De la congruence de valeurs à la marque employeur: quelles conséquences pour l'identification et le bouche‐à‐oreille vis‐à‐vis de l'organisation?

Fanny-Juliet Poujol (), Audrey Charbonnier-Voirin, Juliet Poujol and Alexandra Vignolles
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Fanny-Juliet Poujol: CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre, 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
Audrey Charbonnier-Voirin: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Alexandra Vignolles: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics

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Abstract: The war for talent has led organizations to develop a strong employer brand to attract and retain skilled employees. Few studies have examined the antecedents and consequences of the internal employer brand. We focus on the influence of employee‐organization values congruence on the employee's perception of the employer brand and on the influence of the employer brand on organizational identification and positive word‐of‐mouth vis‐à‐vis the employer. Results from a survey of 308 employees show that the employer brand fully mediates the relationship between values congruence and organizational identification and positive word‐of‐mouth. These results have theoretical and managerial implications in terms of employer branding.

Keywords: employer brand; employee-organization values congruence; organizational identification and positive word-of-mouth; bouche-à-oreille positif vis-à-vis; marque employeur; congruence des valeurs employé-organisation; identification organisationnelle (search for similar items in EconPapers)
Date: 2017
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01756969v1
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Published in Canadian Journal of Administrative Sciences - Revue Canadienne des Sciences de l'Administration, 2017, The Evolution of International Business Theories: Internalization vs. Externalization, 34 (4), pp.17-26. ⟨10.1002/cjas.1389⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01756969

DOI: 10.1002/cjas.1389

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