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Attractiveness of low-cost companies? The Influence of the employer brand on the attractiveness of low-cost companies

L' attractivité des entreprises low-cost ? Le rôle du Capital-Marque Employeur

Laïla Benraiss-Noailles and Catherine Viot
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Laïla Benraiss-Noailles: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Catherine Viot: SAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon

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Abstract: The aim of this research is to identify the dimensions of employer brand equity (EBE) that influence the attractiveness of low-cost companies. EBE reflects the value of the employer brand as an intangible asset; its perceptual value is multidimensional (value interest, social, economic…). The main question is to know if the levers of organizational attractiveness (OA) differ according to the propensity to accept a job in a so-called low-cost company. A survey, carried out with potential job applicants, shows that the willingness to accept a job offer in a low-cost company depends on the attributes applicants are looking for with respect to a potential employer. For those who are willing to accept such a job, OA is essentially related to the interest value (creativity and innovation), whereas those who reject it are looking for a company offering good social relations (social value) and high wages (economic value).

Keywords: employer brand attractiveness; low-cost strategy; Employer Brand-Equity; attractivité organisationnelle; Capital-marque employeur; stratégie low-cost (search for similar items in EconPapers)
Date: 2017
New Economics Papers: this item is included in nep-ipr and nep-knm
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Published in Revue Française de Gestion, 2017, Les stratégies low-cost, 43 (266), pp.89-109. ⟨10.3166/rfg.2017.00159⟩

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DOI: 10.3166/rfg.2017.00159

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