology Studies, 2020, ⟨10.5281/zenodo.3612209⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03159840

DOI: 10.5281/zenodo.3612209

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