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

Etienne Maclouf () and Bertrand Belvaux
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Etienne Maclouf: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

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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.

Keywords: employer image; attractiveness; conjoint analysis; employer branding; image employeur; attractivité; marque employeur; analyse conjointe (search for similar items in EconPapers)
Date: 2015
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Published in Revue de Gestion des Ressources Humaines, 2015, 4 (98), pp.45--57. ⟨10.3917/grhu.098.0045⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01329179

DOI: 10.3917/grhu.098.0045

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